• Therapeutic Copywriting

      It hurts, doesn’t it? You’ve hit a metaphorical brick wall and are at a loss as to what to do. You’ve tried all sorts of things, asked for advice and scoured the internet for inspiration. Finally, you’ve landed on my website, and I have the answer you’ve been looking for. Yes, the copy on […]

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  • Sales Letters – Finding the Perfect Recipe

      There is no real mystery about how to create a compelling sales letter. The approach you use will depend on the aim of the letter, the audience you’re addressing and the nature of your company or organisation. However, regardless of that, there are some core elements all sales letters have. This post will look […]

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  • Customer Letters – What Do They Say About You?

      Brand personality and that touchy-feely stuff are what marketing is all about these days. Companies are catching on to the power of conversational communication on their website and social media channels. Slowly, they are dragging themselves away from the starchy corporate image of old as they realise that their customers want cosy, friendly, chatty […]

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  • Marketing: The Power of You

      What is the point of marketing your business? To draw in customers who want to buy your products and services, right? So if you know that, why are you driving them away? In my experience, most marketing materials are written from completely the wrong angle. Although they are supposed to attract buyers, they tend […]

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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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  • 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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  • How to Give a Complete Copywriting Brief

      You are looking for a copywriter to create your website copy because: You don’t have the time You don’t have the skills or knowledge to write effectively for the web You want a professional website in looks and content But, looking for a writer doesn’t just mean doing a quick Google search, picking one […]

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  • How to Find The Most Powerful Benefit Your Product Offers

      You don’t need me to tell you that the most powerful marketing content is dominated by benefits. They are the things your reader wants to know about. They are going to make their life easier, more prosperous, more enjoyable etc. So how can you be sure your content shouts about them? How can you […]

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  • The 5 Mistakes You’re Making When Writing Your Content

      Come on, writing copy can’t be that hard, right? After all, you’ve read all the advice from the copywriting greats, you keep up to date with the latest thinking, so you’re right on it. If that’s the case, how come you’ve been looking at that blank screen for the last 10 minutes? The problem […]

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  • Is Plain English Dying in the Workplace?

      This is something I come across more and more when I meet clients. During meetings, the initial plain English is replaced by an incomprehensible babble of nonsensical words and phrases that meld to create a language that only a few seem to understand. Usually I am the only person who has to interrupt and […]

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