• Human Writer vs. The Machines

      The growth of AI and other automation are threatening the human race – in particular, our jobs. Many believe this is a good thing as it will release people from mundane work and enable them to use their skills elsewhere within a business to drive growth. Bob Bly, in his recent post, ‘Is the […]

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  • How Reverse Engineering Will Add Power to Your Content

      When designing a new product or service, what’s your first step? You don’t launch into designing your packaging or anything like that (I hope). No. Instead you think about your target audience: Is there one for what you want to offer? Who are the types of people you want to sell to? What is […]

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  • Benefits Sell; Features Tell

    Peeking Behind the Sales Curtain   How many times have you heard that your copy should show and not tell? Even though it’s something you keep hearing, it’s not always something that’s easy to achieve. In fact, you might be of the opinion that its utter nonsense and people will only buy if you tell […]

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  • Focusing Your Message – What Are Your Priorities?

      One of the biggest issues I find in the marketing world is clients not knowing what their priorities are. Or, to be precise, they think they know what they are, but they’re wrong. Let me explain. When meeting with a client for the first time, I’ll spend a lot of time chatting about what […]

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  • I Want What They’ve Got or Why You Shouldn’t Try to Copy Your Competitors’ Copy

      Apart from the obvious plagiarism side of things, there’s another excellent reason why you shouldn’t copy the same approach as your competitors. Every year I am asked, at least twice, by potential clients to “just write it as they’ve done it. We offer the same so you can use their content but just change […]

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  • Why Ignorance and Copywriting Go Hand in Hand

      Why should you go to the trouble of finding a copywriter who can create your content for you when you have a team of people already working with you? They all have the necessary basic qualifications for work and can write pretty well (some better than others). Granted, they’re often tied up with their […]

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  • Why Aren’t People Reading Your Content?

      The simple answer to that question is because it bores the pants off them. Harsh words, but very true. Yes, you may well have spent hours labouring over your article. I’m sure it is incredibly well researched and has been proofread within an inch of its life, but that still doesn’t mean it’s interesting. […]

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  • Why You Don’t Need to Use a Copywriter With Experience in Your Industry to Get Great Copy

      Not only do you not need to use a copywriter who has experience in your industry to get great copy, but it’s also better if you don’t. Let me explain. If you were launching a brand new product to market and wanted the best field sales team possible, what would you look for in […]

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  • Why Your Content Shouldn’t Be Like Your Competitors’

      Before I launch into this particular post, I would just like to say that what I am about to talk about doesn’t happen very often. However, the fact that it happens at all compels me to write about it. What am I talking about? Copywriting briefs, or rather the lack of. The vast majority […]

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  • The Definition of Quality Content

      In your business you use content everywhere: editorials, marketing, PR, SEO, social media, website copy, blog posts, brochures, email marketing, newsletters, white papers, video, blah, blah, blah. And yet many of you are still writing it in-house, using juniors with no marketing experience, or subject matter experts that know their onions but struggle to […]

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