Blog Articles

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

What information do I need for a customer case study? Catherine Every, B2B copywriter, Pippin Copywriting

What information do I need for a customer case study?

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A case study is a story with two sides. You’re going to need to pull together facts from your side and from your customer’s side. Your side of the story When you’re gathering the information for your side of the story, you might need to ‘interview’ yourself or you might need to speak to someone […].. Read More

How long should a marketing white paper be? Catherine Every, B2B copywriter, Pippin Copywriting

How long should a marketing white paper be?

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I think a white paper is a great thing to have in your marketing toolkit. (If you’d like a quick introduction to what they are, try What is a white paper and why do I need one?) If you search the web about how long a marketing white paper needs to be, you’ll find a […].. Read More

How long should a marketing ebook be? Catherine Every, B2B copywriter, Pippin Copywriting

How long should a marketing ebook be?

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So you’ve decided to write a marketing ebook for your business to help you demonstrate your expertise and attract leads. Great! How long is it going to be? I said in my blog, What is an ebook and why do I need one?, I think of an ebook as a lightweight but valuable guide. But […].. Read More

When should I write a press release? Catherine Every, B2B copywriter, Pippin Copywriting

When should I write a press release?

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A press release is a great way to get free (well, free in the sense that the only cost is your time and effort) publicity for your business. But it can be difficult to know when you should send out a press release. After all, when you’re in the thick of getting on with things, […].. Read More

What makes you different? Catherine Every, B2B copywriter, Pippin Copywriting

What makes you different?

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Copywriting conferences are like buses. You wait ages for one and then two come along at once. No sooner I had I got back from Copy Capital a few weeks ago than I was off to Copywriting Conference. Copywriting Conference is organised by ProCopywriters, the alliance of commercial writers. There were plenty of networking opportunities […].. Read More