Archives
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The Copywriter – Corporate Relationship and Why It’s a Match Made in Heaven
Since starting my copywriting business (many moons ago), my client base has shifted from mainly SMEs to large corporate clients. As a result, the type of work I do has also changed. As a freelancer, there is no way I could take on the critical marketing role in a corporate. In fact, most will farm […]
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How Copywriting Works – Keeping Up With Content Demands
Keeping up with content demands is an issue all my clients face and no one more than Finastra, a global provider of financial services software. It needs a constant stream of white papers, market commentaries, brochures, software insights and software briefing documents for its global customer base. Keeping up with content demands is an issue […]
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Plain English Doesn’t Mean Dumbing Down
Plain English is the only language you should use when creating marketing materials. That is my mantra, and I stand by it. Often, when people use a copywriter, they are under the false impression that the writer’s job is to make them (the client) appear intelligent. Wrong. You copywriter is working on your behalf, but […]
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Copywriter Breaks Grammar Rules
I love the English language, its intricacies, foibles and downright daftness at times. However, as a freelance copywriter, I refuse to be bound by and caught by strict grammar rules. Some rules are meant to be broken, and I have, unashamedly, been breaking grammar rules since starting our as a freelancer back in 2007. You […]
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Copywriting That’s Different Wins Every Time
What is the biggest mistake my copywriting clients make? Asking for their content to be “just like their industry norm.” No, no, no, no, no. The whole point of your website (brochure, or whatever other piece of marketing collateral you’re working on) is to make you stand out as being different from your competitors. I […]
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Copywriting Isn’t Just Writing
Copywriters (most of them) don’t just write. They are multitalented, creative individuals who don’t only produce superb content, but also other valuable expertise. Let me explain. Creativity is more than writing One of my recent projects involved working with a global risk management insurance brokerage and advisory company to look at their internal information portal […]
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Experienced Copywriters Need Not Apply
“Are you an experienced copywriter in our industry?” “Have you written for our type of company before?” Those are the two questions potential clients always ask. Let me ask you something – why do I need experience in your industry to write about it? Why experience is a bad thing You probably think that to […]
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When Is A Commercial Writer Not A Commercial Writer?
How to avoid confusion with your marketing The term commercial writer is synonymous with business writer and copywriter. It’s just one that you don’t see very often. Probably because of the confusion it creates. In fact, the world of the copywriter is fraught with confusion. I’ve worked in a freelance role for over a decade […]
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Why Corporates Benefit From Working With Copywriters
The relationship between corporates and copywriters is long established. Specialist writers don’t come cheap, and often they are not needed on a full-time basis. That’s why partnering with a freelance copywriter works so well in the corporate world. Here’s post I wrote a while ago (updated) to illustrate this point. Corporates and Copywriters – why […]
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How To Write For Your Market
Before you sit down and start writing, how much thought have you given to the people who will be reading your content? Hopefully, a lot. The way you write will have a huge impact on how well it’s received and how effective it is. Using the right tone, vocabulary, and style will decide whether your […]
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