“Negative Advertising” is the subject of Chapter 18 of the copywriting classic “Scientific Advertising” by Claude Hopkins. In this short chapter, Hopkins discusses two types of negative advertising. The first is what is usually called “knocking copy” or directly criticising the competition. Hopkins strongly discourages this…
Copywriting Notes – More About Health And Fitness
Last week I talked about some general health and fitness tips for copywriters. This week I’m going to mention a few resources that I’ve found helpful. One of the biggest health risks for a copywriter, particularly if you work from home, is an overly sedentary lifestyle. This can have all sorts of undesirable consequences, not […]