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Want to get the attention of a dream client? 

Send them a handwritten letter. Nobody does it. That’s why it works. It follows the Charm Offensive ‘formula’, as it were: — [Attention] – The form alone will get attention. You earn a few additional seconds attention because sending a handwritten letter in 2018 is archaically charming. [Disarm] – Now it’s time your words to […]

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Write to people, not ‘professionals’.

The unique benefit of the disarming Charm Offensive approach to copywriting – and the unique mechanism of action that makes it work. One of the many benefits of the Charm Offensive approach to applying for jobs, cold pitching, and other outbound sales endeavours is how prospects respond. This is most obvious when you see screenshots […]

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How to write funny sentences

This is a fun little trick I use a lot.   I realised recently I learned it from one of my best friends growing up.   You can mix formal, serious words with informal ones to create funny sentences.   I’ll start a sentence using words that are often used in formal (or at least […]

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Disrupting the game

Stephen Curry shoots 3 point shots from much longer distances than his peers. Why? Because nobody else takes them. Why does nobody take them? Because they’re low % (Shoot/Score) Why are they low %? Because you can’t hit them well from that far away. That means nobody was defending these shots. Curry trained and trained […]

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 ATTENTION PLEAS 

That’s not a typo. It’s terrible wordplay that I shall not apologise for. This blog is principally about standing out and getting attention. The key to doing this is to be interesting. You might ask, “What is it to be interesting?” I was watching the Joe Rogan podcast last night and a guy called Michael […]

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Exercise 4: The honest bio

Write the most honest CV or bio as possible. Talk about how you got started in your sector. Was it obvious all along? Or did you fall into it? Don’t brag, perhaps even be a little hard on yourself when describing your dedication, work ethic, skill etc. Perhaps talk about your surprise you’ve got to […]

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Satirical Press Release

Sorry to some of you who have seen this one already. I’ve added a little extra detail which may be helpful. Don’t worry, a third exercise “The Productive Rant” is on it’s way to you shortly 🙂   At some point, I decided to target PR and Communications Directors.  I figured they may have £budget […]

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