Copywriting Archives - WORD SWORDS

Ghostwriter vs Copywriter vs Content Writers: The Differences

Every zebra is different. Across all three species, no two patterns are the same. And it’s those nuanced differences that allow zebras to recognise each other: Stripes are their calling card. Similarly, ghostwriters, copywriters and content writers have...

What’s Baked into Your Brand? Is it FAB?

Content + Strategy, Copywriting

Baking benefits into your brand mix makes it magical. It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science. Similarly, by baking benefits into your brand … it will...

If You Build Your Brand, Will They Come? Ask AIDA…

Content + Strategy, Copywriting

Sometimes you can get a little too much sun, basking in the glory of building your brand. So much so, that you start hearing voices telling you “If you build it, they will come.” That line may have worked for Kevin Costner’s character in Field of Dreams, but...

The minimalist guide to sentences: 20 words or less

Copywriting

Let’s call out the purple elephant in the room with you. Have courage, go on. You know – the one that’s taking up all that room, over there, on your page. It’s called long sentences. It happens. We all have occasion to feed the elephant at times. For...

The twenty word sentence

Copywriting

As a magazine editor, the thing that constantly amazes me every day is the amount of words that some people can literally stuff into a single sentence to try and get their message across, when actually all it does is the exact opposite, and in most cases it confuses...