Blog Articles

pexels-photo-355948

‘Digital landfill’

Leave a Comment

This blog is very much ‘better late than never’. You might recall that back in September I very excitedly told you I was off to Copy Cabana, a copywriting conference, and to watch this space for my reflections on it. Well, only three months later, here they are! It was an incredibly valuable and inspirational […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Natural

Leave a Comment

My definition of natural touches on what copywriters call ‘tone of voice’. It’s an elusive thing to describe but in essence it’s about sounding natural – sounding like you or your business. When you sound like you, people are more likely to trust you, interact with you and – ultimately – buy from you. Tone […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Maslen

Leave a Comment

There are thousands of books on copywriting out there. Every copywriter will have their favourite copywriting book or copywriting author – the one they’d recommend above all others. For me, it’s Andy Maslen. His books on copywriting are masterclasses in the skill. His training is practical and punchy (I know this from first-hand experience because […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Listening

Leave a Comment

When I get to the end of a discussion with a client, I consider it to have been successful if I’ve finished my coffee while my client has barely touched theirs. Why? Because it means that my client has done most of the talking and that’s a good thing. It’s a good thing because I’ve […].. Read More

The Pippin A-Z of Copywriting: Keywords

Leave a Comment

The holy grail of every website page is to be at the top of the Google rankings. Lots of factors go to make up Google’s decision about where a page ranks. But one of the most important is keywords. These are the words that people use when they’re searching for something and you need to […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Jargon

Leave a Comment

Firstly, a quick definition of jargon: it’s the words / phrases / abbreviations / acronyms we all use when we’re talking about our work. I’d extend it to include words and phrases designed to make the simple seem more complicated and fancy than it is (think words like leverage, learnings and low hanging fruit). Does […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Interest

Leave a Comment

There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We covered Attention with H (headlines), Desire with D and Action in Calls to Action. And we’ll cover Interest now. Interest goes hand in hand with Desire. Interest is […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Headlines

Leave a Comment

The headline is the single most important line of text in your entire piece of copy. Why? Because if it doesn’t make people want to read on, they won’t. And then the rest of your lovingly-crafted copy will go to waste. So, what does a good headline look like? Well, if you’re selling something, invariably […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Grammar

Leave a Comment

Now, when it comes to grammar, there are two types of rule: good rules and bad rules. The good rules are the basics: it really does matter where you put the apostrophe, the comma, the bracket and so on. For example, ‘We value our customer’s opinions’ means something completely different to ‘We value our customers’ […].. Read More

rawpixel-com-274862

The Pippin A-Z of Copywriting: Features

Leave a Comment

Or to be more precise, features and benefits. Think of features as the essential but essentially dull facts about your product or service and the benefit as the thing that makes the features interesting or useful. Featuring features alone is unlikely to help you make a sale because it’s the benefits that bring them to […].. Read More

Page 4 of 20« First...23456...1020...Last »