My blog: advice, insights, and musings

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How to write engaging articles (and content)

There’s no doubt written articles are essential for any B2B marketing strategy. And yet, so many businesses struggle to create engaging articles. According to the CMI, 65% know this. So, what on earth does an engaging article look like? In this post, I'll break that down into something practical you can follow.

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Why benefits are more compelling than features

There are many techniques to make your message more compelling. One is focusing on benefits instead of features. It’s a simple method, but many people remain confused about the difference. In this post, I’ll break it down and explain how to identify, and communicate, your benefits.

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Why a good story (or two) can grow your business

Do you love a good story? Me too. Many are compelling and memorable. Have you made the most of your customers’ stories? They’re a powerful way to sell yourself – without selling. And right now, there’s a great opportunity to collect them. I’ll explain…

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How to help your customers weather the storm

Are you getting bombarded by (now) irrelevant messaging? Discounts from stores you can no longer get to? Incentives that seem rather, well, trivial in the grand scheme of things? There’s a BIG point to learn from this…

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What does a freelance copywriter do?

Whilst you might feel the answer to this question is remarkably obvious, others will welcome a straightforward explanation. So, that’s exactly what I’m going to do in this post. I’ll illustrate the purpose of a freelance copywriter; what people like me actually do for you.

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Why good copywriters ask “why?” a lot

We expect toddlers to ask umpteen questions daily (and they do). But what about adults? Shouldn’t they know the answers by now? Turns out, asking questions IS a good tactic when you’re older. And us copywriters are old hands at it. For good reason.

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Should you always optimise your web copy?

SEO, keywords, metadata, H1 tags. Does it wear you down? This post is for you. I’m not going to talk *tech*, I want to get some perspective on the issue of optimising web copy to please the likes of Google. Is it essential, optional or a happy balance? Read on.

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Why you shouldn’t let your sales team write your case studies

I want to tell you a story about writing case studies. A client of mine wanted to create some fresh material. Current articles were terribly outdated. And so, they decided to gather their own content from the first customer. After all, it was their customer and they just needed their salesman to ask for a few more details, surely?

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Did automation compromise my authenticity?

I tested some automated software on my Twitter account recently. And it got me thinking. How much automation is too much? And will automation water down, or even remove, our authenticity? As businesses and, dare I say it, as people. Let me explain…

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