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  • Tip no. 29: your copy is never finished. Your ideas are never good enough. You always want more time

  • Tip no. 28: feedback - don't take it personally. Difficult when you've poured so much of yourself into the copy

  • Tip no. 27: once written or created, don't present your copy or ideas straight away. Give them the overnight test

  • Tip no. 26: Deadlines. Love 'em or hate 'em. But without them, we'd never get anything produced

  • Tip no. 25: If you want fresh thinking, get a different view. Literally. Get away from your usual work space

  • Tip no. 24: synchrographics, the timing of your messages. It can have a huge impact. Just ask Israeli parolees ...

  • Tip no. 23: writing for the web, email or mobile? Make sure you WTF: Write for The F shape

  • Tip no. 22: 'Grammar is a piano I play by ear.' said Joan Didion. How do we deal with grammar in copywriting? We don't

  • Tip no. 21: it's the writer's responsibility to get the spelling right. No-one else's. Here are five easy tips to help you

  • Tip no. 20: we know how to start our copy. What to do in the middle. But how do you end or close your copy?

  • Tip no. 19: as a copywriter, I'm trying to get people to react. Buy something, try something, consider it

  • Tip no. 18: how to start your copy? Well, don't start in your world: start in the reader's. Engage the Socratic Method

  • Tip no. 17: deleted and shortened your words? Now look at the sentences. Short and punchy is the way to go

  • Tip no. 16: having deleted as many words as possible, look at the ones left. Any longer than one syllable? Chop it down

  • Tip no. 15: having poured your heart out, time to start editing. As Michelangelo said, chip at the marble to set the angel free

  • Tip no. 14: how do you start the writing process? Just pour your heart out. Don't stop, don't edit as you go

  • Tip no. 13: Good ideas are nothing to do with budget. Don't think it takes a lot of money to get cut-through

  • Tip no. 12: Fishing versus trawling. There's no such thing as one idea. Come up with lots - throw the net out wide

  • Tip no. 11: Get passionate. You're never going to ignite interest in others without discovering the passion yourself

  • Tip no. 10: shiny new thing syndrome. Avoid going for the latest new, shiny thing - just because it's new

  • Tip no. 9: learn when not to write. The hardest lesson for any copywriter to learn is when not to write

  • Everyone's telling you to pivot. Change direction, rethink your business or career. I'm saying 'don't'

  • Tip no. 8: be invisible. Unlike other types of writing (novels, films, journalism), we copywriters need to be invisible

  • Tip no. 7: brand or bland. Is your message unique to the brand? Or is it generic, and bland?

  • Tip no. 6: every medium has strengths and weaknesses. Choose the one that will enhance your message

  • Tips from '30 copywriting tips in 40 minutes'. No. 5: the proposition. Not a marketing one, the creative one

  • Tips from '30 copywriting tips in 40 minutes'. No. 4: the homework. Learn 'what' you are writing about

  • Tips from '30 copywriting tips in 40 minutes'. No. 3: the homework. Explore 'who', your audience

  • Tips from my recent webinar: 30 copywriting tips in 40 minutes. Don't start by writing: start with the homework

  • Tips from my recent webinar: 30 copywriting tips in 40 minutes. Releasing one a day to keep it fresh. Enjoy!

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