B2B marketing
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 […]
Rules for writing – sensible or balm for the ego?
6th August 2019 | Posted in Editing, Marketing communications
Plenty has been written about Jacob Rees-Mogg’s rules for writing for his staff, and I am no doubt very late to the party. Like many before me, I have worked through his list and muttered along the lines of: Right Right Wrong Bizarre Where did he get that from? Hmm, maybe (Though not necessarily in […]
I’ve written a book. A short book. About the value of copywriting.
2nd July 2018 | Posted in book, Branding, Marketing communications, Web content
Why did I write a book? Celebrity? Gosh, no thanks. Lifelong ambition? Nope. They say there’s a book in everyone. I think maybe Barbara Cartland got mine. Money. Not yet but I’m open to offers. Publicity for my copywriting business? I confess. That’s why. The end. Or not. Let me explain a little more. As […]
Copywriting that sales people can actually use
5th July 2016 | Posted in Content creation
Marketing people can give great briefs to copywriters. They really can. They’ve got a product or service to promote. They’ve researched its advantages and benefits for customers. They know who the customers are and something around their needs and aspirations. It’s all good. So marketing build a campaign that includes maybe direct mail marketing, articles, […]
If brands need to be transparent, why pretend about who you are?
17th September 2012 | Posted in Branding
Social media is making business honest, whether it wants to be or not. There are far fewer places to hide. Anyone in any way associated with your brand – customers, employees, partners, competitors, leaders – all have something to say. Disaffected stakeholders can blow the whistle on a company about anything, any time. From a […]
Cold-calling business to business
11th July 2012 | Posted in Marketing communications
I’ve just walked in the door from by Women in Business Network meeting. The phone rang so I answered and gave my name. After a pause, a hard-to-distinguish voice asked if I was Mrs Lawrence. Sigh. Yes, I said. “And how are you today?” asked the voice. Sigh. It just so happens I’d just been taking part […]
Celebrated literature and copywriting
5th July 2012 | Posted in Content creation
If you’re an avid – or even an occasional – listener to BBC Radio 4, the UK national speech channel, you’ll have noticed that it recently celebrated a James Joyce anniversary. (Other anniversaries are available – especially on the BBC.) It was the 90th anniversary of Joyce’s famous Ulysses novel, and Radio 4 spent the day broadcasting […]
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 […]