2 February 2018 11:08 am
The only question your copy needs to answer is the only question your reader really cares about: what’s in it for me? In other words, why should your reader buy..
Read More 26 January 2018 10:59 am
Many people’s view of copywriting as a service is bafflement. Why pay someone to write some sentences when you’re perfectly capable of writing some sentences yourself? It’s a view I..
Read More 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...
Read More 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,..
Read More 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..
Read More 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..
Read More 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..
Read More 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..
Read More 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..
Read More 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..