NeilMattingley.com

All words were not created equal. Some look flat and sound flat. Think of the word “nice” and you’ll get where I’m coming from. While others demand attention. Not only is there an edge to the way they look and sound, they defy anyone to not be affected by them,  EMOTIONALLY. I came across one of [...]

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. [...]