Isn’t shaking hands a weird thing to do? It may be normalised in Western society. But let’s just think about it for a while. The act of touching another person’s hand has become our way of [...]

One of the biggest questions I’m asked when teaching copywriters to write sales letters is this: “How do I choose the right avatar?” Coming right at the start of the research process, the [...]

Master Persuaders lurk in the pages of many good stories. Think of King Henry’s Call to Action in the Saint Crispin speech from Shakespeare’s Henry V , when he must goad his English few into [...]

The missing secret of failed campaigns. It’s true. Remove the BIG IDEA behind the world’s highest grossing marketing campaigns, and then ask yourself this question… What remains? Bum fluff. [...]

Now when it came to ‘morning’ writing rituals, no-one could touch Hunter S. Thompson. According to his biographer, his day started at 3pm with a glass of Chivas Regal and a packet of Dunhills [...]

One of our Copy Chief classic forum threads about focus, started by Jeremey Hunsicker. Check out his post, and two of the replies he got: I’m 43 years old, and up until about a year ago, [...]