copywriting

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…

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…

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…

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…

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…

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…

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…

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…

Content That Stops The Scanners In Their Tracks

  Scanners are people who read stuff online. They are the ones your content has to convince to buy your product or service – not easy. Most…