What is disruption?

It’s breaking the normal rules. Like when ads find a different way to engage us (Compare the Meerkat is the now-classic example), set out to shock us, or make deliberate mistakes like the Snickers example below.

It’s creating something new that changes the rules. Like how the first iPhone, which looked and worked completely differently to anything before it, changed the phone market overnight.

Disruption works by challenging our usual thought processes. It gets our attention by raising lots of questions – What is going on here? Is this better or worse than the standard way of doing things? Continue reading “How to be persuasive with disruptive copywriting”

To some they’re fussy and best kept to a minimum. To others, they’re a mark of precision and subtle meaning.

To me? Well, I’m a copywriter. So I try to use hyphens the same way I write everything – in the most reader-friendly way I can.

You might guess that puts me firmly in the “keep hyphens to a minimum” camp. But the copy I write also represents our clients’ businesses. It needs to be professional and correct.

This July, I’ll have been working as a copywriter for 10 years. Rightly and wrongly, I’ve typed an awful lot of hyphens in my time. Continue reading “When should you hyphenate? 5 things to know”

Copywriting is fascinating isn’t it?

The idea that you could increase sales ten-fold, simply by using the right combination of words – it can seem like witchcraft. Or sophisticated manipulation, at least.

But good copywriting is really just a combination of fairly simple skills that, together, can produce incredible results.

Here are five core copywriting skills and methods, which are at the heart of everything we at Wheatleys write. Continue reading “5 copywriting basics to get you started”