• Copywriting Should Reflect Customer Needs, Not Your Wants

    Customer needs is a typical conversation I have with clients. They tell me what they want me to write about, and I tell them that’s rubbish (ok, not in those exact words) and that their copy must give their customers want they need. In other words, background about your business, comments like ‘industry-leading’, ‘cutting-edge’, ‘state-of-the-art’ […]

    Read more