• Don’t Make People Hunt For Your Content

      You’re good. You know that. Your writing is spot on and full of golden nuggets. You write every post confident that people will flood your site to read it. The problem is a drought has hit; where there should be people clamouring for your wisdom, there is nothing, nada, zilch. It’s great that you […]

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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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  • 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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  • Let’s Face it. You’re Not Unique

    How to stand out when you don’t have a USP Every marketer (including me) says you have to highlight your USP (unique selling point) to make your reader understand why he or she should choose you. But I’ve been thinking about this a lot recently and conclude that very few business can honestly say they […]

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  • Blogging Hell – Generating Ideas

      Every day, before I start client work, I try to write a blog. This has been my routine for the past ten years. Sometimes the ideas flow and, before I know it, another blog is scheduled for publication. On other days (like today) I have nothing, zilch, nada. I’ve been staring at my screen […]

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  • Writing Perfect Content – To Whom Should you be Writing?

      When it comes to creating the perfect message for your brochure, web copy, emails, newsletters, and every other piece of marketing collateral you create, do you think about your audience? Obviously, your audience is your customer base, but how are you addressing them? I am a great advocate of the conversational approach – regardless […]

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  • Your Content is Alienating Your Customers

      I’ve been in the copywriting game for quite a while now, and if there’s one thing I hate, it’s ‘in your face’ marketing content. You know the stuff I mean; all those websites and landing pages that are full of highlighted hype and insincere multi-coloured drivel that’s supposed to make you pull out your […]

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  • Website Content: Why You Need Three Levels of Content – Part 2

      This is part two of the article looking at the different levels of content needed for a successful website. Level Style Purpose 1: Main web pages Conversational, customer focused, Plain English, concentrating on the benefits SEO – engage – convince – convert   2: Case studies and testimonials Conversational, Plain English, focus on service, […]

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  • Edit Your Way to Stronger Content

      If there’s one thing I’ve learnt since becoming a copywriter, it’s that writing the initial draft of a project is the easy bit. OK, that makes it sound a doddle; it’s not, but in comparison to what comes next it is. After spending hours researching, thinking, drafting and redrafting to generate a first draft […]

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  • How to Make Your Copywriting Persuasive

      If your content doesn’t persuade your reader to do something, it’s a complete waste of space. Harsh but true. The internet is full of articles that take up space. They don’t offer the reader anything. They are boring and add nothing whatsoever to the world. What have you got to do to make your […]

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