• Urgh! Keyword Density

    Before we get going I just want to make one thing clear – the term ‘keyword density’ should be confined to the rubbish bin. There, I’ve said it. It is often used by ‘SEO experts’ who claim to understand the ins and outs of Google’s algorithms – well if that were true, they’d know that […]

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  • How to Create a Successful Direct Mail Letter

    Although there are many different uses for the direct mail letter, they all have common characteristics that make them successful. Of course, your list and your offer will also have a big impact on your success rate but the characteristics I will be talking about are those that make the letter powerful, engaging – a […]

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  • How To Direct Mail

        Direct mail has always been a very effective marketing tool – but only if you get it right. It won’t have a place in every business, especially with the advances in online marketing. But it is still very much alive and well. If you dabble in direct mail and want your campaigns to […]

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  • Spot The Difference – On Line & Off Line Copywriting

    Is there really a difference between producing copy for on and offline purposes? Well, let’s think about that for a moment. What’s the most important thing to focus on when producing sales copy? Your reader. Once you know who you are writing for, what do you have to remember? To sell the benefits of the […]

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  • Should Your Copywriting Be Clever?

      Clever copywriting as opposed to what? Well, a while back I was asked to take part in an online Q&A session with The Guardian about copywriting as a career. During this discussion the question was asked whether copywriting should be clean or clever. Clean copywriting is all about producing very tight, concise and compelling […]

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  • Copywriting Attraction

      Are freelance copywriters the only people who can write persuasive copy? I would love to answer that with a yes, but anyone can write persuasively if they have the time and inclination. But as time is a rare commodity these days it is often more cost effective to use a professional copywriter. Creating a […]

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  • Making The Most Of Local Search

    The chances are, if you’re reading this you have a website and do a fair amount of online marketing – or at least you’re beginning to. Local search is becoming a very important tool for many businesses. Twenty or Thirty years ago, if someone wanted to find a local service provider, they’d look in the […]

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  • What’s The Point of Copywriting?

    There definitely is one – an enormous one. To give you a clue, it is something you should be thinking about even before you pick up your pen or strike a key on your keyboard. Have you worked out what it is yet? Purpose Everything you write must have a purpose. If it doesn’t, what’s […]

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  • How Does Copywriting Start?

      If you are scratching your head trying to come up with the answer to that question, I can confirm it is not… “Once upon a time…” (Just in case you were wondering) Copywriting is sales and marketing writing. It is designed to persuade the reader to buy a product or service. But when I […]

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  • Sales Letters – Getting Your Reader to Focus

      OK you men out there – we know what’s on your mind. Don’t try to deny it, I read somewhere that you think about sex every six seconds so it must be true. The problem with that is, as a copywriter, it causes a bit of a problem. No matter what I write, there’s […]

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