Tag Archives: copywriting tips

Writing content that works the room:
Part 1 – Networking ideas

working the room, writing contentAt a Brighton Chamber of Commerce event focusing on networking tips for creative industries, I met a fellow freelancer who offers very similar services to me. He asked me a question that I thought was a fantastic way of looking at content writing, because it says a lot about what how, and why, we write online: When you’re writing content, do you sometimes feel like you’re working the room?

This is an ideal analogy, because writing online is a form of networking, with many similar motivations and problems. And it’s possible to take some of the best tips from networking and apply them to your writing. Worthy, I thought, of a whole series of articles. So, to get started, how exactly is writing content like working the room? Continue reading

How words can sell food: copywriting in menus

copywriting for menusEvery time I visit Las Iguanas, before I’ve even ordered I find myself longing for my next visit. One look at their menu tends to make me think a single meal is not enough. You can see on their website and promotional material that they put a bit of effort into their copywriting, but it’s impressive, and worth noting, that their sales efforts continue after you’ve settled down to eat. I imagine there’s some personal preference involved (if you despise Latin American food then you might not be convinced), but I can’t help but be drawn in by every item on the menu. Continue reading

Harnessing the strength of consumer comments through interviews

interview customer testimonial, case studyWhen I worked in media research, one of our most valuable commodities, as a company that put video cameras in people’s homes, was footage of customers singing the praises of a product in a natural environment. Short of trialling the product, what could build more consumer confidence than seeing real people recommending it to friends and family, without prompt? These beautiful moments were rare and difficult to come by, trawling through the hours of video footage, and riotous celebrations would shake the office when we discovered such a scene. It was a feeling I unexpectedly recreated last week, when I happened upon the online equivalent of such a scene, by developing a thankful consumer comment into a broader interview. Continue reading

How not to write a query letter: tips from my childhood

writing query letter for reader

As a freelance writer, query letters are a fact of life for me. I started very early – sending novel submissions, back-stories for my favourite games, and general ideas for ‘inventions’. They rarely received a response. One of my more memorable efforts was an elaborate description of a computer game as part of a magazine competition. The hazardously formatted attachment of my MS Paint game characters won me a very angry response. Quite aside from the fact that it was a competition for computer games designers, not writers who could describe a game. That childish email made pretty much all the mistakes possible in a query or submission. Continue reading

A business principle worth repeating: positively good advertising

business principle: positively good advertisingWhat’s the most memorable business principle you’ve learnt from a book? There’s a ton of them out there, but one from Ogilvy on Advertising always sticks in my mind. It’s a principle I repeat to a lot of people, because it says so much, not just about good advertising, or good copywriting, but about good business in general. That concept is Joel Raphaelson‘s theory behind ‘the positively good’.  Continue reading

A copywriter’s lessons from BrightonSEO

Brighton SEO copywriter

You might be wondering what you missed with the chaotic revelry that was BrightonSEO. Or you might be wondering how you could easily summarise all that you saw. Fortunately I’m here to help. I had simple dreams going into BrightonSEO last week, concerning (1) learning enough exciting new things for dozens of blog posts and (2) getting some free beer. The talks I saw weren’t entirely applicable to me (though fascinating), so instead of dozens of blog posts about my main learning points from BrightonSEO, I’ve come away with just one big fat summary. And a hefty hangover. Continue reading

What use is a business blog?

free ebook business bloggingI thought it’d be prudent to give you a preview of my short business eBook available free on this site, for anyone who doesn’t have the time or the inclination to make a download. This section is from the first chapter, What use is a business blog?, an introduction to the basic idea and use of a business blog. You may also consider reading this post for uses of a business blog. Continue reading

The mindset for persuasive copywriting

persuasive copywritingWhen writing persuasive copy, you need to be in a specific mindset to appeal to your audience. The difference between persuasive copywriting and ineffective copy can be subtle, though. This was a point that stirred in my mind after I attended a bid writing seminar run by the delightful people at Boost Consultancy. The speaker made some excellent points regarding the mindset necessary for successful bid writing, which I thought was also a solid basis for some persuasive copywriting considerations. These points aren’t necessarily true for all advertising copy, where there is room for a lot of creativity, but generally if you are producing long copy, especially in a formal setting (such as cover letters and direct response marketing), this advice can prove very helpful.  Continue reading

8 quick ideas for business blog content

business blog ideasI’m working on a short eBook to introduce the idea of writing a business blog, and my current section seemed worthy of a blog post. Often, the hardest part of writing a blog is coming up with ideas for it, yet a blog needs constant updating to be really effective. Here’s 8 quick ideas for business blog content, presented with exposition to help you think up some more:
Continue reading

Pros and cons of writing your own professional blog

Freelance copywriter, writing, typing, working hard, marketing and delighting in copy, professional blogger.Following from my post encouraging the use of blogs to promote business, the next question is whether to write your own blog or outsource the task. As a freelance copywriter, writing other people’s blogs is part of what I do, so it’s natural I’m going to demand you hire someone to write a blog for you – but I know when a job’s necessary or not. I’d never encourage someone to hire me if I thought they could do a better job themselves. And there’s a number of reasons that might be the case. Here’s my attempt at a balanced look at the pros and cons of writing your own professional blog, instead of hiring someone to write it for you. Continue reading