Make it Personal

According to legendary ad-man Bill Bernbach, a communication ‘must establish its own unique personality, or it will never be noticed.’ To put it another way, your reader should feel that…

How to Write a Powerful Story

A good story captures the imagination and uses drama to bring your benefit to life. By appealing to human interest it triggers an emotional response that keeps your audience involved.…

How to Write an Effective Opening

Having discussed the importance of a powerful headline/ visual combination in a previous article, let's focus here on what makes for an effective and impactful opening paragraph. In other words, once…

What Makes A Powerful Headline?

Having discussed the power of the headline/ visual combination in my previous post, let's drill down a bit more in terms of what makes for a powerful headline. The most effective…