Five tips for more effective recruitment advertising

1          Include a headline. Too many recruitment ads lead with the job title. That’s fine if it’s read by somebody actively looking for that job – they’re likely to apply to each and every relevant ad. But there may be…
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How copy became a commodity.

As any experienced copywriter will tell you, everybody in the marketing industry thinks they’re a copywriter. Agency account handlers are convinced they could do a better job than their creative colleagues. Client marketing directors are convinced…
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What makes great copy?

Anyone can write copy – and by write, I mean come up with a headline and a succession of sentences promoting a product or service. But what sets great copy aside from run-of-the-mill stuff? First, great copy reflects the personality of…