Blog Articles

What is an ebook and how do I write one? Advice from Catherine Every, B2B copywriter, Pippin Copywriting

What is an ebook and how do I write one?

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In the previous blog post we looked at white papers. In this one we’ll look at their relation, the ebook. An ebook could be defined a document that’s been designed to be read on a PC / laptop / tablet / phone (rather than printed out and read offline). But that doesn’t quite capture what […].. Read More

What is a white paper and how do I write one? Advice from Catherine Every, B2B copywriter, Pippin Copywriting

What is a white paper and how do I write one?

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A white paper is in-depth document on a particular subject. Typically it outlines a common problem or problems and suggests a solution or solutions. A white paper is an incredibly useful thing to have in your marketing tool kit. I’ll explain why in a minute, but first let’s look at what a good white paper looks like. […].. Read More

What should I blog about? Advice from Catherine Every, B2B copywriter, Pippin Copywriting

What should I blog about?

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The received wisdom is that it’s important for businesses to blog regularly. It’s wisdom I don’t disagree with. But how many times have you found yourself stuck as to what to blog about? You’ll find lots of advice on the internet about how to come up with topics to blog about. But I got a […].. Read More

How can I write better case studies? Advice from Catherine Every, B2B copywriter, Pippin Copywriting

How can I write better customer case studies?

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As I browse business websites, I’m always interested to click on the section called ‘Customer case studies’, ‘Projects’ or ‘Portfolio’. It’s an opportunity to understand the type of projects they work on and the type of companies they work with. It helps me understand whether they’re good at what they do and whether we’d be […].. Read More

How do I get started on content for my website? Advice from Catherine Every, B2B copywriter, Pippin Copywriting

How do I get started on content for my website?

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Writing web content for other people’s businesses is second nature for me. However, I know from experience how hard it is to write content for your own business. When I was having this website developed, I got more and more excited about seeing the design come together and realised really rather late in the process […].. Read More

I’m raising money for Epilepsy Research UK

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As you may know, I enjoy running in my spare time. I’m a regular parkrunner, I’m a member of my local running club, Ledbury & District Harriers, and I’ve also run several half marathons. But next month, I’m going to be taking my running to the next level as a member of a team of five friends doing the Cotswold […].. Read More

This is how you use an apostrophe to reinforce your identity - Catherine Every, B2B copywriter, Pippin Copywriting

This is how you use an apostrophe to reinforce your identity

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I drove past a Co-op store the other day. As I do, I immediately started to think whether there was anything useful I could pick up while I was passing to save time another day. Happily, this scintillating train of thought was quickly interrupted by a moment of intrigue when I saw the store’s sign. It […].. Read More

Reflecting on my post-GDPR world

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In readiness for the GDPR coming into force, I took the opportunity to tidy up my mailing list. I sent four email campaigns between February and May asking people if they’d like to continue receiving my newsletter, The Pips, after 24 May. In the end, just over 30% of people on my original mailing list opted to continue receiving […].. Read More

Is it fair to criticise other people’s work in public?

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Maybe it’s always been done and I’m only just noticing it. Or maybe it’s a new trend. But I’ve been seeing more and more copywriters criticising or laughing at what they consider to be poor examples of the art of copywriting on Twitter / LinkedIn / etc. Indeed, I did it myself a few weeks’ […].. Read More

How do I compare to the average UK copywriter in 2018?

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Every year ProCopywriters, the alliance of commercial writers, conducts a survey of copywriters. The results for 2018 have just been published. I always enjoy completing the survey because it’s a useful opportunity to reflect on my work. I always find the results a really interesting read because I get so much information I can’t get […].. Read More