21 hot tricks for Direct Marketing copy
What are the best DM copywriting techniques, and how do they translate to the digital domain? asks copywriter, Andy Maslen. The answers may surprise you.
Source: InPublishing Magazine Sep/Oct 2012
Web copywriting is different. No it isn’t! Yes it is!
Well, is it or isn’t it? Copywriter Andy Maslen clicks, scrolls, shares, bookmarks and generally surfs some best practice in online copywriting. Oh, and there’s a case study.
Source: InPublishing Magazine Nov/Dec 2011
How to let your emotions get the better of you
If human beings are as rational as many people claim, asks copywriter Andy Maslen, why do so many buy stuff they don’t need (like magazine subscriptions)? And how can we turn emotions into powerful selling weapons?
Source: InPublishing Magazine Mar/Apr 2011
Top ten tips for email copywriting
Andy Maslen has recently been writing and critiquing sales emails for some of his clients. Gleaned from those, here are some ideas to make your email copywriting more effective.
Source: InPub Weekly # 008 02/07/2010
SEO copywriting – black art ... or brown?
In a review of one of my copywriting books, writes Andy Maslen, a fellow wordsmith said I haven’t “…fallen for the fashionable bullshit about online copywriting – that it has its own rules, techniques and formats that exempt it from being treated like normal sales writing.”
Source: InPub Weekly # 001 14/05/2010
Do you make these 7 mistakes in your copy?
Many publishers say that their titles “include…”. They should say “give you”. Some use humour when they should be selling. Still others refuse to use copy on outers. They’re making mistakes, says Andy Maslen, that could be avoided.
Source: InCirculation Magazine Mar/Apr 2008
Skip intro - or three types of copy the world will never miss
We agonise over the right words to sell our titles, and it’s time well spent. Other avenues for copywriting are a complete waste of time, says Andy Maslen, who names and shames three of his particular favourites here.
Source: InCirculation Magazine Sep/Oct 2007
“Darling, you seem different somehow”
Husbands and wives get used to each other’s voice. Your subscribers feel the same way about you, says Andy Maslen, which is why it pays to use appropriate language.
Source: InCirculation Magazine Mar/Apr 2007
Brevity is the soul of wit, said William Shakespeare. (And of lingerie, according to Dorothy Parker.) It’s also not bad for good copywriting, says Andy Maslen.
Source: InCirculation Magazine Jul/Aug 2006
Writing for the web: old wine in new bottles?
Writing copy for the web – or emails – is a completely new discipline. Or is it? Andy Maslen looks at a few basic truths for digital copywriting.
Source: InCirculation Magazine Jan/Feb 2006
Tense, nervous adjectives?
Those who write copy may fancy themselves a healthy crowd, but as Andy Maslen shows, they are prone to occupational illnesses quite as severe as those found in more rugged work environments.
Source: InCirculation Magazine Nov/Dec 2005
What Sigmund Freud and the Bible taught me about copywriting
Asked to define advertising, John E Kennedy, a Canadian policeman-turned copywriter, said it was “salesmanship in print”. It’s a phrase that, Andy Maslen believes, points the way to above-average subs copy. Here, he provides a few pointers on the psychology of selling.
Source: InCirculation Magazine Mar/Apr 2005
“Dear Mr Sample” - How to write subscriptions copy that works
Andy Maslen has written subscriptions promotions for, among others, The Economist Group, News International, VNU, Ziff-Davis and Haymarket. Here he gives us seven essential rules for successful copywriting.
Source: InCirculation Magazine Sep/Oct 2004