Ever noticed how things are often better in threes?

Two is too little. And four feels like it’s a tad too much.

But three?

Three feels just right, doesn’t it?

Humans love patterns

As humans, our brains are hard-wired to excel at recognising patterns. It’s how we’re built. Researchers even argue that our superior ability to process patterns is what’s behind most of the qualities that set us apart from other animals — intelligence, language, imagination.

Three is the minimum needed to make a pattern. Which means it’s got that one-two punch of brevity and memorability. …


Whether you’re a seasoned copywriter, a newbie or even just someone with a passing interest in advertising, John Caples’s book Tested Advertising Methods is a must read.

Published for the first time in 1932 — before anyone could’ve imagined the internet, let alone marketing 2.0, would one day be possible — the book remains so relevant it’s uncanny.

Actually, scratch that. It’s even more relevant today.

In a world where we’re bombarded with so much information that capturing people’s attention is an increasingly uphill battle, Caples teaches us that tried and tested methods (and a good dose of common sense)…


This post originally appeared on my blog.

Meet Jenny, my awesome cat.

She’s about nine years old. Or so I think. When I adopted her she was already an adult, you see.

Jenny and I have been through a lot together. We’ve moved four different houses in four different cities in two different countries. She’s travelled by car, including a seven hour stretch from London to Edinburgh. She’s been on buses. And she’s flown on planes (still needs to experience the tube though).

Jenny starts meowing insistently for food at 7 am sharp each morning and at 7:30 pm sharp…


This post originally appeared on my blog

Whether you’re a seasoned professional or a complete newbie, at some point it’s bound to happen. You’re going to find yourself in front of your laptop screen, staring at a blank page.

The cursor will blink accusingly at you.

The whiteness of the page will threaten to blind you.

Meanwhile, you’ll keep stealing glances at the clock on the top right of your laptop screen, feeling the pressure and trying to stop yourself from breaking into a cold sweat.

You guessed it, my friends. I’m talking about that most nefarious of mortal enemies…


This post originally appeared on my blog

Whether you’re a seasoned copywriter, a newbie or even just someone with a passing interest in advertising, John Caples’ book Tested Advertising Methods is most definitely a must read.

Published for the first time in 1932 — way before anyone ever imagined the Internet, let alone marketing 2.0, would one day be possible — the book remains so relevant it’s uncanny.

Actually, scratch that. It’s even more relevant today.

In a world where we’re bombarded with so much information that capturing people’s attention is an increasingly uphill battle, Caples teaches us that tried…

André Spiteri

director @ http://www.maverickwords.com / #fintech copywriter / musician / cat lover / dreamer

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