kathy
Gender and pronouns in copywriting
19th October 2021 | Posted in copywriting
How do we as copywriters deal with the whirlwind of debate about how to address gender in our work? It’s clearly an issue that is taxing marketing minds in some quarters, judging by the sign-up forms I’ve encountered recently. Take the one I filled in last week to access a webinar that had absolutely nothing […]
How do you achieve authentic copywriting?
9th August 2021 | Posted in copywriting
Without some empathy for your readership, the words you share will really struggle to achieve your goals. So how to you find the right way to deliver your message to your intended audience? Understand the audience Defining the target audience is a first priority. A good way to do this is to create profiles of […]
Video could be your next best friend
16th March 2021 | Posted in Content creation
What happens when a school can’t show prospective parents around because they’re locked down? I’ve just been working with a nursery group to tell online stories through the eyes of a child about the laughter and learning they enjoy every day. The script was my role, but the video came first. In this guest blog, […]
How can you blend writing for humans with writing for SEO?
25th February 2021 | Posted in Uncategorised
Ever since search engines first roamed the internet, we’ve had this thorny issue to address. Do we write for our human visitors first or for search engines? Reading older SEO advice would give you the distinct impression that if you want to turn up in a prominent place in search engine results, you have to […]
How much does market knowledge matter when you’re hiring a copywriter?
2nd September 2020 | Posted in copywriting
As a marketer, do you feel you can only hire freelance copywriters who understand your industry inside out? Or do you believe that approach, experience and willingness to learn are more important skills? It’s perfectly understandable that you may feel you need a writer with a thorough background in your specialised business. But there are […]
Do you put pricing on your website?
30th July 2020 | Posted in Small business, Website
Yes, and no. The answer’s never simple, is it? Let’s say you’re not one of those ultra-sophisticated businesses that can personalise pricing according to the personal profile they’ve built about you from various sources. Not mentioning any names, but it has been suggested that travel companies and big consumer goods vendors might be quite handy […]
What’s the shelf life of a blog?
24th June 2020 | Posted in Blogging, Content creation
Current times have thrown up a whole new set of search terms for blogs. This time last year, who had heard of ‘coronavirus’, ‘Covid-19’, ‘lockdown’, or even ‘Joe Wickes’? The temptation in writing blogs for today is to throw today’s popular pandemic terms into the content with abandon. That’s certainly not wrong, especially if you […]
Who’s the expert? You are!
| Posted in Small business, Website
Writing the words for your website can be a daunting thought. There are so many things to get right, from grammar to SEO, that it’s not surprising many people want to hand the whole project off to someone else. That’s a great idea in many ways. As long as we’re all thinking about how complementary […]
Getting the grumps out of the way – and then starting again
| Posted in Blogging
I spent ages writing a blog yesterday that I’m not going to publish. Why? Because it broke umpteen of my rules of good marketing communications: It was grouchy It was very long It meandered It was all about me Now, I believe I have very good grounds for getting frustrated with a certain sector of […]
Copywriting for marketing in a Covid-19 world
11th June 2020 | Posted in copywriting
In the UK we’re just emerging from lockdown after the first wave of coronavirus prompted the government to urge us to stay at home if possible, and social distance while we were out and about. This has had a profound effect on every aspect of business and community. Organisations of every size have suspended marketing […]