Archives
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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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What Should You Be Writing About?
Search engine optimisation is the way to get your website noticed. You know that. But how do you generate the constant stream of high-quality content you need to attract links? Notice what I did there? I said that it is the content that must generate links. If you go out and (God forbid) buy […]
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A Quick Guide to Powerful Copywriting
Creating copy for your marketing that is interesting, relevant and that sells isn’t always as easy as it sounds. You must think about your audience, why you’re writing, what you want to achieve from it and that’s before you start looking at it from your customers perspective. The easiest way to explain how to […]
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Why You Should Never Tell a Copywriter How Long a Project Will Take
In my experience, most people think that copywriters base their pricing on how long it takes to create the required content. In practice, this is rarely the case. Over the years I’ve had numerous enquiries that ask for a piece of content – for argument’s sake, we’ll say a sales letter – which is […]
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How Are You Going To Write That Article?
Promotion is vital for your business and now and then you’ll be presented with a fantastic opportunity to get your name ‘out there’. How? By being invited to contribute an article to one of your industry’s leading titles (whether online resource or physical magazine). They give you some vague guidelines (usually word count) and […]
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Writing Perfect Content – To Whom Should you be Writing?
When it comes to creating the perfect message for your brochure, web copy, emails, newsletters, and every other piece of marketing collateral you create, do you think about your audience? Obviously, your audience is your customer base, but how are you addressing them? I am a great advocate of the conversational approach – regardless […]
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Your Content is Alienating Your Customers
I’ve been in the copywriting game for quite a while now, and if there’s one thing I hate, it’s ‘in your face’ marketing content. You know the stuff I mean; all those websites and landing pages that are full of highlighted hype and insincere multi-coloured drivel that’s supposed to make you pull out your […]
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Website Content: Why You Need Three Levels of Content – Part 3
So far in this series of articles we’ve looked at why your website content must be written to engage, convince and convert. Then we took a peek at the level two content (case studies), which are designed to showcase your expertise to convince the reader you are an expert in your field. But happens […]
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