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
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
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
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
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
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
This is the introduction to an article I first published on Medium. When you’re looking around for guidance on tone of voice, one thing will strike you. You’ll be able to find no end of advice on how to develop a tone of voice (I’ve added to the body of literature myself). You’ll find no end […].. Read More
This is the introduction to an article I first published on Medium. The way your business sounds is important. When all your communications have a consistent tone of voice, you gain the trust of your audience and give your business a personality that people can warm to. This isn’t just waffly marketing talk — studies show […].. Read More
This is the introduction to an article I first published on Medium. The first question I ask subscribers to my 5 copywriting principles you need to know email series is simple. Who is your target market? For many B2B business people, the answer comes quickly and easily. It’s SMEs. It’s manufacturers. It’s accountants. It’s schools. I […].. Read More
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