• Do You Know Who Your Audience Is?

      How to write content your readers will love One of the most common mistakes I see in marketing content is an apparent disregard for who is going to read it. Companies know they have to sell to their customers. They even know the type of person who makes up their ideal audience. And yet […]

    Read more

  • A Feature Is Not A Benefit

      Not so long ago, I wrote a blog post about features and benefits. I was back on my soapbox again talking about the difference between features and benefits. Just to remind you: A feature is what something is A benefit is what something does So why am I writing about this again so soon? […]

    Read more

  • How To Write Natural Content

      When it comes to copywriting and writing content in general, the only way to be is natural. That sentence sounds strange because surely writing is natural. You would think so, but something bizarre happens to people when they prepare to write their web copy, blogs, brochure content, emails etc. They lose the ability to […]

    Read more

  • Features and Benefits – Yet Another Review

      Features and benefits are something I’ve looked at many times in the past. Why am I writing about them again? Simply because I am still seeing advertising and marketing materials that are missing the point completely. A while ago I wrote a blog post in which I stated: What are you really selling? Shall […]

    Read more

  • Why Writing Copy Is a Lot Like Cycling Up a Mountain

      Having returned after a two week cycling holiday in Gran Canaria, I was reminded of a blog post I wrote four years ago after cycling in the Alps. For many, placing ‘cycling’ and ‘holiday’ in the same sentence might seem peculiar, but for me, they go together. Admittedly, having not ridden my bike for over […]

    Read more

  • Is There Such A Thing As A Single Global Marketing Voice?

      No. I could stop this blog post here, but it probably needs a wee bit more of an explanation than a simple ‘no’. There are a lot of global companies out there. Some are vast, unwieldy multinationals; others are smaller concerns that just happen to have a global market for their products and services. […]

    Read more

  • Why Pain Trumps Features When It Comes To Copywriting

      Selling shouldn’t be painful, but that doesn’t mean you can’t enhance your sell case with a little discomfort. When it comes to selling to your customers, it’s important to remember they must need your product or service before you can sell it to them. They are not going to wake up one morning, see […]

    Read more

  • Copywriting That Dares To Be Different Wins

      As a business, it’s good to be the stripy elephant in the room. Why? Because you have to stand out. What’s the point in looking and sounding like every other business? You have to have something about you that makes you different to your competitors. Before you say, our customer service is second to […]

    Read more

  • How To Make Your Marketing Stand Out When You Don’t Have An Obvious USP

      You are advised continuously to promote your USP in all your marketing materials to make you stand out. OK, that makes sense. But what happens when you don’t have an obvious USP? Plus, what if you work in a less-than-glamorous industry (aka one that’s as boring as hell) in which you and your competitors […]

    Read more

  • Your Brochure Bombed – Why?

        Balls – you spent a small fortune on your new brochure only to watch it wither and die. No one read it. It didn’t generate a single lead. It did nothing. You decide it was a waste of money and that brochures are obviously obsolete. You’re wrong. You just didn’t do a good […]

    Read more