• Authentic Copywriting – The Importance of Being You

    Authentic copywriting   Your copywriting (i.e., the content you use to promote your business) must be as original as you. There is only one you; it’s what makes you stand out from everyone else. Therefore, your copy must also be different. The problem is, when starting out on the web, the first thing you do […]

    Read more
  • The Importance of White Space in Copywriting

    White space copywriting   Copywriting is an industry, like design, that uses a lot of white space. It doesn’t mean the writer has run out of things to say. On the contrary, it emphasises, organises, and aids understanding. The world is full of clutter, bombarding our brains with ‘noise’ until they become overwhelmed and shut […]

    Read more
  • Marcom, UI, UX, ATF, BTF – WTF?

      The world of copywriting used to be simple. A client got in touch, gave a brief, research was done, and an initial draft was written. The only annoying question asked (from a copywriter’s perspective) was ‘have you written something similar before because we want someone with experience in our industry.’ Today, its ‘what’s your […]

    Read more
  • Why Copywriters Are the Ventriloquists of the Marketing World

    Ventriloquism wasn’t even on my radar when I started as a freelance copywriter, but it soon became apparent that it would be an essential skill if I were going to make it in this industry. Most people make the mistake of thinking that writing is, well, just writing. It isn’t, especially not in the context […]

    Read more
  • 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 […]

    Read more
  • How To Brief A Copywriter

    The way you brief your copywriter will determine the success of your project. No, really, it will. Get the brief wrong, and the end result will be completely different from what you were expecting. And it won’t be your copywriter’s fault. You see, the brief you give are your instructions. They will be followed to […]

    Read more
  • You Don’t Need Experience to Write Fabulous Copy

    (In fact, it’s best you don’t have any experience at all) The first question I’m asked by potential clients is how much experience I have writing for their industry.  There are two possible responses to this: I lie and think of a number and bluff my way through the resulting conversation Be honest and convince […]

    Read more
  • 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 – […]

    Read more
  • COVID-19: Business Catastrophe or Business Opportunity?

    The end of the world is here. At least that’s what it sounds like according to media reports.  Yes, we are in unprecedented times (yet another phrase that’s become a cliché), but rather than seeing this period in our history as a time of disaster, it should be seen as an opportunity.  In terms of […]

    Read more
  • A Copywriter’s Open Letter To Clients Everywhere

    Dear Client,  I felt yesterday’s meeting was very positive, and I loved your enthusiasm for doing things differently.  As discussed, when it comes to making an impact, being brave and using an approach that is the opposite to your competitors’ will catch the eye of potential clients.  It’s like I said if a company is […]

    Read more