You know ‘hype’ copy when you see it. And not just because it’s usually underlined, fluro-highlighted and thrust in your face! But avoiding hype in your own sales copy isn’t such a simple matter.
There are a variety of copy ‘techniques’ used (or, at least, unintentionally present) in hype copy that make it hype. This [...]

I’ve written on the subject of long versus short copy before. At length (if you’ll pardon the terrible pun – it’s my blog, whatdyagonnadoaboutit?!). So I won’t go on about it here. Suffice to say that I think it’s horses for courses, and that long copy works well for some audiences and not for others. [...]

What is the ‘Inverted Pyramid’ approach to copywriting?
Paul Jones (director of Magneto Copywriting Training, and a guy who knows his stuff) published a very nice blog post today, about the ‘inverted pyramid’ approach to copywriting. You can read the details at his blog, but the essence of the inverted pyramid approach is that you lead [...]

I swore I wouldn’t write this post. But I couldn’t help myself. There’s just too much misinformation going around about the virtues of long copy over short (and, of course, of short copy over long). So in a likely vain attempt to settle this pointless argument once and for all, I’m gonna put in my 2 cents worth. Then I’ll shut up!