copywriting
What is the value of a case study?
2nd June 2023 | Posted in Case studies
Case studies, customer success stories and references – all part of the marketing armoury, but are they right for you? And if they are, how do you go about writing them? The marketing value of a case study For a customer there’s something very comforting about finding there’s someone or some organisation with similar needs […]
The content doctor will listen to you now
6th April 2023 | Posted in Web content
One of the benefits of not quite the right prescription for your lenses is that you can read things that weren’t actually there. It can be amusing. Sometimes it’s useful. This morning I came across someone describing themselves as a text doctor. Only that’s not what they had written – they were a text neighbour. […]
About timeliness and shelf life
14th February 2023 | Posted in Website
Back in the bad old days, when all marketing communications were printed, we – the marketing team and the copywriter – always talked about shelf life. You really didn’t want to get stuck with hundreds, if not thousands, of printed brochures or case studies that couldn’t be used because information had become outdated. Today the […]
ChatGTP – am I bothered?
26th January 2023 | Posted in copywriting
First, I must confess, I did try to log into ChatGTP to try it out for myself, but it was over capacity, which seems to be an experience of many. I am therefore relying on the opinion of others when I say there is some fear that artificial intelligence is about to wrest copywriting from […]
Revamping your web site – it doesn’t have to all be done today
11th January 2023 | Posted in Web content
When you’ve got a website that’s grown over time as you’ve added new products and services, it can seem like a mammoth task to overhaul the content. It’s not just about updating information and taking out what’s no longer needed. It’s also about evaluating your style. Is the way your content is written consistent across […]
When did you last update your FAQs?
4th October 2022 | Posted in Web content
I’ve just been working through the Frequently Asked Questions on the website of a client. The web site has been established for several years, so it was due a refresh. We made sure the offerings text was current, updated the About Us sections, made sure the delivery process was accurate – and all that good […]
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 […]