Knowledge Bank Filter Results

25 market-tested copy tricks to tune up your landing page and get it selling by Andy Maslen

Web visitors are like horses, says copywriter Andy Maslen. You can lead them to water but you can’t (always) get them to drink. Here are his 25 top tips to convert visitors into customers.

Source: InPublishing Magazine Mar/Apr 2013

21 hot tricks for Direct Marketing copy by Andy Maslen

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! by Andy Maslen

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

Bonkers! Five weird marketing decisions routinely made by publishers by Andy Maslen

Marketing in general, and subscriptions marketing in particular, can be measured down to the last penny. So why, asks grumpy old copywriter Andy Maslen, do publishers keep making these five strangely emotion-led decisions?

Source: InPublishing Magazine Sep/Oct 2011

How to let your emotions get the better of you by Andy Maslen

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

O.M.G. – impress your copywriting pals with your fluent manipulation of tone of voice by Andy Maslen

In the digital world, content can all too easily become commodity. But, says copywriter Andy Maslen, tone of voice is still worth paying for. Here’s his guide to reflecting your brand’s personality in your copy.

Source: InPublishing Magazine Jul/Aug 2010

Top ten tips for email copywriting by Andy Maslen

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? by Andy Maslen

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

Eek! A spider! - How to lose your fear of search engines and write web copy that sells by Andy Maslen

Though his feet rest in the fertile soil of direct mail, these days, subscriptions copywriter Andy Maslen is as likely to be writing a landing page as a renewal series. Here he looks at the places where online and offline copywriting diverge.

Source: InPublishing Magazine Jan/Feb 2010

Better renewals copywriting (Please read this article now. Put it aside and you may forget.) by Andy Maslen

We all know the theory of effective renewals copywriting. But what does it mean in practice? Here, subscriptions copywriter Andy Maslen provides a few real-world examples.

Source: InPublishing Magazine Jan/Feb 2009

Do you make these 7 mistakes in your copy? by Andy Maslen

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 by Andy Maslen

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” by Andy Maslen

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

"Congratulations! Your copy is so good you’re now in charge of marketing." by Andy Maslen

From a common method of sabotaging in-house writers to a powerful tool for turning features into benefits, Andy Maslen explores fifteen ideas that could put the sparkle back into your copy.

Source: InCirculation Magazine Nov/Dec 2006

Brief encounter? by Andy Maslen

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? by Andy Maslen

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? by Andy Maslen

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 by Andy Maslen

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 by Andy Maslen

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