• STOP PRESS: Grammar Rules Are Not Set in Stone

    I can hear all the grammarians taking in a deep collective breath. So, before you get ready to type your outraged retort, allow me to explain my viewpoint. The English language isn’t static; it’s been on an evolutionary journey from the first moment it was uttered. Initially, when it was merely a spoken language, grammar […]

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  • Give Your Subject Matter Experts a Break and Hire a Copywriter

    Back in February, I write an article about why every business needs a copywriter.  In my list of 17 ways a copywriter will help your business, I touched on articles, white papers and reports.  Many businesses (especially large corporations) have subject matter experts. These people have exceptional knowledge in specific areas of the company and are […]

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  • Give your copywriter time

    When working on a marketing project, I can guarantee the last thing you thought of was the copy. Especially if we’re talking about websites and brochures.  I get it all the time. Clients come to me and need content (whether that’s web copy, brochure content, sales letters, case studies, articles, scripts, white papers or reports) […]

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  • How To Make Sure Your Content Hits The Spot

    Now you’ve decided to get cracking on your content marketing campaign, how’s it going? After a brainstorming session with your team, you have come up with a list of topics you want to write about.  Stop right there. Before you sit down and waste many hours writing, you’ve entirely missed the point of content marketing. […]

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  • For Whom Are You Writing Your Content: Understanding Your Audience

    Today, I’m digging an article out from the archives. With most businesses on hold, now’s a good time to review your content strategy. Have you noticed that it’s not working as you expected? If so, it’s probably down to the fact that you’ve forgotten who you’re creating the content for. Every word you write – […]

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  • Sheep Make The Worst Marketers and Writers

    It’s time to forget about being one of the crowd.  All through your school days being different was tantamount to social suicide.  However, you’re in business now, and things are very different. Being the same as everyone else is the last thing you want.  It’s time to become the stripy elephant Here’s a scenario for […]

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  • How Freelance Copywriters Get the Best from Their Interviewees

    A big part of the freelancer copywriter’s workload is research. That could mean hours scouring the Internet, reading journals and magazines, or interviewing subject matter experts.  It’s the last one, the interview, I want to concentrate on here.  A subject matter expert is precisely what it says on the tin – an expert. That makes […]

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  • Subject Matter Experts Should Never Be Allowed To Write Content

    Subject matter experts are worth their weight in gold. Without them, companies wouldn’t be able to function.  They are the unsung heroes and heroines who have dedicated their lives to understanding concepts that leave most of us cold. It is through their encyclopaedic knowledge that your products and services lead the way in their field.  […]

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  • Copywriting Isn’t Just Writing

    Copywriters (most of them) don’t just write. They are multitalented, creative individuals who don’t only produce superb content, but also other valuable expertise.   Let me explain.  Creativity is more than writing One of my recent projects involved working with a global risk management insurance brokerage and advisory company to look at their internal information portal […]

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  • Copywriting By Committee Is A Recipe For Disaster

    It’s funny, isn’t it? No one wants the job of creating content for your business, and yet, when you get a professional copywriter in to do the writing for you, suddenly everyone wants to be heard.  The process usually goes something like this.  The person who (in their eyes) drew the short straw finds a […]

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