Category Archives: Marketing

Articles that contain any reference to marketing, either copywriting for marketing or freelance and business marketing in general.

When do harmless mistakes matter?

harmless mistakes matterThere’s little surer way of asking for trouble than arguing about rules that are routinely ignored by the masses. A mixture of ignorance and apathy can lead to the dismissal of all sorts of rules in life – some that don’t warrant attention, others that, if you really think about it, should be upheld. This is as true with the English language as anywhere else – where there are mistakes which matter and mistakes that don’t. A recent trip to a bar and restaurant highlighted the difference for me. Continue reading

Narrative Adverts: right and wrong ways to tell a story

narrative adverts right and wrongDuring frequent recent trips to the cinema, I’ve been inordinately exposed to the San Miguel advert that insists there’s a beer with an interesting story. It’s 29been bothering me for a while, but it didn’t bear dwelling on until I happened to be exposed to Johnnie Walker’s The Man Who Walked Around the World from some six years ago (while at whisky school, if you must know). That video shone a candle on everything that’s wrong with the San Miguel advert, and made me realise how much, between them, the two adverts say about a good narrative. Continue reading

How to justify expensive dining

expensive diningMy wife and I went to a cafe at the weekend, where they said the potato hashes were amazing. We’d heard about it from a few different sources. A cramped diner with plastic sheets, and a massive plate of basically all the component parts of a Full English breakfast mashed together in some magnificent mess. It was, as you may predict, amazing. It also cost £8.10. An expensive dining experience for what it was, if you consider that a bit of potato and some diced sausage probably amounts to a few pence of produce. Relative to a pleasant evening meal in Brighton it’s a pittance, but relative to similar experiences this was an expensive breakfast. And all value, after all, is relative. So why was it worth it?

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Bare-faced Psychological Pricing Shenanigans That Don’t Bother Me

psychological pricingThere’s a convenience shop near me that sells a two litre bottle of milk for £1.69, where they cheat me out of a penny every time I go there. And I love them for it. It’s almost twice the price of our nearest supermarket, but also almost twice as close. With the extra five minutes to get to Morrisons saving me 70p, the equivalent of a £8.40 an hour reimbursement, I’m fairly happy to use the closer store, and I’m just happy to know that they will shamelessly stop short of full committal to the psychological pricing lie. Continue reading

Bikes, Downs, and facing challenges with the wrong resources

copywriting resourcesShame on me, I have not been updating this blog much recently. In part because there’s so much great stuff been said about content writing and copywriting that there’s not much I feel the need to contribute (hording it all to myself). So when I do come up with an idea worth punting up here, it’s got to be suitably abstract. And one did occur to me, just this weekend, with the tale of my bicycle acquisition seeming to form an ideal analogy for the need to employ the right resources in whatever work we do. Continue reading

How to use Twitter to build relationships

social media strategyIt took me a long time to get using Twitter for business. At times it could feel like a chore; follow new people to get new followers, scour the internet for something useful to share, give people a nod every time they interact with you. All in the course of getting an ever-increasing rate of followers and, joy, the ability to direct a fraction of those followers to your material. Then when you’ve got enough followers, sit back and spam them, watching your numbers continue to grow. This is not optimum use of Twitter, though. It has one major, very special function, that takes as much time as anywhere else, and has the potential to reap the same rewards. It’s all about building relationships. Continue reading

What it means to create effective content

effective content writingI recently blogged about how it’s worth ignoring common SEO tactics, such as stuffing articles with keywords, to focus more on using effective content to get the best search results. Now, I’m happy to introduce a guest post from Mary-Ann Johnn, Digital Marketer, who’ll tell you more about effective ‘content’. Continue reading

Why content often has nothing to do with copywriting

content marketing copywritingFollowing on from the great Professional Copywriters’ Network conference last Friday, I’d like to take a moment to discuss the crossover between content marketing and copywriting. The most contentious issue of the day was the merits (or lack of merits) of content marketing, which Andy Maslen has done a great job of summarising in his blog. Rather than recycle his words, or any of the other genius imparted throughout the day, I want to take a moment to spew out my own thoughts on content marketing and blog writing. In short, that online content, even when perceived as a marketing tool, often has nothing to do with copy. Continue reading

Video marketing insights from Brighton SEO

video marketingFor me, one of the most interesting talks of BrightonSEO came from Phil Nottingham of Distilled (where he has the remarkable title as Head of Trolling and Memes). It’s an apt talk to follow up insights from YouTube at the ConnectedTV conference. Shooting out valuable tips and links at a mile a minute, this is effectively what Phil advised: Continue reading

Changing content considerations: YouTube Insights from Brighton CTV

youtube connected content writingThough I’ve already summarised the storytelling aspects of the , a talk that stood out for me on the day was that of Richard Waterworth from YouTube / Google. Aside from the sweeping stats showing how popular YouTube is (very popular), he gave a clear summary of how the next generation of internet users have adapted thanks to the ease of creating and sharing video content online, and how that can influence content creating strategies. Continue reading