When it comes to copywriting, it turns out you can’t leave popularity contests behind in the playground. Your likeability is relevant far beyond high school: it influences people’s willingness to work with you or buy from you. Likeability is one Robert Cialdini’s (Influence) six factors of persuasion, along with authority, social proof, scarcity, reciprocity and…

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A copywriter’s secret to good first drafts is not to write them Yesterday, I had a coffee meeting in Rozelle, near our Sydney office. I was meeting a prospective client. Before the meeting, he’d sent me a brochure he’’d drafted for a new product. The brochure was fine. The writing progressed logically; it told me…

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