NeilMattingley.com

I read recently that between 1995 and 2005, the sales of cookbooks increased by 5% a year. That’s a sizable increase – in any one’s language. Obviously there are lots of reasons why cookbooks sell. It could be the food itself. Or the photographs that show off the food. Or the emotional connotations associated with [...]

One of my favourite copywriters is Ben Settle. I get an email alert from him about four or five days a week. Now Ben’s one of a number of copywriters I get email alerts from. And even though time doesn’t allow me to open every email he sends me, I do open the majority of [...]

The late Eugene Schwartz once said that the aim of copywriters should be to write to the “Chimpanzee brain” when trying to sell a product. What did he mean? Well, he was referring to the fact that our brains are actually three brains put together…But only one of them held the key to more sales. [...]