Blog Articles

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

How do you find your tone of voice if you’re a B2B?

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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

Why you aren’t really a B2B business

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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

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