I cam across these classics from Tim Delaney today. I was reminded of a truth: Only about 2% of the general public will ever read your bo...

Barbara Tuchman is not a copywriter. She is a writer of history. This is the opening paragraph of her famous book on World War I, The Gun...

Writing body copy is like going from LA to Boston making stops in Denver and Pittsburgh. You need to know where you're starting, and whe...

When I was a student, they copywriters had an entire semester dedicated to body copy. With good reason. It’s a dying art. But one copywrit...

If you need three headlines, you should write at least 300. But if you're going to write body copy, don't throw out the 297. Just be...

A week ago I was called in to help do some finessing on a big pitch. One of the things I was asked to do was to write body copy for the ads....