You did, didn’t you? I’ll talk about your lost customers later but there’s something about seductive copy that compels you to do things without knowing you’re necessarily about to do it. Like when I tell you that there’s an important point at the end of this, but you need to read the whole thing to understand it, you’ll still skip to the end.

As a lover of literature I never understood skipping to the end. But in advertising – particularly copywriting, there’s no time to stop and smell the coffee. Clever turns of phrase are of no interest. You either have their attention, they keep reading, or you’ve failed.

In literature, awards are give out for the most convoluted waffle you could possibly imagine. Who knows, maybe that’s how they do things in Cannes too – but still, no-one cares. Your client doesn’t want awards, they want a result. They want sales.

Which comes back to my original headline. You’re losing customers. You may not even be selling anything! But you’re running out of time. Stop reading this blog now. It’s the power of suggestion. You’ll do what I say. I was just kidding about there being an important point at the end of the blog. Or was I?

You did, didn’t you? I’ll talk about your lost customers later but there’s something about seductive copy that compels you to do things without knowing you’re necessarily about to do it. Like when I tell you that there’s an important point at the end of this, but you need to read the whole thing to understand it, you’ll still skip to the end.

As a lover of literature I never understood skipping to the end. But in advertising – particularly copywriting, there’s no time to stop and smell the coffee. Clever turns of phrase are of no interest. You either have their attention, they keep reading, or you’ve failed.

In literature, awards are give out for the most convoluted waffle you could possibly imagine. Who knows, maybe that’s how they do things in Cannes too – but still, no-one cares. Your client doesn’t want awards, they want a result. They want sales.

Which comes back to my original headline. You’re losing customers. You may not even be selling anything! But you’re running out of time. Stop reading this blog now. It’s the power of suggestion. You’ll do what I say. I was just kidding about there being an important point at the end of the blog. Or was I?