Techniques

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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Stating the obvious

The video might be fun to watch, but there is a point. Because recruiters often state the obvious in their ads. For example: We’re hiring (they know that; it’s a job ad) Where required (no employer is going to ask employees to do something when it’s *not* required) Work individually and as part of a …

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10 classic display ads

To put job advertising into context, Mitch sometimes talks about the ‘old days’, when jobs were advertised in print. The print process was complex and expensive, as it had to include paper, ink, production and distribution. This meant that advertising was costly. Because of that, advertisers put more effort into creativity, in an attempt to …

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