• How to be a Spotty Zebra: Standout Marketing

    Creating Standout Marketing Before talking about creating standout marketing, I want to clear one thing up. I know that zebras have stripes, not spots. And that is precisely my point. When writing copy for your marketing strategy, you must create something different if you want to stand out from the background noise. Which is why […]

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  • Copywriting Should Reflect Customer Needs, Not Your Wants

    Customer needs is a typical conversation I have with clients. They tell me what they want me to write about, and I tell them that’s rubbish (ok, not in those exact words) and that their copy must give their customers want they need. In other words, background about your business, comments like ‘industry-leading’, ‘cutting-edge’, ‘state-of-the-art’ […]

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  • Stop Skimping on Your Marketing Content

    How important is your business and its marketing content? That might sound like a daft question, but I feel it has to be asked. Why? Well, mainly due to the rise in the number of websites that offer dirt-cheap design services, website development and copywriting. For a few pounds, you can find someone to create […]

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  • Get Your Marketing Content up to Scratch or the UK Market

    Marketing content is country-specific. This article from my archives is getting an airing again because it’s something that’s often overlooked when companies try to break into new markets. Although the focus is on the UK, the sentiment remains for any global market.   Marketing content is country-specific.                 […]

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  • Know Your Customer Also Applies To Your Copywriting Audience

    know your customer   KYC (know your customer) guidelines in the world of finance help banks and other institutions verify the identity, suitability, and risks involved in maintaining a business relationship. In other words, it prevents businesses from being used by criminal elements for money laundering. So how does KYC help in the world of […]

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  • Content Marketing – How to Keep the Good Times Rolling

    content marketing   Content marketing is probably the most crucial element in your marketing strategy. You start out guns blazing. Your team is overflowing with ideas. The first few months see your team writing article after article. Then something happens. Before you realise it, the ideas have stopped coming. Your teams have exhausted every avenue […]

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  • When is Duplicate Content Not Classed as Duplicate?

    Duplicate content   Unique content is one of the best ways to set your website apart from others. It’s your content – something no one else – so it makes you stand out. But, if you use the same content to describe your products and services on other websites, your website is no longer unique; […]

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  • Why Copywriters Must Understand to Whom They Are Writing

      Are you talking to me? There are still many people out there who believe that copywriting simply involves writing stuff. I wish it were that simple. The problem is, if I don’t know who will be reading my ‘stuff,’ I have no idea how to write it. That might sound a tad dramatic, but […]

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  • Why 49% of Companies Outsource Their Content Production

      Content creation is often seen as a burden, which is why the Content Marketing Institute’s 2020 report showed that 49% companies outsource their content production because they don’t have the time, expertise or resources to do it themselves. When you consider it can take anywhere between three to six hours to write a high-quality, […]

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  • Content Calendars – Pain in The Neck or Valuable Tool?

      Your business needs content. A constant stream of relevant, original and topical content on your website will give your company the online visibility you want. Of course, that doesn’t happen by magic. It can either be done in-house or by hiring in a specialist – I’m not going to go into the pros and […]

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