• Stop Littering Your Copy With Playground Taunts

      Why is it, when growing up, someone always has something bigger and better than you? Their toy is better, they’ve seen the latest age 18 release at the cinema (which, considering the fact you’re only 12 they obviously haven’t), and they went abroad on holiday while you went to Skegness. Not much fun is […]

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  • How To Make Your Marketing Stand Out When You Don’t Have An Obvious USP

      You are advised continuously to promote your USP in all your marketing materials to make you stand out. OK, that makes sense. But what happens when you don’t have an obvious USP? Plus, what if you work in a less-than-glamorous industry (aka one that’s as boring as hell) in which you and your competitors […]

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  • The Copywriter’s Green Cross Code

      If you’re a similar age to me and grew up in the UK, you’ll probably remember the government’s various public safety films that featured the likes of Tufty Fluffytail, ‘Charley says’, and the Green Cross Code Man (aka Dave Prowse who also played Darth Vader). Well, the copywriter’s green cross code is nothing like […]

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  • Don’t Make People Hunt For Your Content

      You’re good. You know that. Your writing is spot on and full of golden nuggets. You write every post confident that people will flood your site to read it. The problem is a drought has hit; where there should be people clamouring for your wisdom, there is nothing, nada, zilch. It’s great that you […]

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  • Content That Stops The Scanners In Their Tracks

      Scanners are people who read stuff online. They are the ones your content has to convince to buy your product or service – not easy. Most businesses are used to selling face to face (not all, but a lot). The problem is selling with your customer in front of you is easy. You can […]

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  • Why Haven’t The Principles of Copywriting Changed?

      Internet marketing and all its associated skills change faster than a cheetah on roller skates (couldn’t find an image of that anywhere). New technologies force web designers to adopt new techniques. The search engines never stand still in their quest to deliver the perfect search experience. But there’s one thing that hasn’t changed at […]

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  • Creating Content – Who Are You Taking To?

      Consumers are drowning in a flood of content. Everywhere you look, someone is writing an article about something or other. Some are great and well worth reading. Most are – well, not to put too finer point on it – crap. When I read some of the stuff out there, I can almost visualise […]

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  • 5 Ways to Stop Selling and Make An Impact

      Do you want to know what’s turning off your customers? Your insistence on selling to them at every given opportunity. You might think that as a marketer that’s your job. Well, you’re wrong – at least not to overtly sell. This theory is backed up with some research carried out by Neilsen that identified […]

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  • Please, Please Read My Content

      Do you get the feeling that you’re writing to an empty room? Despite spending hours crafting your blog posts, no one seems to be reading them.   You’ve spent ages researching and compiling a list of topics as long as your arm that you know your audience will love, and yet they’re met with […]

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  • Content Marketing Strategy – Where Do You Start?

      You need a content marketing strategy, but where do you start? Do you blog, write white papers, curate content? The one thing you’ll realise very early on is that some types of content take a lot of time and energy to create, whereas others can be done quickly. Some will generate a shed load […]

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