Kung Fu Secrets of B2B Copywriting: Features, Benefits & Advantages
How do you discover the benefit of a feature – and the advantage of that benefit? And how do you link them all up? David takes us into copywriting Inception…
Kung Fu Secrets of B2B Copywriting: First Bit Last
Your opening words are the most important. But here’s a secret: you don’t have to write them first.
Kung Fu Secrets of B2B Copywriting: The Power of Three
For thousands of years, people have understood that messages grouped in threes feel satisfying and persuasive. Who are we do argue?
Kung Fu Secrets of B2B Copywriting: Don’t Call It a Newsletter
Keeping your customers updated by email is great. Calling that email a newsletter is not – for two important reasons. David explains all…
Kung Fu Secrets of B2B Copywriting: Exclamations Bad! (Brackets Good.)
More often than not, an exclamation mark looks like you’re trying too hard to sound exciting. (Brackets, on the other hand, can be very useful things…)
Kung Fu Secrets of B2B Copywriting: Read it Out Loud
If your copy feels wrong, and you don’t know why, reading will usually make the problem plain. This quick video explains why.
Kung Fu Secrets of B2B Copywriting: Use Twitter
In this short video, David explains why writing in 140-character bursts is like taking your B2B copywriting muscles to the gym.
Kung Fu Secrets of B2B Copywriting: Be Specific
If your copy includes the words “whether”, “variety” or “range”, it might not be specific enough to make your point. Here’s why...