copywriting
How to refresh your site content with minimum pain
1st December 2021 | Posted in Web content
Already got plenty of content, but it needs updating? That’s the story for many organisations. As an established business you may easily have a website that you set up years ago. The content is still valid, but it may no longer be to today’s tastes. What do I mean? When websites were first created, they […]
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 […]
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 […]
Thank goodness for Mrs Sweet, Mrs Hooper and the staffroom in general
21st May 2020 | Posted in Editing, Marketing communications, Website
I’ve been thinking of late how much I owe to the lessons at school that I didn’t really appreciate at the time. During lockdown I’ve reacquainted myself with my exceedingly dusty sewing machine. Quite honestly, if I hadn’t been taught by the terrifying Mrs Sweet about how to thread up the machine (and why are […]
Just one audience at a time keeps your messaging simple
11th May 2020 | Posted in Marketing communications, Small business, Website
You’ve got great ideas. They’re popping out of your head at the speed of knots. Offer these services to those people, these products to another set of people, add value and upsell with another great bunch of ideas …. Enthusiasm for your business – especially if you’ve got a new great idea you want to […]
