Should copy length be based on what you’re selling?

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Some copywriters think that if you’re advertising a low-value item, like a chocolate bar, you should use short copy. Then for a big-ticket item, say a luxury car, you need long copy. I think this makes sense as a general rule. But sometimes it pays to break it. In the UK, Cadbury’s captivated newspaper readers […]

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Which is better, long or short copy?

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There’s a never-ending debate amongst copywriters about short versus long copy. Some of the things I’ve read have prompted me to jump in and add my bit. So how much copy will make your communication effective? I think that depends. The important thing is to engage your readers. Then keep them interested until they want […]

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Six tips from my 25 years of writing copy

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Over the past 25 years of working as a copywriter in advertising and marketing, I’ve learnt many things.  Here are six tips, which I hope you find useful in your business. Be single minded It’s difficult for your customer to get hold of more than one message at a time. Therefore, try to be single-minded […]

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