Blog Articles

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

How to write marketing content if you aren’t a marketer

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This is the introduction to an article I first published on Medium. I’m writing this article for two types of people. If you fit into either of the categories, I’m hoping you’ll find some useful tips that will make your working day easier. Type 1: You work in a role that isn’t marketing-focused. But you’re regularly […].. Read More

Writing clearly and saying what we mean, Catherine Every, B2B copywriter, Pippin Copywriting

Writing clearly and saying what we mean: a manifesto

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Corporate jargon. Phrases such as ‘going forward’, ‘bandwidth’, ‘best of breed’, ‘reach out’, ‘deep dive’. Long sentences you have to read several times to make sense of them. They infect our conversations, our correspondence and our communications. But it’s dangerous. Here’s why. Corporate jargon leads to a lack of trust When bosses use corporate jargon, […].. Read More

The systemic problem with business-speak

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This is the introduction to an article I first published on Medium. Think about the modern working world for a moment. Think about the different types of job there are. Now think about the value they give to society. Finally, see if you agree with what social anthropologist David Graeber has to say on the subject. […].. Read More

Why we use business buzzwords

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This is the introduction to an article I first published on Medium. Ping! A copywriting brief arrives in my inbox. Please, could I write a series of insightful blog posts for an international company? Of course! This is just the sort of thing I love to do. As a copywriter, I’m schooled in the value of […].. Read More

Top tips for writing like a human, Catherine Every, B2B copywriter, Pippin Copywriting

Top tips for writing like a human

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Many of us fall into the trap of using corporate jargon at work. (If you’d like to know why, check out Why we use business buzzwords – and what to do about it). Unfortunately, there’s lots of evidence to show it’s bad for business. For example, 88% of B2B decision makers feel that marketing clichés […].. Read More