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White Papers – Not Dust, No Starch, No Snoring
Even the words ‘white paper’ trigger a yawn, and yet it should be one of the most exciting and entertaining pieces of marketing your company produces. Traditionally, they are viewed as being dense, technical documents that bore the pants off the reader. That’s why once sent out, the generally gather dust in the recipient’s […]
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Why Copywriters Are the Ventriloquists of the Marketing World
Ventriloquism wasn’t even on my radar when I started as a freelance copywriter, but it soon became apparent that it would be an essential skill if I were going to make it in this industry. Most people make the mistake of thinking that writing is, well, just writing. It isn’t, especially not in the context […]
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How to Use Storytelling in Your Content Marketing
If you are sitting comfortably, I’ll begin. Once upon a time, there was a marketer that wanted to make an impact in his industry. Everywhere he looked, his competitors were getting more business and greater exposure even though he believed his product was head and shoulders above theirs. Despite his blogs, social channels and […]
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Building Your Brand Reputation Through Content
Have you noticed that practically all aspects of marketing come down to one thing – content? Even your brand reputation depends on it. Your content says a lot about your brand, so it plays a crucial role in building its reputation. Getting your content right will deliver viral brand awareness, an increased conversion rate, […]
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Writing Persuasive Content Without the Cheese
Let’s get one thing straight from the start. Persuasive content is not brightly coloured, bold, italicised or a combination of all three. All that does is to create a look that’s cheesy, unprofessional and downright stupid. The power must come from the words you use and not the form that they take. Another thing to […]
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How to Get Your Messaging Just Right
Messaging, or rather the lack of it, can be the downfall of your business. You may have thought that coming up with a winning business idea and getting it off the ground was the hard part. Trust me, that’s nothing compared with coming up with the right messaging. Why is it so important? Without it, […]
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UX/UI Copywriting – The What, Why and How
It’s tough keeping up with all the new terminology that keeps springing up. In my industry, the latest is UX/UI Copywriting. Its primary use is within the technology and software sectors, and this article will help you understand what it is, why it’s needed, and how it’s done. What is UX/UI copywriting? To kick things […]
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STOP PRESS: Grammar Rules Are Not Set in Stone
I can hear all the grammarians taking in a deep collective breath. So, before you get ready to type your outraged retort, allow me to explain my viewpoint. The English language isn’t static; it’s been on an evolutionary journey from the first moment it was uttered. Initially, when it was merely a spoken language, grammar […]
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What Do You Do When Your Freelance Work Dries Up?
The COVID pandemic is hitting freelancers hard. Either their work has dried up completely, or their clients are driving them down on price as their budgets contract. It’s a tough time; one that many companies won’t survive. But it’s not all doom and gloom. I wrote the following post a few years ago. Considering the […]
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How To Brief A Copywriter
The way you brief your copywriter will determine the success of your project. No, really, it will. Get the brief wrong, and the end result will be completely different from what you were expecting. And it won’t be your copywriter’s fault. You see, the brief you give are your instructions. They will be followed to […]
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