Using Desire And Danger To Create Compelling Copy

We're joined by Jonathan Kranz, Principle of Kranz Communications, and author of Writing Copy For Dummies who shares his formula for killer copy, which includes desire, danger and drama. He talks to us about the importance of content quality, why understanding your audience is so important, and how to approach copywriting for a B2B audience.

Jonathan has a MFA in creative writing, and since earning this has gone on to write content for numerous clients around the world, including Harvard Business School and Symantec. He has also taught at Harvard, whilst running his own business, something he founded in 1996.