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The Pippin A-Z of Copywriting: USP

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USP can stand for a couple of things: Unique Selling Point or Unique Selling Proposition. However, whichever option you choose, what we mean by USP is always the same thing. It’s the thing that you do differently or better than your competitors. It’s the thing that makes you stand out. In other words, it’s the […].. Read More

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The Pippin A-Z of Copywriting: Testimonials

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A quick thought on testimonials: use them. Some longer thoughts on testimonials… Testimonials are important because they back up what your copy has told them about how good you are. (Equally, if you’re naturally reticent, they’re a great way to share how good you are without having to say so yourself.) They provide valuable reassurance to potential […].. Read More

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The Pippin A-Z of Copywriting: Speaking Aloud

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Here’s a good tip for finding out: if your writing is easy to read if your writing sounds like you if you’ve put together a coherent piece. What do you need to do? Simply read your writing aloud. It will show you: if your sentences are too long and convoluted if your sentences are too […].. Read More

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The Pippin A-Z of Copywriting: Relevancy

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The worst thing for any piece of writing is for it to be boring. Why? Because readers will switch off and stop reading and you won’t have succeeded in getting your point across. So how do you avoid being boring? One of the most important tricks is to make sure what you’re writing is relevant […].. Read More

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The Pippin A-Z of Copywriting: Questions

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Questions are a great tool for copywriters. Why? Because they make your reader interact with what you’ve written rather than passively absorbing it. In doing so, they become an active participant and more engaged. It means they’re more likely to read on and – ultimately – to buy from you. Here are two types of […].. Read More

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The Pippin A-Z of Copywriting: Punctuation

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Punctuation, like spelling, is a tool of the copywriting trade. It’s important you pay attention to the rules if you want to get your message across. Why? Because it can radically change the meaning of what you’re trying to say. For example, saying ‘our customer’s opinions are important to us’ reveals your business isn’t very […].. Read More

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GDPR: initial preparation

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The new General Data Protection Regulation (GDPR) comes into effect on 25 May 2018. It will affect how every business manages, protects and administers personal data. I’m just starting to get my head around it and its consequences for my business. In the past few weeks I’ve moved from having my head buried in the sand to […].. Read More

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The Pippin A-Z of Copywriting: Online

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When you are writing copy for the web, all the usual copywriting rules apply plus a few more. Here they are. Rule 1: make it easy to read It’s much harder to read something on a screen than it is on paper. This means you have to adapt your writing style to cater for this. […].. Read More

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‘Digital landfill’

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This blog is very much ‘better late than never’. You might recall that back in September I very excitedly told you I was off to Copy Cabana, a copywriting conference, and to watch this space for my reflections on it. Well, only three months later, here they are! It was an incredibly valuable and inspirational […].. Read More

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The Pippin A-Z of Copywriting: Natural

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My definition of natural touches on what copywriters call ‘tone of voice’. It’s an elusive thing to describe but in essence it’s about sounding natural – sounding like you or your business. When you sound like you, people are more likely to trust you, interact with you and – ultimately – buy from you. Tone […].. Read More

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