Say what you will about Apple, they know how to sell.
Whatever you think about their technology (innovative or not), whatever you feel about their ecosystem (restrictive or not), whatever you think about their products (overpriced or not), they know how to sell.
They know how to create desire, generate buzz and build a huge fanbase who are happy to shell out year after year for the latest developments in iPhone, iMac and iPad technology.
How do they do it? Well, let’s break down the copy, the tone of voice and the messaging on the sales page for the iPhone Pro and find out. Read more
Ahhh the reductionists - the ‘it’s just twenty two grown men kicking an inflated sheep’s bladder around a field,’ ists. The ‘we’re just made of water and carbon,’ ists. The ‘all you do is point and press record,’ ists.
There’s no arguing with them. They’re absolutely right. On the whole. Read more
Writing is easy. Just sit in front of a typewriter, open up a vein and bleed it out drop by drop.
Some people claim that’s a Hemingway quote. It’s not. It’s from the sportswriter Red Smith.
It’s easy to see why copywriters like it. It paints us as tragic heroes, suffering for our art. How romantic.
It’s a shame I think it’s bollocks. Read more
When something that’s being advertised is divisive to begin with, it’s a safe bet that opinion is going to be divided in a pretty vocal way. Which is why it’s surprising that the government’s “Get Ready for Brexit” campaign has been universally panned by marketing experts.
But is it really a waste of money that’s aimed at nobody? Read more
Guess what - the medium isn’t the message. The message is the message.
That Marshall McLuhan’s got a lot to answer for. He told us "The medium is the message" in 1964. That the channel is more important than the meaning or the content of the message.
He was wrong.
In theory, book learning is great. But there’s no substitute for actually getting out there and poking your nose into things. Historians call this walking the ground.
You can read extensively about life in a six foot deep muddy trench. But that won’t prepare you for what it’s like standing in a preserved hole in Belgium, with rainwater soaking your trainers. Read more
There are some things in life that are absolutely expected. Like taxes, death and a sale at DFS.
But if you’re smart about your marketing, keenly aware of your audience and focused on your message, there are always opportunities to do the unexpected.
There are always ways to change the conversation and stand out with your marketing – whatever medium, whatever service or product. Read more
When it comes to creating or refining the core messaging for your tech company or SaaS business, you should always keep it simple.
And we mean really simple.
Don’t overthink it. Don’t focus on the what ifs. Don’t let your purpose get complicated by the details.
Take John F Kennedy’s message from 1962 as an example. Read more
If you were on Twitter on June 7th, at around 5pm, you might have noticed a hashtag trending.
That was us. That was HNW’s conference, Creative North presents The Future of Content.
And like all good conferences, it deserves a blog post focusing on the takeaways, talking points and things we’ve learned. Read more
“Most of our work is only ever appreciated by other writers.”
That sentence could’ve been uttered anywhere you’ll find more than one copywriter or content writer. It could’ve been spoken to a near stranger in the bar after a marketing conference, shared in an email between colleagues, or muttered to a trainer in a workshop. Read more