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Here’s a collection of articles about copywriting, advertising, marketing, and a few other lessons that might help.
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Persil ad showing empty oven dish with a dish description as the copy
Copywriting Examples

Ad Breakdown: Persil’s “and a hint of”

The ways of influencing behaviour supersede the advertising medium. You can be writing a 50+ page financial promo or a 1-page newspaper print ad, and

Sony Stamina ad
Copywriting Examples

Ad Breakdown: Sony’s “Stamina”

Getting the balance between too easy and too difficult is something advertisers often struggle with. Make the ad too easy, you insult (and bore) your

Text-based image "How to research for copywriting projects"
Copywriting Help

How to research for any copywriting project

Before you start any copywriting project, you need to research. No matter whether you’re writing sales pages, landing pages, full-blown websites, emails or social ads,

a guide to sales funnels
Copywriting Help

Sales funnels: the sales copywriter’s guide

Copywriters sell. That’s their job. And in order to sell, copywriters need to understand the process by which people buy. The sales funnel models this. 

Copywriting Examples

Ad Breakdown: London Transport’s ‘Simple’

“’Making London Simple‘ won the pitch, and several D&AD Pencils. And ran for many years.” says Ewan Paterson, one of the copywriters from today’s ad.

Weetabix ad with "paediatrician" spelt buy a baby
Copywriting Examples

Ad Breakdown: Weetabix’s “Withabix”

Welcome to the next part of an unintentional 2-part series of baby ads. You can catch “part one” here. Today’s ad isn’t about baby food,

hiring a freelance copywriter
Copywriting Help

Ace Your Freelance Copywriter Hire: 5 Top Tips

After reading my previous blog posts and case studies you’ve decided it’s time to hire a freelance copywriter? Fantastic. To make sure that you’re able

Copywriting Examples

Ad Breakdown: Cow & Gate’s ‘&’

This one’s going to be fun. A copywriter breaking down an ad without any copy. Today’s ad is for Cow & Gate, and it was

British Airways Yo-yo ad
Copywriting Examples

Ad Breakdown: British Airways’ Yo-yo

Most of you have seen Uncommon’s British Airways campaign. Advertisers – including myself – thought it was pretty special. But, flicking through the 1998 D&AD

Sony Fruit Bowl ad
Copywriting Examples

Ad Breakdown: Sony’s Fruit Bowl

Today I’m setting a new “blog rule”. It’s a bit of fun for me but it means you’ll get more for less. And that’s what

Kellogg's All Bran Digger Ad
Copywriting Examples

Ad Breakdown: Kellogg’s All-Bran

I found this Kellogg’s ad in the 1989 D&AD Annual, and it immediately drew me in.  From what I can see, the photo opens a

1995 Pirelli ad with Carl Lewis
Copywriting Examples

Ad Breakdown: Pirelli & Carl Lewis

No matter how good you are, you can always be let down by poor equipment. That’s the crux of today’s ad from Pirelli.  What I

Sainsbury's oil change ad from 1993
Copywriting Examples

Ad Breakdown: Sainsbury’s “Oil Change”

This is technically car ad breakdown number five. FIVE! That’s a significant portion when you consider this is only #15. Of course, it depends on

Reebok Postmen Ad
Copywriting Examples

Ad Breakdown: Reebok’s “Postmen”

Did you know that 7 postmen and women are attacked by dogs every day in the UK (according to Royal Mail – and this article)?

Altoids' metal box ad
Copywriting Examples

Ad Breakdown: Altoids’ “Metal Box”

Breath mints. How many of those are out there? A damn lot, that’s for sure.  Today’s ad is a great example of how you can

Is copywriting difficult?
Copywriting Help

Is Learning to Become a Copywriter Hard?

Copywriting is a skill. And like any skill, requires practice. Some people have a natural talent and pick it up quickly… some have to work

Citroen-2cv comparison ad
Copywriting Examples

Ad Breakdown: Citroën’s 2CV Comparison

Today’s ad is from Citroën. I couldn’t find who wrote it, but I’m pretty sure it’s from the 80s. Here it is: Quite possibly one

The Economist Keyhole ad
Copywriting Examples

Ad Breakdown: The Economist’s “Keyhole”

Taking it further this time. The last breakdown had a little bit of copy. This time we’ve got none.  So, without any copy to break down, I’ve

MLHSBC's "Invisible" print ad
Copywriting Examples

Ad Breakdown: MLHSBC’s “Invisible”

So, I’m going to try a different style today. Usually, my ad breakdowns are quite copy-heavy. But this one is not. Not only does this

"When." by Chivas Regal print ad
Copywriting Examples

Ad Breakdown: Chivas Regal’s “When.”

How do you build and advertise a premium brand? In today’s breakdown, I’ll show you. This ad was written by Tony Brignull in 1969, during

Richard Foster's Olive Ad for Sainsbury's
Copywriting Examples

Ad Breakdown: Sainsbury’s Olives

If I had to pick an all-time favourite copywriter, Richard Foster would be near the top – if not at it. For those that haven’t

Preview of David Ogilvy's The Man in the Hathaway Shirt
Copywriting Examples

Ad Breakdown: The Man in the Hathaway Shirt

Here we are… ad breakdown number 1: David Ogilvy’s ‘The Man in the Hathaway Shirt’. The breakdown went live on LinkedIn some time ago, so