Blog Articles

The Pippin A-Z of Copywriting: Xanadu

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(Have you any idea how hard it is to think of a copywriting term that begins with X? Well, let me tell you, it’s impossible. Which is why in my A-Z it stands for Xanadu. But bear with me – I’ll make it relevant, I promise.) The OED describes Xanadu as ‘an imaginary wonderful place’. […].. Read More

The Pippin A-Z of Copywriting: Why?

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The only question your copy needs to answer is the only question your reader really cares about: what’s in it for me? In other words, why should your reader buy it, why should they do what you’re asking them to do, why should they care? You answer this question by focusing on the benefit not the […].. Read More

Next steps with GDPR

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So, I promised to blog about how I’m going to go about becoming compliant with GDPR. Here’s what I’ve been up to in the past few weeks. I attended a really useful seminar run by Circle 2 Success, which helped to crystallise my thinking. I’ve run through the 12 steps to take now outlined by […].. Read More

The Pippin A-Z of Copywriting: Value

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Many people’s view of copywriting as a service is bafflement. Why pay someone to write some sentences when you’re perfectly capable of writing some sentences yourself? It’s a view I have some sympathy with. After all, the overwhelming majority of people (99% of the UK population according to a quick check on Google) can indeed […].. Read More

The Pippin A-Z of Copywriting: USP

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USP can stand for a couple of things: Unique Selling Point or Unique Selling Proposition. However, whichever option you choose, what we mean by USP is always the same thing. It’s the thing that you do differently or better than your competitors. It’s the thing that makes you stand out. In other words, it’s the […].. Read More

The Pippin A-Z of Copywriting: Testimonials

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A quick thought on testimonials: use them. Some longer thoughts on testimonials… Testimonials are important because they back up what your copy has told them about how good you are. (Equally, if you’re naturally reticent, they’re a great way to share how good you are without having to say so yourself.) They provide valuable reassurance to potential […].. Read More

The Pippin A-Z of Copywriting: Speaking Aloud

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Here’s a good tip for finding out: if your writing is easy to read if your writing sounds like you if you’ve put together a coherent piece. What do you need to do? Simply read your writing aloud. It will show you: if your sentences are too long and convoluted if your sentences are too […].. Read More

The Pippin A-Z of Copywriting: Relevancy

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The worst thing for any piece of writing is for it to be boring. Why? Because readers will switch off and stop reading and you won’t have succeeded in getting your point across. So how do you avoid being boring? One of the most important tricks is to make sure what you’re writing is relevant […].. Read More

The Pippin A-Z of Copywriting: Questions

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Questions are a great tool for copywriters. Why? Because they make your reader interact with what you’ve written rather than passively absorbing it. In doing so, they become an active participant and more engaged. It means they’re more likely to read on and – ultimately – to buy from you. Here are two types of […].. Read More

The Pippin A-Z of Copywriting: Punctuation

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Punctuation, like spelling, is a tool of the copywriting trade. It’s important you pay attention to the rules if you want to get your message across. Why? Because it can radically change the meaning of what you’re trying to say. For example, saying ‘our customer’s opinions are important to us’ reveals your business isn’t very […].. Read More