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
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
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
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
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
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
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
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
... 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
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