It’s here again. It’s almost Christmas. And there are things everywhere.
Things to eat. Things to do. Things to wrap.
As you’d imagine, I’ve written copy to sell a huge range of things over the course of the year – from cars to milk.
But many of my most memorable projects in 2017 haven’t been about selling things at all.
They’ve been about selling ideas.
You see, a copywriter doesn’t just sell things. They sell ways of thinking. And beliefs. And attitudes. And people.
Most recently, I was invited by online tutoring platform Tutorful (formerly Tutora) to help university applicants do just that: sell themselves with words.
In How To Sell Yourself in your Personal Statement, part of The Complete University Application Guide, I cover:
- How classic copywriting techniques apply to selling a human being
- Why a claim and then proof is better than proof that builds to a claim (here’s a clue; nobody will read any of it)
- The importance of talking to people, not institutions