• 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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  • 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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  • The Age of Fake: Why Seeing and Reading Isn’t Believing

      It would seem that nothing is as it appears today. Magazines are regularly being hauled over the coals for airbrushing photos of celebrities to the point where their mothers would struggle to recognise them. Photo enhancing apps mean regular people (like you and me) can now retouch photos before uploading to Facebook or Instagram, […]

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  • Website Content: Why You Need Three Levels of Content – Part 2

      This is part two of the article looking at the different levels of content needed for a successful website. Level Style Purpose 1: Main web pages Conversational, customer focused, Plain English, concentrating on the benefits SEO – engage – convince – convert   2: Case studies and testimonials Conversational, Plain English, focus on service, […]

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  • Case Studies – How to Write Them [Infographic]

      Following on from my last post that talked about testimonials and case studies, I came across this infographic on unbounce that I thought you would be interested in. If you’re going to write case studies, it’s important to make sure they tell the story you want to get across. This infographic gives you a […]

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  • Testimonials or Case Studies?

      Testimonials or case studies? Which is best? Well, one thing’s certain, no one will believe a word you say without proof. It’s true. Your website content can be as compelling as you like, but if you don’t back up your claims in some way, no one is going to buy from you. The usual […]

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  • Why Case Studies Win Over Testimonials Every Time

      You can talk about your services and products until you’re blue in the face, but without some sort of social proof, no one’s going to listen. Think about how you seek out new suppliers. You’ll do a Google search, make a shortlist, check out their websites, find out how they’re going to make your […]

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  • Copywriting–Conveying Trust

      In any business relationship, trust is probably the most important factor. After all, if someone doesn’t trust you they’re not going to buy from you. So, when you’re creating your marketing materials, your copy has to convince your readers that you are trustworthy. Before I go on to explain how this can be achieved, […]

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  • Effective Case Studies

      The humble case study can be like the AK47 of your marketing armoury. What better way to boost your company’s profile while showing your customers a real-life example of exactly what your products can do for them. The most powerful case studies are those that combine an interview with your customer. using quotes from […]

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