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The Pippin A-Z of Copywriting: Listening

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When I get to the end of a discussion with a client, I consider it to have been successful if I’ve finished my coffee while my client has barely touched theirs. Why? Because it means that my client has done most of the talking and that’s a good thing. It’s a good thing because I’ve […].. Read More

The Pippin A-Z of Copywriting: Keywords

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The holy grail of every website page is to be at the top of the Google rankings. Lots of factors go to make up Google’s decision about where a page ranks. But one of the most important is keywords. These are the words that people use when they’re searching for something and you need to […].. Read More

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The Pippin A-Z of Copywriting: Jargon

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Firstly, a quick definition of jargon: it’s the words / phrases / abbreviations / acronyms we all use when we’re talking about our work. I’d extend it to include words and phrases designed to make the simple seem more complicated and fancy than it is (think words like leverage, learnings and low hanging fruit). Does […].. Read More

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The Pippin A-Z of Copywriting: Interest

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There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We covered Attention with H (headlines), Desire with D and Action in Calls to Action. And we’ll cover Interest now. Interest goes hand in hand with Desire. Interest is […].. Read More

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The Pippin A-Z of Copywriting: Headlines

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The headline is the single most important line of text in your entire piece of copy. Why? Because if it doesn’t make people want to read on, they won’t. And then the rest of your lovingly-crafted copy will go to waste. So, what does a good headline look like? Well, if you’re selling something, invariably […].. Read More

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The Pippin A-Z of Copywriting: Grammar

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Now, when it comes to grammar, there are two types of rule: good rules and bad rules. The good rules are the basics: it really does matter where you put the apostrophe, the comma, the bracket and so on. For example, ‘We value our customer’s opinions’ means something completely different to ‘We value our customers’ […].. Read More

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The Pippin A-Z of Copywriting: Features

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Or to be more precise, features and benefits. Think of features as the essential but essentially dull facts about your product or service and the benefit as the thing that makes the features interesting or useful. Featuring features alone is unlikely to help you make a sale because it’s the benefits that bring them to […].. Read More

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The Pippin A-Z of Copywriting: Erudition

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Every so often I see someone post a graphic on Facebook / Twitter / Instagram that gives flowery alternatives to commonly used words to help jazz up your writing. You’ve probably seen something similar – there’s an example here. Now, I love words as much as the next copywriter so I love seeing the richness of […].. Read More

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The Pippin A-Z of Copywriting: Desire

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There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We’ll cover Attention when we get to H (headlines) and Interest when we get to I. We covered Action in Calls to Action. And we’ll cover Desire now. […].. Read More

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The Pippin A-Z of Copywriting: Calls to Action

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When you’re writing marketing or sales copy, your call to action is right up there amongst the most important things you need to think about. It is the purpose of your writing – what do you want people to do as a result of having read your piece? Buy something? Download something? Sign up for […].. Read More

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