Copywriting Blog


What’s Wrong with This ‘Woman Within’ Cover?

Anna GoldsmithCatalogs2 Comments

Dear Woman Within, You showed up in my mailbox yesterday. As a professional catalog writer, I have some thoughts to share with you. First of all, the good: I love that you make clothing for plus-sized women. After all, why should style be the exclusive domain of the size 2s, right? And I love that your cover model genuinely looks … Read More

Visuals Can’t Do It All; You Still Need the Right Words

Dan O'SullivanThe Writing Life, VideoLeave a Comment

Adam Villone is a veteran writer/producer/director/creative director with experience in everything from concept development and script writing to producing and directing video and live events. We’re thrilled to have him on board to help our clients tell their stories through video and other visual media. Adam will take it from here …  Visual storytelling may have started as crude drawings … Read More

How to Handle Prospects Who Have No Respect for Your Work

Anna GoldsmithKvetchingLeave a Comment

After 15 years in business, Dan and I have gotten pretty good at screening for clients who don’t seem like a good fit. Sometimes it’s a personality or subject-matter mismatch, but more often it’s because they have an unrealistic idea of budget. When there’s a financial disconnect, we respectfully explain why we can’t write their annual report for $150, and … Read More

In Praise of Staples’ Chair Assembly Instructions

Dan O'SullivanUncategorizedLeave a Comment

“Some Assembly Required”: three words that will put the fear of God into you. Whether it’s a Christmas toy for your kid or a treadmill that will soon be gathering dust in your basement, most all of us have faced the nightmare of trying to assemble something out of a box. We start with a sense of cautious optimism. Carefully … Read More

5 Questions to Ask Before You Commit to a Name

Anna GoldsmithBrandingLeave a Comment

5 Questions to Ask Before You Commit to a Name Like almost nothing else, coming up with the right name can give your company or product a real boost. As anyone who has tried it knows, however, it’s really hard to do well. That’s why big brands pay naming companies upwards of $100K to do the job for them. Naming … Read More

10 Tips for Creating Effective Landing Pages

Dan O'SullivanLanding Pages, WebLeave a Comment

Landing pages are a useful tool for getting prospects to do things like subscribe to your e-newsletter, download your white paper or buy your widget. Do you know how to create landing pages that get the job done? Our friends at Copyblogger define a landing page as “any page on a website where traffic is sent specifically to prompt a certain action … Read More

The Grumpy Old Copywriter: You Kids Wouldn’t Know ‘Legendary’ If It Slapped You in the Face

Thaddeus Van HaltrenGrumpy Old CopywriterLeave a Comment

When I was breaking into the business back in the early 1900s, copywriters were taught to choose their adjectives with care. For example, when writing a radio ad for Dr. Bush’s Kumyss Sparkling Milk in 1922, I spent two-and-a-half hours debating whether to describe it as “delectable” or “luscious.” Somewhere along the way — probably during the lawless ’60s — … Read More