• Corporates and Copywriters – why a virtual relationship works

      Every business needs content. Organisations everywhere are faced with an uphill struggle trying to keep up with demands for external marketing, internal communications, product launches, articles, white papers, copyediting needs…I could go on. This is especially true for large corporations. Years of streamlining have resulted in overworked staff who are constantly firefighting, desperately trying to […]

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  • Does Emotion Really Motivate People to Buy?

      This article is very short and sweet. Ask any commercial copywriter and they’ll tell you the best way to get people to open their wallets and buy is by evoking emotion through your content. So, in answer to the title of this blog, yes, emotion does motivate people to buy. However, I’m not talking […]

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  • What is a Copywriter?

    I was having a browse on the internet the other day and came across a blog post by dorisandbertie.com that made me smile. It wasn’t because it was exceptionally well written (although it is), it’s not because it was about the latest marketing revelation; no, it was because I found myself nodding and agreeing with every […]

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  • How Involved Should You Be in Your Copywriting Project?

    Your website is in dire need of a revamp. The new design is ready and now you’ve turned your attention to the content. The thought of writing it sends shivers down your spine, so you decide to commission a professional copywriter instead. After sending out a brief to your shortlist, all the quotes are in. […]

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  • Yes, Your Copywriting Project Does Need Research

      Marketing budgets have never been tighter, I get that, but that doesn’t mean you should start to skimp on the important stuff. I have noticed a trend recently in the enquiries I have been receiving. One or two, once they have received my proposal and quote, suddenly announce: “It’s OK, you don’t need to […]

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  • It is a Wise Businessperson Who Takes Advice

      If I’ve said it once, I’ve said it a hundred times; you know your business better than anyone else. But that does not mean you should ignore advice. A few years ago, while still a little green behind the ears, I worked with a client who was after a sales letter. It’s not something […]

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  • Briefing Your Copywriter – What Not to Include

      I have already created a downloadable guide on how to brief your copywriter, so this time round I want to look at what not to include. Before I get going, it’s worth remembering that all copywriters work differently. Therefore what I’m about to say is personal to me, but you can bet a lot […]

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  • Yes, You Can Start a Sentence With And

      Throughout my copywriting career I have written sentences that start with ‘and’ or ‘but’. Usually, this is met with a cry from my client, ‘No! You can’t do that, my English teacher said so.” It’s true, students all over the country were brainwashed by their English teachers telling them that under no circumstances should […]

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  • Are You a Marketing Cheapskate?

      How important is your business to you? 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 all […]

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  • Copywriting 101 – The Art of Listening

      A professional copywriter does several things really well: Writing Researching Listening It’s that last one that I want to look at. On the face of it, listening doesn’t seem to be all that difficult, but effective listening is. Let me explain. In fact, I’ll let Stephen Covey explain: “Most people do not listen with […]

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