I wrote an article on LinkedIn about how two products in the same sector but which are seemingly polar opposites can still claim the same unique selling point. You can view the post at Perceived benefits: a tale of two soaps
Recently we’ve been selling a few things on eBay, nearly all inherited from or given to me over the years by my dear old late Dad, an antiquarian book dealer and avid auction goer who bought lots, sold little and hoarded everything. When I say selling, my wife has been doing the hard slog of … Copywriting for eBay
I’m sometimes asked whether all negativity should be avoided in copywriting, particularly advertisements. I’m not talking about ‘knocking’ ads, where a negative aspect of a competitive product or service is highlighted. Depending on the circumstances, this can either be a good or a counter-productive approach. No, in most cases, the person is referring to the … Negativity in copywriting
How my copywriting has made a big difference to results and profitability
