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The Pippin A-Z of Copywriting: Headlines

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The headline is the single most important line of text in your entire piece of copy. Why? Because if it doesn’t make people want to read on, they won’t. And then the rest of your lovingly-crafted copy will go to waste. So, what does a good headline look like? Well, if you’re selling something, invariably […].. Read More

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The Pippin A-Z of Copywriting: Grammar

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Now, when it comes to grammar, there are two types of rule: good rules and bad rules. The good rules are the basics: it really does matter where you put the apostrophe, the comma, the bracket and so on. For example, ‘We value our customer’s opinions’ means something completely different to ‘We value our customers’ […].. Read More

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The Pippin A-Z of Copywriting: Features

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Or to be more precise, features and benefits. Think of features as the essential but essentially dull facts about your product or service and the benefit as the thing that makes the features interesting or useful. Featuring features alone is unlikely to help you make a sale because it’s the benefits that bring them to […].. Read More

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The Pippin A-Z of Copywriting: Erudition

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Every so often I see someone post a graphic on Facebook / Twitter / Instagram that gives flowery alternatives to commonly used words to help jazz up your writing. You’ve probably seen something similar – there’s an example here. Now, I love words as much as the next copywriter so I love seeing the richness of […].. Read More

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The Pippin A-Z of Copywriting: Desire

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There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We’ll cover Attention when we get to H (headlines) and Interest when we get to I. We covered Action in Calls to Action. And we’ll cover Desire now. […].. Read More

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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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