Author Archives: Gottfried Gemzell

Learn Copywriting by Writing an Insurance Ad In The Same Tone of Voice as Winnie-The-Pooh

Tone of voice is not genre specific. I repeat this sentence to myself every time I start off with a new client. Because it’s, for example, an insurance company, doesn’t mean that I’ve got to write boring ads. Just because some trades are more dull than others, doesn’t mean that my readers and my clients

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Learn Copywriting by Writing Display Copy For a Convenience Store

Marketing activities inside the store normally cooks down to a big red star with the price on. But for many copywriters, as myself, it’s a complete mystery why the different brands in general, and the stores in particular, does not use the spaces and mediums they own and control for marketing. Labels on bottles and

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Learn Copywriting by Creating Five Print Ads for Beer Placed in The Metro

Every media placement features its own unique possibility to talk with its audience. This is a fact I find disturbingly neglected by most buyers of advertising. The common view on outdoor print is a typical example of this stupidity. But now it’s time to wake up and smell the coffee! This assignment will open your

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Learn Copywriting by Writing a Christmas Story

Understanding the impact a text-format has on text-content is one of the most important lessons to be learned when becoming a copywriter. But I find that we all need to be remembered from time to time of the structural factors of a text. So every copywriter from newbie to nestor, here is an assignment for

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