Blogs can work really well for all manner of businesses, so long as you know what to write and how to write it. These points often trip people up, so in this post, I’m going to discuss how you can continually generate some valuable blog post ideas that your audience will want to read and share.read more
I’m a freelance marketer. I’m also a freelance copywriter. If you want maximum effect, the two go perfectly hand-in-hand. This post will explain why.read more
You have pantone references for your corporate colours, style guides for the use of your logo. But what about some clarity around your “voice”? In this post, I consider why a consistent voice is important and what elements can help you to achieve this.read more
We can all write copy, surely? Granted, that’s one argument. But can we all write copy that engages, copy that motivates, copy that sells? No. And that’s why every business - even the smallest - stands to gain from hiring a copywriter. Let me explain.read more
Love them or hate them, capital letters have their purpose. But increasingly, people are using them in the wrong places and as a copywriter, that grates. Whilst some instances are considered subjective, there are certain rules to follow. Does it matter? Well, I think so. It makes your copy far more credible and therefore, effective. Here’s some guidance.read more
Your copy often comes before you. Whether on your website, in a sales letter or a brochure, people make assumptions about you (and your business), based on what they read. They assume your competences, your business style and your ability to help them. All before they have even engaged with you. There’s many simple tricks to make a piece of business copy far more powerful – delivering better results for you. Here’s ten that will make a significant difference to the performance of your business.read more
I write a lot of website copy and quite frankly, there can be more work to do before you start being creative. Think about decorating a room. It’s just the same. The quality of the finish is in the preparation. Your “finish” is a website that engages; and prompts action. So, here’s a list of those essential tasks.read more
Look around the internet and you’ll quickly find many dull About Us pages. Third person timelines of the company growth. Detailed explanations of the organisational structure. If this is you, you’re missing a trick and I’ll explain why.read more
You know the type of copy. We’ve all read it. “This is a great special offer! We’re here to help! Call us now!!” Whilst liberal use of exclamation marks can be forgiven in personal emails and social posts, what about business copy? I have a point of view. Read on to hear it.read more
It’s easy to create words to fill the page. It’s much harder to create words that effectively convey your message or prompt action. And in business, that’s what you want to do, right? Here’s a list of the most common problems I see in copy; from my past clients and the wider world.read more
There are many things that get better with age. Fine wines, a decent cheese, children. I’d like to add copywriters to that group. In this blog, I’ll explain why there is so much more to gain from hiring an (ahem) older copywriter.read more
Good question! And one that I get asked A LOT. I’d love to say something direct, like “£362.80.” But there’s no immediate answer that’s meaningful for you. So, I’m giving this question the thought it deserves. My post should provide plenty of clarity for you.read more
You might have heard about the “power of the case study”. But how do you write a story that engages and motivates your audience? In this post, I’ll explain the value of case studies and give you a simple framework to build from.read more
Well blimey, that’s a blinding question to answer. A rising trend in business copy, let’s take a look at what slang is and the benefits it might offer your copy - when incorporated in the right way.read more
Many businesses intermittently prospect for business when they're not too busy. But your potential new customers might not need your products right now. And then you forget to follow up. The prospect becomes dead again. I want to explain how email nurturing can add value to your reputation and keep in touch until the prospect is ready to buy your product.read more
Whilst placing a paid advert in a magazine is always an option, few businesses get involved in editorial opportunities. And yet, they can be more credible and cost less! Have you got plenty to say? Ever asked the question: how do you get featured in magazines? You'll find this post interesting then.read more
Like me, you’ll be bombarded. Daily. Whilst you’ll glaze over many emails, websites and social media posts, some will grab your full attention. Ever wondered why? And what you can learn to help your own business? My post shows you how to increase the odds of engaging your reader with your words.read more
You’ll know about blogging. You might even do it. But how often should you be posting to make a difference to your business? I’m going to take a practical look at that question for you in this post.read more
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?read more
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.read more
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.read more
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…read more
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.read more
Eh? Stay with me, there’s a clear connection, I promise. But first, I need to tell you a little bit about Margot and the *ahem* addiction we both share. This gets personal.read more
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.read more
I recently came across a fantastic little book called Instant Inspiration for Copywriters, by R. Scott Frothingham. It’s packed with thought-provoking quotes from eminent copywriters. And that’s it!
Many of the quotes tell a much bigger story, so I’ve selected three and given them more context. I hope you find this useful.read more
There’s certainly no shortage of content these days. But there is a shortage of good content.
And for many businesses, it’s a little hit and miss when time allows. So, how about creating a focused plan and a productive habit that’ll help your audience like and trust you?read more
I hope I’ve not just taken you back to your English lessons. It wasn’t my intention. I try not to get too hung up on jargon – there’s more to life. But this one is worth your attention because it can make a real difference to your business copy. So, I’ll explain in a (hopefully) pain-free way.read more
Right now, having the best possible online presence is smart. With so many businesses working remotely your website is vital to ongoing communication and brand presence.
But just like the Forth Road Bridge, keeping your website in shape is a constant challenge. And that includes the copy.
Whether you’re creating a new website or looking to update an existing one, you’ll want to understand how much a website copywriter would charge.read more
2020 hampered many things. It also accelerated countless others. Throw it all in the pot and we’re in the middle of rapid change – however you look at it.
So, where does this leave copywriting?
What with video marketing exploding, the march (race) of Artificial Intelligence, and attention spans plummeting, should I just pack my pencils away now?
I don’t think so.read more
Copywriters LOVE questions. Not just asking them but sprinkling them in copy too.
I want to unpack more about using questions in business copy and provide some tips to make it work for you.read more
Customer stories are jewels in your marketing armour. They explain, they influence, they build trust. Yet, creating them takes investment and effort. So, be sure to get them in front of as many prospects as possible.read more
Good question. And one I’m going to help you get your head round in this article.
It’s a term increasingly used by marketing teams – even in B2B businesses. That’s because more and more B2Bs are taking down their guard and coming across, well, more human.
Should you?read more