• Go Green With Your Old Content

      Being green is the new black. We’re told to recycle everything, so how about recycling your content? Over the years, you’ll build up a valuable library of content. It contains things like blogs, articles, videos, reports, white papers, and case studies. Rather than leaving it on your hard drive, make it work for you […]

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  • Why Don’t You Want To Be Different?

      From an early age, we’re led to believe that being different is a bad thing. Throughout our school journey, we want to fit in with the ‘in’ crowd. We see our parents frown at those who embrace their individuality through makeup, clothing, behaviour etc. Their disapproval rubs off on us, reinforcing our ‘different is […]

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  • Why It’s A Bad Idea To Write Your Content In-house

    Times are tough and you need to keep your costs down, I get that. But it’s important not to lose sight of the bigger picture while you’re finding ways to trim your spending. If you’ve used a copywriter in the past, you may decide bringing content production in-house will save you money. However, the opposite […]

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  • How To Focus Your Copywriting

    Understanding who you’re talking to When you settle down to start writing your marketing content, who or what are you thinking about? Allowing spurious thoughts to enter your head while writing (such as what’s for tea tonight, or did you feed the cat this morning?), will lead to disjointed thoughts that have no focus There […]

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  • Do You Know Who Your Audience Is?

      How to write content your readers will love One of the most common mistakes I see in marketing content is an apparent disregard for who is going to read it. Companies know they have to sell to their customers. They even know the type of person who makes up their ideal audience. And yet […]

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  • A Feature Is Not A Benefit

      Not so long ago, I wrote a blog post about features and benefits. I was back on my soapbox again talking about the difference between features and benefits. Just to remind you: A feature is what something is A benefit is what something does So why am I writing about this again so soon? […]

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  • How To Write Natural Content

      When it comes to copywriting and writing content in general, the only way to be is natural. That sentence sounds strange because surely writing is natural. You would think so, but something bizarre happens to people when they prepare to write their web copy, blogs, brochure content, emails etc. They lose the ability to […]

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  • Why Writing Copy Is a Lot Like Cycling Up a Mountain

      Having returned after a two week cycling holiday in Gran Canaria, I was reminded of a blog post I wrote four years ago after cycling in the Alps. For many, placing ‘cycling’ and ‘holiday’ in the same sentence might seem peculiar, but for me, they go together. Admittedly, having not ridden my bike for over […]

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  • The Etiquette Of Typo Calling: Revisited

      A while ago I wrote a blog about the etiquette of typo calling. At the time it was pretty well received, and after an incident yesterday, I felt compelled to share it again. What happened? I messed up. Yes, I hold my hands up and admit I let a glaring typo slip through the […]

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  • Why Pain Trumps Features When It Comes To Copywriting

      Selling shouldn’t be painful, but that doesn’t mean you can’t enhance your sell case with a little discomfort. When it comes to selling to your customers, it’s important to remember they must need your product or service before you can sell it to them. They are not going to wake up one morning, see […]

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