Blog Articles

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 (and my clients’ clients) regularly. I typically find there are two schools of thought when it comes to sharing the information I need to tell the story of a project: This is an exciting opportunity to talk about something interesting – and if you’re willing to listen, I’ll […].. 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

The Catch 22s of social media marketing, Catherine Every, B2B copywriter, Pippin Copywriting

The Catch 22s of social media marketing

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Can you help me resolve a dilemma? Let me give you the background. I regularly write blogs about copywriting – it’s been the cornerstone of my marketing since I started my business in 2012. I regularly write blogs for my clients too. Whether I’m writing for myself or for other people, I have one simple […].. Read More

Why is copywriting so expensive? Catherine Every, B2B copywriter, Pippin Copywriting

Why is copywriting so expensive?

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Have you ever had a quote from a copywriter and said: “How much?!” After all, copy is just words, isn’t it? And everyone can write. Well, yes. But also no. Because copy isn’t just about writing. It’s about writing to sell. Here are three reasons to explain why copywriting can seem, at first glance, to […].. Read More

Running a marathon and running a business, Catherine Every, B2B copywriter, Pippin Copywriting

Running a marathon and running a business

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On 6 October 2019 I ran Chester Marathon. It wasn’t quick – 4:38:29 – and it wasn’t the time I wanted. But despite this, I’m incredibly proud to be able to say I did it. (And my 14 year old self would be utterly astonished.) I recognise that after running one marathon I’m no expert […].. Read More

What does your business sound like - and why does it matter? Catherine Every, B2B copywriter, Pippin Copywriting

What does your business sound like – and why does it matter?

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When my partner got home from work earlier, he asked me what I’d done today. I told him I’d been researching tone of voice. “Oh,” he said, “That’s interesting. What have you learned? And will you be trying it out on me?” It was a timely reminder that tone of voice means something very different […].. Read More

How to run a copywriting business,Catherine Every, B2B copywriter, Pippin Copywriting

How to run a copywriting business

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I started my business, Pippin Copywriting Ltd, on 1 June 2012 so it’s about this time of year I look back at how far I’ve come. This year, I’ve been thinking about all the tools and widgets I use to run my business as efficiently and effectively as I can. So here’s the lowdown on […].. Read More