Author: Evgeni Asenov
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How to write good microcopy.
At Briefer Copy, microcopy is art. Writing brief, aware and authentic Microcopy is hard. It requires you to understand the product, the user journey, and the action the person on the other side of the screen wants to accomplish. After going in-depth on UX copywriting and exploring how its focus is also on the product […]
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David Abbott’s creative genius.
Very few copywriters can claim the amount of impact they’ve had on the world that David Abbott can. His work for Volvo, The Economist, and Sainsbury’s has made, makes, and will make copywriters and advertisers drool over for decades. You just can’t be as cool as David Abbott. So, what made the man behind the […]
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Apple’s 8 secrets about landing page copywriting.
Landing page copywriting is a tricky business. A handful of companies can claim mastery on their landing page copy, yet if there’s one that can be categorized as “the best” it’s Apple. The Cupertino-based giant has turned its product landing pages into an experience. They’re so good at making you experience their product, you can’t […]
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Don’t read this post about Patagonia’s advertising.
Patagonia advertising is… well, genious. The sustainable clothing brand that knows a thing or two about advertising . You’ve heard of them before. Or, at least, you’ve seen a grey-vest-wearing stockbroker on TV. Yeah. Those grey vests, they’re from Patagonia. Why do stockbrokers wear them? Beats me. Patagonia does little marketing to sell its grey […]
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How one bank productized boring with pride credit cards.
This tiny article about pride credit cards is part of my newsletter Electric.. If you wish to do a deep dive into the minds of the marketers, creatives, and copywriters that hide behind logos and aren’t afraid to do something that’s outside their comfort zone, consider subscribing. Revolut’s been busting the banking world’s ass for […]
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Master UX Copywriting: What is it and How to do it
I’ve been exploring the depths of UX copywriting in past few months. While it may seem a bit boring, and what most copywriters may define as “easy”, UX copy is a branch of copywriting as vast as copywriting itself. In this guide I’ll try my best to concisely sum up everything I know about UX […]
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How to write a damn good hook sentence.
If there’s one thing that we as copywriters should take away from poets, writers, and novelists it’s the art of writing a powerful hook sentence. A hook is something that gets the reader to continue reading. And when we’re writing any type of content online we want the reader to read at least long enough […]
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How to write (web) copy that sells.
For the past five months, I must’ve heard the same sentence around fifty times. It goes something like “Copy is the best entrepreneurial skill you can learn.”. In my opinion this a whole lotta bull. Selling your services and networking are by far more important than writing pretty words. And this comes straight from a […]
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Manipulation in advertising
The average American ignores 3,500 ads daily. That’s a lot. In fact, it’s so much you can say we ignore the shit out of advertisements every day. Are people immune to advertising manipulation? It seems like even though we disregard ads on the conscious level, manipulation in advertising is still working in the subconscious. It’s […]
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Conversational copywriting
As a copywriter, I’m known to have a more conversational tone. Even on Brief-er.’s homepage I boldly teach that great copy sounds human. Like you and I are at a coffee shop, chatting, nonchalantly. This article is no different. Conversational copywriting is slowly becoming the new norm. There’s only one problem to it — slowly. […]