Have you ever been at a party and found yourself looking for the nearest escape route while the resident bore (and there always is one) bangs on about their latest accomplishments without once trying to actively engage you in the conversation? After all, shouldn’t you be grateful that they’re letting you bask in their reflected glory?! We’ve all been there. […]

Did you know that while eight out of ten people will read headline copy, only two out of ten will read the rest? I remember my jaw hitting the ground when I first read this figure early in my copywriting career. I realised then just how crucial a good headline is. It needs to grab attention and get people reading, […]

Copywriting that sells is copywriting that connects with readers on a level beyond facts and features. It focuses on benefits and appeals on an emotional level. It’s aspirational, inspirational, packed full of promise and written in a language that the reader inherently recognises and understands. What do I mean by this? Let’s take my own business as an example. One […]

In the past six months, I’ve written copy for 31 new clients, all of whom represent small businesses. Very early on in our working relationship, typically during the enquiry stage, nearly every one of those soon-to-be clients has asked me, ‘So, what happens next?’ It struck me that working with a freelance copywriter for the first time can feel like […]

If you run an established company, when was the last time you thought about your brand and what it says about your business? When you started out, did you create your brand consciously or make it up as you went along? If you’re just starting out, have you managed to define the brand you want to build? Are you even […]

Have you ever stopped to think about why you’re in the business you’re in? What is it about it that gets you out of bed in the morning? Do your customers know how you feel? Do you talk about your business in terms of why you do what you do, instead of what and how? The reason I ask is […]

There are good writing days and bad writing days; days when the creative juices are flowing like bacchanalian wine and days when you would be excused for thinking that your creativity had emigrated to sunnier climes. So, what can you do to get over writer’s block when it strikes? Here are my top seven sure-fire ways to get the copy […]

Is having a business blog on your ‘to do’ list? Perhaps you’re worried about where to start or still on the fence about whether a blog would be right for your business? You can read more about why I think it pays to blog here. It can be nerve-wracking to start blogging for the first time. Will anyone want to […]

I’ve mentioned this on my Facebook page before but, just down the road from my house, there’s a new shop with a shop-front that stumps me every time I walk past. For the life of me, I can’t figure out what the shop sells. The chaotic appearance is so overwhelming, I don’t think I’ll ever muster the energy to push […]

As human beings, we love nothing more than a good story. Throughout history, we have built our societies around a rich oral tradition, as well as the power of the written word. We tell stories to connect with others, to make sense of our journey through life, to share our knowledge – good and bad – as well as to […]