marketing communications
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 […]
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hundreds, if not thousands, of printed brochures or case studies that couldn’t be used because information had become outdated.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 […]
6 questions to ask when you’re writing marketing communications
9th September 2022 | Posted in Marketing communications
Whether you’re putting together a website, email campaign, brochure, newsletter or any other piece of marketing collateral, starting with these questions can help all the stakeholders focus on what you need to achieve and how. What do we need to create? Maybe it’s a brochure, but what sort of brochure? My current project is a […]
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 […]
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 […]
Who’s the expert? You are!
24th June 2020 | 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 […]
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 […]
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 […]