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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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Continuing Professional Development

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When you’re an employee, you usually have regular reviews with your employer where you assess your performance and discuss how you could develop your skills and add more value to your organisation. When you’re self-employed, you have to act as both employer and employee. It’s up to you to develop your skills and assess how […].. Read More

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The Pippin A-Z of Copywriting: Brief

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When you work with a copywriter, they’ll need a brief that covers everything they need to know about the project you’ve asked them to work on. Even if you’re writing copy yourself rather than working with a copywriter, it’s a good idea to pull together a brief to help guide your thinking as you get […].. Read More

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The Pippin A-Z of Copywriting: Audience

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It seems somehow apt that the first entry in the Pippin A-Z of Copywriting should be such an important one. Knowing the type of people who’ll be reading what you’ve written is essential. It will mean you’ll be able to write copy that will appeal to them and make sense to them. One of the […].. Read More

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Old silly thing

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The English language never fails to fascinate me. Here’s an article I read a while ago but haven’t shared until now. It’s about the order we use adjectives in, but don’t let that put you off – it’s genuinely fascinating and explains why we say ‘silly old thing’ rather than ‘old silly thing’. Enjoy! The old […].. Read More

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Attention-seeking (again)

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Katherine Wildman, ace copywriter at Haydn Grey and speaker at next month’s copywriting shindig Copy Cabana, has a great feature on her website called The Writing Desk. It interviews all sorts of creative folk and guess what? I’m the latest subject! You can read the interview here... Read More

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Where do you start with a website?

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A couple of weeks ago, I wrote a blog that answered a question I was asked after I gave a copywriting talk – how long does a web page need to be? You can read my answer here. The question got me thinking about the wider subject of putting together a website and how you make sure […].. Read More

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How long does it need to be?

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A little while ago I gave a talk about copywriting at a local network group. One of the questions at the end was seemingly simple: how long does a webpage need to be? Unfortunately, the answer was not similarly simple, unless ‘it depends’ counts as simple. In short, there is no universally right answer to […].. Read More

Is your voice active or passive?

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Which of these newspaper stories would you rather read? Brazil was beaten in the final by France France beat Brazil in the final For me – and I would guess you – it is the second story. This is because the first headline uses the active voice. The first sentence uses the passive voice. To get […].. Read More

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