• 5 Ways to Stop Selling and Make An Impact

      Do you want to know what’s turning off your customers? Your insistence on selling to them at every given opportunity. You might think that as a marketer that’s your job. Well, you’re wrong – at least not to overtly sell. This theory is backed up with some research carried out by Neilsen that identified […]

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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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  • Focusing Your Message – What Are Your Priorities?

      One of the biggest issues I find in the marketing world is clients not knowing what their priorities are. Or, to be precise, they think they know what they are, but they’re wrong. Let me explain. When meeting with a client for the first time, I’ll spend a lot of time chatting about what […]

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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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  • Copywriting Ramblings and the Power of Random

      Will you indulge me for a moment? For over ten years I have been writing about every aspect of copywriting, marketing and social media I can think of. I’ve helped countless people improve their writing and find the writer (i.e. me) best able to help them achieve their aims. The one thing I’ve never […]

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  • Why Politicians Make Crap Copywriters

      You can’t escape politics these days. Elections are never-ending (rather like the DFS sale), and every news bulletin seems to include a couple of politicians flinging muck at each other. They (the politicians) complain that the public doesn’t engage with them – well that’s because they’re sick and tired of all the backbiting. It […]

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