19 January 2018 4:19 pm
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...
12 January 2018 3:21 pm
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,..
5 January 2018 2:54 pm
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..
29 December 2017 2:35 pm
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..
22 December 2017 12:43 pm
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..
15 December 2017 11:52 am
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..
8 December 2017 3:43 pm
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..
1 December 2017 4:22 pm
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..
24 November 2017 12:51 pm
There are thousands of books on copywriting out there. Every copywriter will have their favourite copywriting book or copywriting author – the one they’d recommend above all others. For me,..
17 November 2017 12:26 pm
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..