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Why Are Questions Such a Powerful Copywriting Tool?

Using questions in your copy can be really powerful but there’s more to it than that. The moment your brain sees a question it answers it – you can’t stop it – which is why questions are so effective. You simply can’t ignore them. Don’t believe me? Let’s give it a go. Can you remember what…

Clear Messaging: It’s Not About Your Vorsprung Durch Technik, You Know

In fact, it’s not about you at all. It’s about your clients. When people first come to you they’re often looking for help with something with that age-old marketing mantra in mind: WIIFM (What’s In It For Me?) That’s not to say you shouldn’t talk about what you do, what makes you different, your credentials…

Copywriting Conference 2019: Are You Coming?

Drum roll, please… I’m very excited to announce that I’m on the bill of the ProCopywriters’ Copywriting Conference 2019 in London in October alongside two of my absolute copywriting heroes. Joanna Wiebe and Richard Shotton are speaking at the conference and I’ll be running a workshop called Applying Behavioural Insights to Supercharge Your Copy. Copywriting Conference Speakers Jo has…

A Quick Guide to Writing Must-Open Blog Titles

A couple of years ago, I was the chief blog writer for one of the world’s largest paint manufacturers. You might be thinking paint would be dry subject matter, but it was actually pretty wet (boom boom!) and I had a lot of fun writing the posts, especially the titles. My personal favourite was one…

How to Use Statistics in Marketing

Statistics are often used in marketing to add authority and act as proof of a claim. We love the specificity of figures too: “A 250% increase in turnover” sounds so much better than “a big increase in turnover” doesn’t it? But the numbers don’t always add up. Anyone remember the Whiskas adverts in the 80s?…

citizenM Hotels: Gob-smackingly Good Copy

I stayed at the Tower of London citizenM hotel on Sunday night to wake up bright and breezy for a workshop there with a new client on Monday. And now I’m a little bit in love with the brand. From the jaw-dropping view of the Tower of London, to using an iPad to control everything in your…

Is it Time for a Digital Declutter?

We all love our mobiles, tablets and laptops. But could your relationship with tech be affecting any of your other relationships? If so, maybe it’s time for a digital declutter. I was born in the seventies. I grew up with Donkey Kong, the ZX Spectrum and Walkmans so I’m slightly (!) on the old side to…

7 Benefits of Working With a Freelance Copywriter (You Might Not Have Thought of)

There are lots of brilliant reasons for using an external copywriter rather than doing all of your copywriting in-house. The ones you hear most often talk about us having a different perspective on your business and the really obvious one – our writing skills. And there are lots of other reasons. Here are 7 benefits of…