• Direct Mail Sales Letters Rock (if you get them right)

    In my previous two posts, I started looking at whether email marketing has had its day, and then how to create effective emails if you decide to market your business that way. This time around I want to look at direct mail (the sales letter). My first post looked at why a physical sales letter […]

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  • Email Marketing – Do It Right Or Don’t Do It At All

    In my last post, I asked the question – has email marketing had its day? Whatever your thoughts on that particular quandary, if you do support email marketing, it’s important you get it right.  You only have to take a quick glance at your inbox every morning to see everyone is doing it. The trick is, […]

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  • Should You Invest in Email Marketing or Sales Letters?

    Email marketing was all the rage a few years ago. It heralded the start of a revolution in marketing. It was cheap, fast, and its results were easy to measure.  Fast forward a few years, and it’s now become a modern-day annoyance for consumers. From an initial trickle, their inboxes now overflow with communications they […]

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  • Get More Customers by Generating More Referrals

    Unless you happen to be in the enviable position of having more work than you can handle, you’re on the hunt for new customers.  The problem is attracting customers costs money so it’s important you find the most cost-effective way of finding them. You have your website, email marketing, other online marketing strategies, but are […]

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  • How Important Is Quality in Content Marketing?

    Content marketing is a vital part of your marketing strategy, but you don’t need me to tell you that.  You’re either writing your own stuff in-house, or you’re using an external copywriter (smart move). However, with the external writer option, how do you know you’re getting the best quality? In fact, does that even matter? […]

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  • How Copywriting Works – Keeping Up With Content Demands

    Keeping up with content demands is an issue all my clients face and no one more than Finastra, a global provider of financial services software. It needs a constant stream of white papers, market commentaries, brochures, software insights and software briefing documents for its global customer base. Keeping up with content demands is an issue […]

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  • How Copywriting Works – Launching a New Business

    Following on from last week’s case study about training materials, this case study looks at the role of copywriting in the launch of a new business. Case Study: Launching a New Truffle Supplier Business The truffle is a very lucrative commodity with a high demand, low supply ratio, but the opportunity to enter the truffle […]

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  • How Copywriting Works: Internal Training Information

    Rather than posting another article about the world of copywriting, I’ve decided to do something a bit different. Copywriting is more than just creating sales and marketing content. It also covers areas such as internal communications and training materials. That’s why I have decided to share this case study with you. Case study: Redesigning and […]

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  • How Freelance Copywriters Get the Best from Their Interviewees

    A big part of the freelancer copywriter’s workload is research. That could mean hours scouring the Internet, reading journals and magazines, or interviewing subject matter experts.  It’s the last one, the interview, I want to concentrate on here.  A subject matter expert is precisely what it says on the tin – an expert. That makes […]

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  • Why Isn’t Your Website Converting Visitors into Customers?

    Your website conversion rate is vital. Your website has one function: to sell.  I don’t want to hear ‘Our website isn’t for ecommerce, so it doesn’t have to sell; it’s just for information.’ No website should ever be for information.  My website isn’t ecommerce, but it’s where I show people what I do, why I […]

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