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Here’s how to hack together a setup to load an RSpec backtrace into jEdit. In other words, you’ll be able to click the relevant failed behaviour or error to go straight the relevant file and line. Why jEdit? The pros: Java-based, so you can share the same config across many […]

Learn how to promote products and services efficiently and effectively with flyers, newsletters, emails and websites: join us at an October copywriting training session in Nottingham.

This practical workshop will cover the whole writing process from blank sheet of paper to finished masterpiece, using a simple approach suited to the realities of writing in a busy […]

Your aim is a brilliant website that surprises and delights visitors. How do you get there? And how will you know when you’ve arrived?

I’m running a short workshop at the Voluntary Sector Marketing Conference on how to evaluate and improve the marketing effectiveness of your website. In other words, how to turn your website into […]

What’s the French or Spanish equivalent of “Think like a Saxon”?

‘Effective copywriting: the basics’ has been translated into French and Spanish:

‘7 transformations pour des texts à fort impact’ en français par Sébastian Billard
‘Escritura para web (parte 1)’ en español por Bruno Vilches

Many thanks to those two. If you’re interested in translating or re-publishing any […]

(Part three of ‘Effective copywriting: the basics’.)

Copywriting is writing that does a job. You have a job, too, and the chances are that writing is just one of the tasks that competes for your time. Effective copywriting, then, is also an efficient process: doing as best as possible in the time available. Strangely enough, […]

New eyetracking research from the Neilsen Norman Group shows how users often read web content in an F-shaped pattern.

First scan across top area

Visitors first make a quick scan across the top area of the page. Generally this takes in the first subheading or page title, and some of the first paragraph. Sometimes, that is all […]

I would recommend this book to anyone who is new to writing for the web and wants a very simple and direct introduction. I think it’s out of print now, but if you can find a copy it’s worth a few bob. Unfortunately, it looks a bit Baby’s first book of online content. I […]

Megan asks, “is there an optimum length for a blog post?” I don’t think there is a optimum blog entry length, any more than there is an optimum web page length. Entries vary from one line, to a few paras in length, to much longer posts.

However, blogs are informal. Each post generally focuses on […]

(Part two of ‘Effective copywriting: the basics’.)

Copywriting is writing that does a job. It persuades someone to act. Typically, the action is to buy something. But it might be to make a call, write an email, or join a free course. Everytime you are writing to persuade, you are copywriting.

AIDA is a useful way to […]

(Part one of ‘Effective copywriting: the basics’.)

Relevance means connecting your message with your audience. Before you start writing, you must really understand your message and your audience. So good copywriting depends on preparation.

This isn’t relevant:

Don’t be like the monster.

Understand your Unique Reason for Joining
The message of membership packs or other material is the URJ. URJ […]