Blog Articles

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

How can I improve my blog writing skills?Catherine Every, B2B copywriter, Pippin Copywriting

How can I improve my blog writing skills?

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Want to be a better blogger? Here are my top tips for writing better blogs. Put a content strategy together Blogging is a great way to share knowledge, showcase your expertise and raise your profile. But you’ll only see these benefits if you’re giving people content they find useful and valuable. If you haven’t done […].. Read More

Will a newsletter help my marketing? Catherine Every, B2B copywriter, Pippin Copywriting

Will a newsletter help my marketing?

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As someone who has sent a newsletter on the last working day of every month (apart from in December, because it’s Christmas) since June 2012, I’m a firm believer in the value of newsletters. If you’re considering one for your business, here are a few reasons why they’re a good idea. A newsletter demonstrates expertise […].. Read More

Should I write my ebook myself or commission a copywriter? Catherine Every, B2B copywriter, Pippin Copywriting

Should I write my ebook myself or commission a copywriter?

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As I’ve discussed in other blog posts, an ebook (and its sister document, the white paper), is an excellent marketing tool. But a good ebook can be a significant undertaking in both skill and resources. If you’re wondering whether it’s something you should write yourself or whether you should commission a copywriter, let’s take a […].. Read More

What does a copywriter do? Catherine Every, B2B copywriter, Pippin Copywriting

What does a copywriter do?

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This is a page from the results of the ProCopywriters Survey 2018. It shows a selection of copywriters’ answers to the question ‘What is copywriting?’. These are great summaries of what a copywriter does. But as with all summaries, they don’t tell the whole story. Here are some of the other things we routinely do […].. Read More

Why do I need customer case studies? Catherine Every, B2B copywriter, Pippin Copywriting

Why do I need customer case studies?

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I mentioned in an earlier post how often I see customer case studies that are missed opportunities. When I see them I think it’s because the company has been told they need to have customer case studies and it’s been wrongly assumed they’ll know why they do. So by using a list of companies or a […].. Read More