The Knowledge Centre

Much more than a blog. The Knowledge Centre is definitely a better title.

Here's where you'll find out about -

  • prices - how much copywriting costs
  • how a copywriter works
  • what questions you should be asking before taking on a copywriter
  • SEO - how to write to keep Google happy. Or a better question - should you write to keep Google happy?
  • how to write a compelling Call To Action
  • word quirks for word nerds
  • writing newsletters
  • the best books to read on copywriting
  • grammar stuff

I could go on ... in fact I do go on and will go on, with more tips, news and info posted almost every day.
Check out the growing list of categories on the right.

Even better - sign up to get it all in one weekly newsletter - The Copywriter's Chronicle

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Oh - and when you do sign up, I'll send you a free copy of my 15-point Web Copy checklist.

Beware of Hellenomaniacs
Hellenomania - a madness for things Greek - and sometimes Roman too. This unfortunate condition most frequently crops up in the world of words.
May 31, 2020
How should I use testimonials on my website?
Have you noticed how some businesses cram bucketloads of testimonials on a single web page? It all looks over the top, don’t you think? Be honest – do you ever trudge through them all? I don’t – not ever. My response is usually, ‘OK – I get it. You’re brilliant. Let’s move on’. So - for testimonials to be effective, how should we use them?
May 24, 2020
A limerick for copywriters
It was National Limerick Day the other day. I can't resist posting the Copywriter's limerick composed by Monica Sharman -
May 23, 2020
Fire your copywriter - today!
Isn't it great news? At last, you can get rid of that massively overpaid word nerd. You've always known you're a great copywriter. From today, you can prove it once and for all. With uncharacteristically selfless generosity, I'm going revealing to you a wonderful little tool that's available to us all, but is usually tucked away where we can't find it. Five minutes from now, you'll know how to test everything you write - every blog, every web page, every email, letter, press release, case study or white paper - the lot. You'll be able to check them for readability ... in just seconds.
May 23, 2020
How do I write a Press Release? Your easy-to-follow template
Press Releases - possibly better to call them Media Releases these days, as they're used across all kinds of communication format. Some say these little nuggets are a thing of the past. They're wrong. Look at Press Releases as free advertising - but without the dubious odour of commercialism. They're a great way to communicate a piece of news about your business - expansion - a new appointment - an exciting contract - an acquisition - a major investment. Press Releases are also a vital tool for putting a positive spin on bad news. Whatever the function of your Press Release, you need to follow a pattern.
May 16, 2020
Copy Editing - Your online tool review
Typos - aren't they shockers? Who occasionally makes these annoying errors? Well, you do for a start. And, as long as you promise to keep this between us, I'll confess - I've been known to commit the odd erratum too. Of course, we all do. Often our little mistakes have little or no consequence. On other occasions, the impact can be somewhat serious. Here's a salutary tale -
May 16, 2020
Copywriting Tip No. 17 -
Back in 1974, American songwriter, Billy Swan, released his only hit. I've a sneaking suspicion that, as he penned the lyrics, the last thing on his mind was pitching for business. Yet, the title of the one-hit-wonder seems to be used by almost every business in almost every marketing pitch. And the song is - I Can Help .
May 12, 2020
How does a copywriter work? - The Client Brief
Is the client brief the most critical part of a copywriter's work? Well, there's certainly a case to be made for this being true. Without knowing the client's - target market - project goals - market conditions - competitors - brand values - USPs - tone of voice how can a copywriter even make a start on the project?
May 11, 2020
Who's it all about? Me, me, me or you, you, you?
Shout it loud. Did you know that Monday of this week is - wait for it - World Ego Day. So - what better opportunity to talk about the worst word in copywriting - I - while at the same time celebrating the finest - You! Let me tell you about my daughter, Hannah. This young lady would have made a great copywriter.  What do you mean, “How do I know?”?  It’s in her genes of course! But no - it’s true.  She has all the right instincts. And this is how I know ...
May 10, 2020
How much should I pay for copywriting?
How much should I pay for copywriting? What a great question - and oddly enough, one that so many copywriters seem scared to answer. But think about it. We’re talking about your money after all and how you might be choosing to spend it - so it seems pretty reasonable to ask, ‘how much does copywriting cost?’ Imagine you’re standing outside a restaurant, examining the menu, but the menu shows no prices. What’s more likely? That you take a table or that you move on down the street? Well it’s the same with copywriting. ‘How much?’ is an excellent question.
May 10, 2020
Oh Mr. Obama! How could you?
Did you read this yesterday? That fine man, Mr. Barak Oabama - someone I will always look up to for so many reasons - it seems he has a flaw. Read what he came out with only yesterday -
May 10, 2020
Your Website Home Page Banner - is it working for you?
Shops. Remember them? Their fascias - the signs above the door - were always reckoned to be pretty important. It's just the same with your Home Page banner. Design it with care.  Make it attractive.  Make it relevant.  Remember - your banner serves one single purpose - to persuade your visitors to explore your wonderful website.  
May 2, 2020
Heart Attacks and Newsletters - there's a link
Last Tuesday's heart attack came as a bit of a shock. In the great scheme of life (and, I guess, death too) - heart attacks are not unusual. They happen. Although, for me, I suppose this was a first. The unhappy event came as a particular surprise. You see, my family basks complacently in a history of hale and healthy hearts. Going back generations, ancestor after ancestor has successfully defied the odds of coronary mortality. My lot simply live a long, long time. A fact freely acknowledged by friends and business associates who forever remark (usually when they think I'm out of earshot) upon my ability to 'go on and on'?
Apr 18, 2020
Word Squares - beat those Coronavirus blues
Here's a little something to help while away those self-isolation hours. My family have been playing this for years. It's a simple word game. Well, what do you expect? Words are my life and many would say I'm simple! You can play this at home but it also works using Zoom or other conferencing platforms.  
Mar 31, 2020
Grammar in copywriting? Bovvered?
Do you care about grammar? I'd hazard a guess that Catherine Tate's redoubtable character, Lauren, almost certainly doesn't. But when we write copy, should we slavishly follow the rules of grammar? Are you sure?  
Mar 23, 2020
Space - Copywriting's vital ingredient
Every other Thursday, I enjoy the great pleasure of an hour or two in the company of a man called Martin Beckley. There’s plenty to admire about Martin. Not only is he splendid networking company. Not only is he a terrific graphic designer. Martin also happens to be a speaker worth listening to.
Mar 9, 2020
Writing your own website content? Preparation part 3 - build a solid structure
In recent blogs, we've been looking at writing your own web content. We've already covered - what your website is for - What do you want it to achieve? and - who it's to - Who’s your reader? In this and the next couple of blogs, let's look at the final pieces in your preparation jigsaw.  Your web pages - their structure and how to organise them.
Feb 24, 2020
Writing your own website copy? Preparation - Part 2. Who's it to?
In the last article, we looked at the importance of preparing your web copy before launching into the creative part. Here, we'll examine a vital, but so often neglected, aspect of effective copywriting - thinking about who your website is for . Who are you trying to attract? Yep, I know. It sounds pretty obvious, but, you'd be astonished how many copywriters give this essential part of their preparation so little thought.
Feb 11, 2020
Writing your own website copy - Preparation is all - Part 1
So. You're thinking of having a crack at writing your own website copy? Good! But hold on just one second. As with any craft worthy of the term, preparation is all. Well, maybe not quite all, but it matters more than you may realise. Ask any craftsman - a chef, a DIY expert, a mechanic, an artist, a fisherman or, yes, a copywriter.  The reply will be the same.  (unapologetic cliché alert) Fail to prepare.  Prepare to fail. Fail to step back and consider the fundamentals of your website project before you start, and you’ll be wasting your time.  
Jan 26, 2020
Copywriting - The Cinderella of Marketing
It's odd (and a source of considerable dismay to professional copywriters) how the value of words in business, and the skill required to craft them effectively, so often goes unappreciated. Yes - we copywriters feel unloved. Our products (words) and our skill (putting them in the right order) are the sad, neglected, Cinderella of marketing.  
Jan 13, 2020
'Be bold, bloody and resolute' - How to write a great Call To Action
Those witches in Shakespeare's Macbeth sure knew a thing or two about writing great copy - particularly when it came to that all-important Call-To-Action. They knew that, to get someone to do something, it's no good pussyfooting around. Just tell 'em!
Dec 9, 2019
A seasonal newsletter tip! Don't be wary ...
...of being scary. After all - it's Halloween! It's true. I'm an old grump. But just for once, I'll park my traditional curmudgeon and invoke the nonsense world of spooks and ghouls. Believe me - I don't find this easy. This post is all about scaring your newsletter readers into action.  Why? Because it's the best route to newsletter success.
Oct 14, 2019
What's the best font to use in Copywriting?
Fonts - why they really matter Have you ever visited a website and been totally turned off by the font style? The words may be elegantly and succinctly crafted. The website itself might be the work of a graphic genius. But … if the font makes the reading experience like a trudge through sticky toffee pudding, then – what’s the point?
Oct 13, 2019
Get on with it!
“Look – I’m a technician.  I haven’t a clue about words.  It’s your job is to come up with all the flowery language.” These were the words of Bob, my lovely new client. Once I’d stopped smiling, I had to let Bob down gently and remind him, that of the many services offered by Copywriter Pro, being the purveyor of ‘flowery language’ definitely isn’t one.
Sep 29, 2019
A copywriting tip from one of the great storytellers
Ernest Hemingway - now he knew a thing or two about Copywriting In spite of what you might have heard, Copywriting isn’t easy – not even for an experienced copywriter. But boy it can be tough for a novice!
Sep 22, 2019
King Lear and the art of Nothing
When going through one of his demented, delusional, yet piercingly insightful phases, Shakespeare's King Lear, once intoned threateningly, "Nothing will come from nothing!". Was he right? I guess he probably wasn't referring to the art of effective business writing. But if, by chance, he was, then he was surely way off the mark. Because, in all kinds of business writing, plenty will definitely come from nothing.
Aug 31, 2019
A top blogging tip - inspiration is at hand
So many of us start our blogs with unbridled enthusiasm, words tripping gaily from finger-tip to web page. With manic diligence, we regularly dispense morsels of knowledge to our fledgling audience.
Aug 23, 2019
Proofreeding is SO boring
Don't you just hate it? Several years ago, I produced the very first Copywriter Pro leaflet.  The design was great - thank you Mark Coster from Pixooma .  The print quality was the best (fine work, The Braunston Family from Braunston Print ). OK - enough plugs for these wonderful people. What about the copy? Well, it was, of course, almost perfection itself! Almost - but not quite ...
Jul 24, 2019
The Power of 3 - a massively effective writing tool
Once upon a time, there lived a young, ambitious, better-than-averagely-good-looking politician. One day he stood up in front his audience and promised, “When I become Prime Minister my 3 main priorities will be education, education, education.” His early years as Prime Minister went rather well.  It was only towards the end of his term of office that things went somewhat awry for Tony Blair
Jun 15, 2019
Don't write - speak!
"Be yourself - everyone else is taken" This saying is attributed to Oscar Wilde - the chap in the photo. But this blog is really about a gentleman who's nothing like the Victorian man of letters. It's about writing in a natural, conversational way. But first, I'd like to tell you about Sean.
Jun 10, 2019
Size matters. Or to put it another way ...
... small is beautiful Was it Winnie The Pooh who once said - "It is more fun to talk with someone who doesn't use long, difficult words but rather short, easy words like 'What about lunch?'" Imagine the scene - You’re writing a Sales Letter, promoting your latest widget. So – what’s the most important thing? 'Being professional?' Well that's arguable. What do you mean by 'professional'?
Apr 28, 2019
Copywriting - How long should sentences be?
That Usain Bolt - he certainly knows a thing or two about going flat out, but when we're writing, isn’t pace more subtle than that? You’ll have noticed that I’m always banging on about the virtues of keeping things short.  Short words, short paragraphs, short sentences … but hang on a minute.  Does this always have to be the case? 
Apr 26, 2019
A Capital Idea
It's all about clarity Some of the biggest brands ignore this one.  When you write your domain name, either as your email address or your web address, always capitalise the first letter of each word - like this - www.CopywriterPro.co.uk.  It makes it so much easier for the brain to take it in.
Apr 24, 2019
What's your favourite word?
First of all, I'll tell you about mine.
Mar 25, 2019

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