• Copywriter Breaks Grammar Rules

    I love the English language, its intricacies, foibles and downright daftness at times. However, as a freelance copywriter, I refuse to be bound by and caught by strict grammar rules.  Some rules are meant to be broken, and I have, unashamedly, been breaking grammar rules since starting our as a freelancer back in 2007. You […]

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  • Copywriting That’s Different Wins Every Time

    What is the biggest mistake my copywriting clients make? Asking for their content to be “just like their industry norm.” No, no, no, no, no. The whole point of your website (brochure, or whatever other piece of marketing collateral you’re working on) is to make you stand out as being different from your competitors.  I […]

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  • Copywriting Isn’t Just Writing

    Copywriters (most of them) don’t just write. They are multitalented, creative individuals who don’t only produce superb content, but also other valuable expertise.   Let me explain.  Creativity is more than writing One of my recent projects involved working with a global risk management insurance brokerage and advisory company to look at their internal information portal […]

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  • Experienced Copywriters Need Not Apply

    “Are you an experienced copywriter in our industry?” “Have you written for our type of company before?” Those are the two questions potential clients always ask.  Let me ask you something – why do I need experience in your industry to write about it? Why experience is a bad thing You probably think that to […]

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  • How Empty Is Your Website Copy?

    Empty website copy is rife. Your website content should attract, inspire, and persuade readers that your product or services are just what they’ve been looking for.  However, that said, there are far too many websites out there with empty content.  They may look pretty, but all their doing is taking up valuable internet real estate. […]

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  • When Is A Commercial Writer Not A Commercial Writer?

    How to avoid confusion with your marketing The term commercial writer is synonymous with business writer and copywriter. It’s just one that you don’t see very often. Probably because of the confusion it creates.  In fact, the world of the copywriter is fraught with confusion.  I’ve worked in a freelance role for over a decade […]

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  • Brochure Copywriting – What Should It Contain?

    Brochure copywriting isn’t any different to any other form of copywriting.  You’re using well-chosen words to engage, persuade, and entertain your readers. However, your brochure must standout as an individual piece of marketing rather than a carbon copy of what you’ve done before.  Where your brochure should start First and foremost, your brochure is a […]

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  • Why Corporates Benefit From Working With Copywriters

    The relationship between corporates and copywriters is long established. Specialist writers don’t come cheap, and often they are not needed on a full-time basis. That’s why partnering with a freelance copywriter works so well in the corporate world. Here’s post I wrote a while ago (updated) to illustrate this point. Corporates and Copywriters – why […]

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  • Brochures And Websites – What’s The Difference?

    No, I’ve not gone mad. I am aware that websites and brochures (even e-brochures) are very different things, however I’m not convinced everyone knows the difference.  This is where I stand on the issue.  Your website Your website is your online shop window. It’s there to set out your stall, show people what you do […]

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  • Copywriting By Committee Is A Recipe For Disaster

    It’s funny, isn’t it? No one wants the job of creating content for your business, and yet, when you get a professional copywriter in to do the writing for you, suddenly everyone wants to be heard.  The process usually goes something like this.  The person who (in their eyes) drew the short straw finds a […]

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