Blog Articles

Consists of and comprises

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I’ve been meaning to write this post for a while, prompted by coming across more and more of what I perceive to be misuses of ‘comprises’ and ‘consists’. I feel very strongly about it – but, as you’ll see, I fear may be in an increasing minority. So here we go. I keep seeing sentences […].. Read More

7 ways to instantly improve your writing

7 ways to instantly improve your writing

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This is the introduction to an article I first published on Medium. It’s my opinion that if you’re taking the time to write something, it’s because you want it to be read. Whether it’s an email, a letter, a piece of marketing literature, a report or anything else you can think of, you aren’t writing it […].. Read More

How to overcome the black hole of content in your business

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This is the introduction to an article I first published on Medium. I’ve been a freelance copywriter for over 15 years. I’ve worked with hundreds of businesses in that time. But many of the reasons for them wanting to work with a copywriter are similar. Let me paraphrase some of the most popular reasons. “We’ve worked […].. Read More

Tips for making a newsletter manageable from B2B copywriter Catherine Every

Tips for making a newsletter manageable

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There are lots of benefits to having a newsletter. (For a refresher on some of the reasons, you might like Will a newsletter help my marketing?) Of course, weighed against all the benefits is the fact that a newsletter will involve a regular chunk of work. So how do you factor it into your already […].. Read More

Which comes first - content or design? Catherine Every, freelance B2B copywriter

Which comes first – content or design?

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When you’re working on a new website, which bit should you work on first? The design or the content? I’m talking about it now because I’ve been invited to quote on a couple of website projects recently where the design’s already been in place. Spaces have been allocated for content and there are word counts […].. Read More

How to get the most from interviews for customer case studies - advice from Catherine Every, B2B copywriter, Pippin Copywriting

How to get the most from interviews for customer case studies

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I write case studies for my clients regularly. As part of the work, I interview both the client and the client’s client to hear their story of the project. I typically find interviewees follow one of two schools of thought when it comes to the interview: This is an exciting opportunity to talk about something interesting […].. Read More

The concept of conversion copywriting, Catherine Every, B2B copywriter, Pippin Copywriting

The concept of conversion copywriting

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Every copywriter has at least one hilarious (ahem) anecdote about the time someone they were speaking to confused copyright and copywriting. These usually revolve around someone delightedly asking for help to protect their invention and the copywriter having to let them down gently. Personally, I see this as a failure of the copywriter to do […].. Read More

How do I give feedback to my copywriter? Catherine Every, B2B copywriter, Pippin Copywriting

How do I give feedback to my copywriter?

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Obviously, the best kind of feedback a copywriter can get runs something along the lines of ‘This is great, it’s spot on, it delivers to the brief and more. Thank you!’ This is not only great for your copywriter to hear, it’s also great for you to be able to say. After all, the feedback […].. Read More