When Is Better Than If

When Is Better Than If

When is better than if for suggesting something will happen. If is better when suggesting something won’t happen. This can be valuable when (not if) you’re writing insurance copy, crowd-sourcing or fund-raising advertisements, or any short or long-form content...
The Biggest Little Word: You

The Biggest Little Word: You

The word ‘you’ for a copywriter is gold. Look for ways to inject ‘you’ into the word mix. Why? It’s all about KLT – know, like and trust. When online shoppers feel they know like and trust you, conversion is easier. Take this health insurance email marketing extract...
Little Words Mean a Lot

Little Words Mean a Lot

Finding the SEO balance between human and machine is a modern copywriting dilemma. Many give in to the pressure of packing text full of keywords, but take a moment to remember, not all synonyms are automatically interchangeable. Little words mean a lot. Take the...