Search engines: how you have murdered the art of copywriting

At one time, advertising copywriters were almost the most important people in the ad business. Today, copywriting is offered as a side dish on most VAs‘ admin menus. Professional freelance copywriters today are lucky to get paid the same daily rate their colleagues got back in the 1980s.

Rolls Royce advert

Probably the most famous advertising headline ever, written by the legendary David Ogilvy – yet Google would turn its nose up at it.

What has happened? Search engines have happened, that’s what. Consumers no longer read advertisements; they tap in keywords. It doesn’t take talent to write keywords; it just takes a little skill in basic arithmetic.

Copywriting? Whassat?

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Professional writers take note: what do your wheels say about your writing skills?

freeimage-8229191-webMany of us are still old enough to recall the days when pulling up outside a client’s office building in an ultra-cool, gasoline-addicted, snarling motor car was halfway towards impressing them that you and your writing business had to be the bee’s knees as top in your industry… [Read more…]

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