Blog Articles

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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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Marketing The Academy of The Institute for Turnaround

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The Institute for Turnaround (The IFT) is Europe’s leading professional body for practitioners who deal with profound and radical transformation in organisations. The Academy is its 12-month modular programme designed for the next generation of leaders in the turnaround and restructuring community. When The IFT’s operations team was putting together the marketing campaign to recruit […].. Read More

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Using the carrot not the stick

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Here’s a great piece of research if you’re ever in any doubt about the power of words to persuade… Over 46 weekdays, one featured vegetable dish at a US university cafeteria was randomly labelled in one of four different ways: basic (e.g. carrots) healthy restrictive (e.g. carrots with sugar-free citrus dressing) healthy positive (e.g. smart-choice […].. Read More

i.e. vs e.g.

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Latin, eh? Nobody speaks it these days yet we use it all the time. Two perfect examples are i.e. and e.g. We use them all the time – and sometimes we prove that we don’t speak Latin because we use them wrongly or interchangeably. So, here’s my guide to i.e. and e.g. so you can check […].. Read More

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Me vs you

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One of the biggest secrets of successful copywriting is to put your reader, not you, first. Yet talking about ourselves when writing marketing materials is one of the easiest traps to fall into. The wise and wonderful Drayton Bird (Big Cheese in copywriting) describes the cause of the problem like this. He points out that […].. Read More

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Five things that only business owners know

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Five years ago today Pippin Consultancy Ltd was founded and I became a full time freelance copywriter. As I reflect on five years in business, here are five things I know on 1 June 2017 that I didn’t know on 1 June 2012. I’ve never worked harder Nothing will make you work harder than knowing that […].. Read More

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