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Telling the truth is disarming
The easiest and most obvious way to get people to trust a brand is to tell them the truth. Ironically, the brands who dare to tell the truth are often…
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Miguel Ferreira
The art of Kishōtenketsu
Kishōtenketsu is a very East Asian way of telling a story in four parts. And why you should use this technique when you write copy.
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Miguel Ferreira
Hunt for what consumers need and communicate a want
Don’t sell a product, hunt for what consumers need and communicate a want. It's much more lucrative.
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Miguel Ferreira
The copywriter must be four people
3 dangerous copywriting techniques that have successfully stood the 'test of time' in the advertising industry.
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Miguel Ferreira
Shifting brand mental associations
When things go south in business and you think you're running out of options, thinking like a copywriter opens new possibilities.
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Miguel Ferreira
Finding your product's inherent drama
Every product has that special little something that makes consumers keep buying it. Finding it involves a bit of detective work.
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Miguel Ferreira
The red sneakers effect and why breaking conventions can make people respect you more
In business, not to be different (OR weird) is a commercial suicide.
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Miguel Ferreira
Copywriting without imagination is mere exhibitionism
If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch.
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Miguel Ferreira
The #1 deadly sin of copywriting: inflating weak ideas with boastfulness
As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
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Miguel Ferreira
Getting attention isn’t enough
Building campaigns for attention alone won’t make people buy your brand. But attention that builds mental associations will.
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Miguel Ferreira
Your biggest perception problem might be your biggest strength
You can turn BIG marketing problems into BIG opportunities IF...you change how you think about them.
Sometimes being a "good enough" brand is good enough
The job of any good marketer is figuring out what people want and what drives people to make the choices they make. OR what's the one thing people want…
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Miguel Ferreira
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