Preparation is so often the key to effectively accomplishing any task you set yourself. When writing a blog, for business or otherwise, thinking about who you are writing for is a major step towards producing something that not only speaks to your audience, but will be found by the search engines. So, continuing my tenuous analogy between working the room at networking events and working the vast expanse of the online world by networking through a blog – how can networking tips help you prepare your online content? Continue reading
In my downtime between copywriting tasks, as any budding freelancer should, I scour books and blogs for tips and tactics to better understand the world of content writing. Half of the people on the internet offering advice, it seems, have one incredible tip that could change everything for you. They’re anxious to share it with you, but it’s hidden behind a fortified essay of additional information.
Every 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
I often put up advert examples with the aim of analysing the copy and discussing effective writing. In this case I want to do the opposite, because a flyer was given to me this morning that I thought perfectly encapsulated its story without a single word. (Lies, actually, it’s got a few written details about when the play is on and its title, but they’re not the sale.) So here is a great example of where copy is not needed: Continue reading
What’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
When thumbing through some cooking magazines looking for new and exciting recipes, I was drawn more, as I tend to be these days, to their adverts. I’m always interested in how effectively the advertisers address niche interests, and found some excellent examples here. Seeing as my past posts on copywriting examples found in general publications and for luxury hotels proved popular, it seemed only right that I pop up a bunch of food adverts to join them. And that’s what you’ve got here: Continue reading
I seem to have spent more time looking for work than actually working, as any freelancer is likely to find. And I’ve also, somehow or another, ended up hiring replacements for almost every job I’ve ever left. This lengthy exposure to the world of recruitment, has given me more experience with recruitment ads than I’d like to have thought possible. Often they’re painful to read, and provide prime examples of copywriting neglect – just do a quick search on Indeed and see. For the sake of my sanity going forward, and for the sake of those both looking for work and those hiring staff, here are my tips on writing better recruitment ads. (Please note that these tips concern adverts for active jobseekers, to help sift through candidates, rather than more dynamic branding adverts used for competitive recruitment advertising.) Continue reading
Christmas is over, New Year is gone, and for the next month or two the world will be drearily nursing hangovers and sobbing about how dark and dreary the days remain. Those in regular employment aren’t happy about going to work, and won’t work as hard. Those of us who are self-employed suffer a knock-on effect that it’s difficult to find new clients, and a slower workforce in general can mean no work at all trickling through to the freelance workforce. Following from my article on dealing with freelancing fear, here’s a few tips for getting through a freelance famine: Continue reading
Recently, I’ve met a few people in businesses who had never considered the quality of their copywriting. After explaining what I do, the usual response is that they’d never considered the importance of their company’s writing before. But they immediately see the benefit of improving their writing. It’s beneficial to lay these points out clearly, not because they are difficult to understand but because sometimes a business will not think of them until they are prompted to. Following from my article explaining what a copywriter does, and my video presentation covering what copy is, this article will give a brief list of exactly why good copy is important.