• Website Copywriting, Ego-warriors Need Not Apply

    website copywriting   At the beginning of every website copywriting project, the copywriter and client are immediately at odds. The client focuses on shouting about their business because only they can understand what they do and how great they are. The copywriter’s focus is on the audience. They know how important it is for the […]

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  • When is Duplicate Content Not Classed as Duplicate?

    Duplicate content   Unique content is one of the best ways to set your website apart from others. It’s your content – something no one else – so it makes you stand out. But, if you use the same content to describe your products and services on other websites, your website is no longer unique; […]

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  • The Importance of White Space in Copywriting

    White space copywriting   Copywriting is an industry, like design, that uses a lot of white space. It doesn’t mean the writer has run out of things to say. On the contrary, it emphasises, organises, and aids understanding. The world is full of clutter, bombarding our brains with ‘noise’ until they become overwhelmed and shut […]

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  • White Papers – Waste of Time or Content Gold Mine?

    White papers   Your white papers are often seen as the sober Grandaddy of marketing materials. Usually produced by the big hitters, they are frequently dense, wordy, dull affairs that look good, but no one wants to read. All too often, once published, they are left to fester in a digital vault somewhere never to […]

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