• What a Copywriter Needs to Know

      How to brief your copywriter is a subject I’ve talked about before, but it’s something that’s vital to the success of your copywriting project. Marketing projects come in all shapes and sizes: website copywriting, content for a brochure, direct mail letters, newsletters, email marketing, case studies, scripts, reports, whitepapers, internal communications – you get […]

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  • Why I Don’t Class Myself as a Copywriting Expert

      Am I trying to commit professional suicide? No, just being my usual open and honest self, while having a quiet vent about the never-ending onslaught of ‘experts’ that have appeared over the years. The usual definition of an expert is: “A person who is very knowledgeable about or skilful in a particular area.” I’ve […]

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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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  • Why I Keep Asking Why? The Tale of the Annoying Copywriter

      Being a copywriter is a lot like being an annoying child. I have a favourite word – why? I ask it a lot, mainly when speaking with my clients. Why do they do what they do? Why did they make it that way? Why do their customers buy from them? Why does it make […]

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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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  • 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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