Robert Bruce

  • Why Sex Doesn’t Sell

    In his essay, “It’s Necessary for the Scene,” American playwright David Mamet explains why no play or movie he writes or directs include explicit sex scenes. Mamet is no prude. He cut his teeth in the theatre, working in and around that last great institution of vagabonds and players, excess and fornication.

    Robert Bruce/ Copybloggerin Content- 10 readers -
  • How to Become a Great Copywriter

    Copywriting is not writing. It is assembling. The best copywriters collect the varied parts of their research and assemble those parts into a true story that resonates with the particular worldview of an audience. Then that story is tested, tweaked, and deployed again. A story that enters the conversation an audience is already having, can be a story that travels.

    Robert Bruce/ Copybloggerin How To's- 17 readers -
  • How to Get Your Writing on the Road to Being Read and Spread

    I’m going to let you in on a little secret. It’s something the immortals — from Aristotle to Ogilvy to Mamet — have known, but few have stated it as directly as I’m about to. By now, many of you know the basics of the craft of copywriting … Know your audience. Know your product cold. Research. Nail the headline. Write plainly, in the language of your audience. Research more.

    Robert Bruce/ Copybloggerin Content How To's- 23 readers -
  • Sherlock Holmes and Mastery of the Craft of Writing

    Sherlock Holmes was the greatest Consulting Detective in the world. Though merely a fiction — written over a century ago by Sir Arthur Conan Doyle — his methods of logical deduction are without equal. Holmes’s mastery of his craft brought him to the fog-cloaked London doorsteps of the most powerful people of his time. Correction: he was so good, those clients came to him.

    Robert Bruce/ Copyblogger- 22 readers -
  • The Old Man and The Pen

    This is a simple story about the life of a particular writer, and how he ignored the one thing about his craft that would have given him everything he truly wanted … A young man in his late twenties decided to become a writer. At the beginning of the pursuit of his craft, he sought out all the writing advice he could find.

    Robert Bruce/ Copybloggerin Content- 24 readers -
  • The Subterranean Foundations of Any Good Content Marketing Strategy

    Let’s go deep for a moment. Below the surface, not in the 20th-century French existentialist sense, but to a much more simple understanding of depth that can actually start to make things happen for your content marketing strategy … whatever it is you’re trying to do online. As Mr. Sartre once said, “Words are loaded pistols.” I happen to believe that is a true statement.

    Robert Bruce/ Copybloggerin Content- 27 readers -
  • Why You Hate Writing

    The blank page is a nightmare. The great writers of the ages have feared it more than evil spirits, wasting disease, and visiting in-laws. Yet, if you want something to happen, you’ve got to spill the ink on that thing. You’ve got to do it every day. Like a detective, the writer is always digging. And when that digging unearths an idea, the writer is desperate for a way to get it down.

    Robert Bruce/ Copyblogger- 34 readers -
  • The Art of Finding Ideas

    Every writer who has ever lived has lusted after ideas. Where are they, how do I get them, and how do I keep them coming? If you’ve been writing long enough, you know that — like Solomon — there is nothing new under the sun. Try as you might to sweat them out of your head or pull them gently from the stars above, there are no new ideas. So, relax.

    Robert Bruce/ Copybloggerin Content- 38 readers -