The blog

Over-friendly copy can be a real turn-off for your audience

4th May 2010 | Posted in Branding

As it was a traditionally wet Bank Holiday in England here yesterday, we forsook a visit to the traditional Steam Fair on the village green and took a trip instead to a traditional stately home. This manor house with its origins in the 14th century is owned and managed by a national preservation organisation, which […]

Do you really know what your email audience wants to read?

19th February 2010 | Posted in Marketing communications

Interestingly, it seems that what marketers think is valuable as email marketing content isn’t necessarily what technology buyers want to see. According to report from MarketingSherpa (content available only for a couple of weeks), there’s quite a bit of difference in perception of what achieves clickthrough. Here are a few email marketing suggestions based on their findings: […]

Do you have time for blog writing?

10th February 2010 | Posted in Blogging

We all have good intentions. And certainly producing a blog two or three times a week as recommended by those who know is a pretty major good intention. Finding the time to write and write well is tough. MarketingSherpa has come up with 6 tips to help with blog writing. Not surprisingly, as I’m a professional copywriter, I’m […]

Is brand awareness always good for sales?

18th January 2010 | Posted in Uncategorized

In the UK we currently have two ad campaigns for insurance price comparison web sites that really stick in your mind. One has been winning plaudits for originality and humour, while the other has won the title of most irritating ad of last year. Both have achieved high brand awareness, so does it matter whether the campaigns […]

How do you spread your news?

5th January 2010 | Posted in Uncategorized

Once upon a time a press release was printed, stapled together, and mailed out to all and sundry in the hope it could be included in a magazine’s news pages. As an editor, I would receive tens if not hundreds of these releases a day. As we were a small publication, we didn’t have the […]

Direct mail still works

26th November 2009 | Posted in Marketing communications

Direct mail is often seen as the poor relation of more instant, Internet-focused marketing. Yet a recent survey found that 56% of marketers believe that direct mail still can influence top executives in organisations. The move towards online marketing is continuing though, driven partly by green concerns, and more recently by the UK postal strike. According […]

Yes, grammar does matter!

18th November 2009 | Posted in Editing

I have just read a blog on 28 tips for successful sales copy. (That’s a lot – people usually just stick with ten or even five Top Tips.) I totally agreed on 27 of the points, about understanding the product, targeting the message to the audience, and selling the benefits rather than the features. There […]

How long’s a good case study?

3rd November 2009 | Posted in Content creation

We’ve written probably hundreds of case studies, and by far the favourite style is the 2-sided A4 sheet, destined to be a handout or a download. We generally settle on a pretty standard format too: introduce the customer, explain their business/technical issues, describe the solution, and then focus on the benefits, now and into the […]

White papers make sales – official

13th October 2009 | Posted in Content creation

It’s easy to dismiss white papers as just a dull necessity for the techies, but latest research shows that they are more influential in buying decisions for technology purchasers than any other piece of collateral. US marketing communications agency Eccolo Media Inc talked to more than 50 American purchasers and influencers, discovering that any kind […]

Repurpose, reuse, revive your content

6th October 2009 | Posted in Content creation

When you’ve sweated blood to get the words right for your corporate brochure, web site, data sheet or any other piece of marketing writing, you want to make that copy work as hard as possible for you. By repurposing your content, you can adapt it to help market your business to your different audiences through […]

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