Action

“Action!”

In direct response advertising, the call to action (CTA) is where you tell the reader what you want them to do next. Aside: That’s not the same as brand awareness advertising, where the objective is to get the brand ‘front of mind’ whenever someone thinks about that product, service or sector. In job ads, the …

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Passive v active language

It’s the difference between saying: “The mat was sat on by the cat” and “The cat sat on the mat”. In job ads, recruiters often write things like: “Experience will be advantageous” rather than “You’ll need to have experience” or “You’ve probably done this before”. Or they’ll write “Training will be provided” instead of “You’ll …

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Bangorrhea

When we ask recruiters to submit a sample of a typical job ad to work on during the course, we don’t see many without at least one exclamation mark! Sometimes as many as three!!! Or even five!!!!! If you’ve attended our course, you’ll know Mitch Sullivan is not a fan of the exclamation mark. He …

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Informal copywriting

You have permission to start a sentence with And or But. That was almost a hanging offence when Mitch Sullivan and Jackie Barrie were at school. But, in marketing and advertising, it’s practically compulsory. (DYSWIDT?) Writing academic copy to pass exams has its own style. Writing corporate copy for a company sales page has its own style. And writing …

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