• 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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  • This is Why You Shouldn’t Hire a Copywriter

      Have I gone crazy? Quite possibly, but there are actually some circumstances when you shouldn’t hire a copywriter. Before I go into that, I just want to cover off what a copywriter is all about. In a nutshell, it’s my job to help you communicate more efficiently with your customers through writing. However, it […]

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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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  • 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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  • 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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  • 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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  • The Age of Fake: Why Seeing and Reading Isn’t Believing

      It would seem that nothing is as it appears today. Magazines are regularly being hauled over the coals for airbrushing photos of celebrities to the point where their mothers would struggle to recognise them. Photo enhancing apps mean regular people (like you and me) can now retouch photos before uploading to Facebook or Instagram, […]

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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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