Proof: Headlines Are Crucial

Should you spend as much time polishing the few words of your headline as on the hundreds of words that comprise your news article or blog post? The answer may well be, “Yes!” according to a new study by OTOInsights. In an unusual combination of neuromarketing and social media research, the firm looked at how [...]

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Shake Up Your Copy

In Surprising the Brain, I wrote about a copywriting technique that replaces an expected word with an unexpected one to grab the listener’s or reader’s attention: Advertising copywriters have for years used a similar technique to jar the reader out of complacency – once in a while, they substitute an unexpected word in a familiar [...]

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Shakespeare Copywriting

Few would argue that Shakespeare is one of the greatest writers in the English language, but we don’t see Madison Avenue putting much of their copy in sonnet form. And while I don’t expect to see a surge in the use of iambic pentameter in print ads, it turns out that Shakespeare may have something [...]

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