TIP: Focus your copy on one idea.
EXAMPLE: A vintage ad built around one idea
THOUGHT: The traditional top-down content approach can be turned on its head.
SEO can be a useful tool, but it’s not a silver bullet for all businesses. Here’s why I don’t bother with it in mine.
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Digital marketing firms have got to be in one of the most crowded fields there is. I reviewed one firm’s website, and gave pointers to help them stand out from their competition.
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Your brand tone of voice is far less important than you think it is.
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Don’t tell people how great you are. Show them by giving them real information they can sink their teeth into.
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It’s a pretty straightforward tip, but it’s surprisingly easy to forget.
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It doesn’t always take a full rewrite to make a big difference.
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Free trials are tempting - but they need to back up a compelling offer, rather than be the offer themselves.
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Hirepool is doing a great job of tailoring their ads to their audiences stage of awareness - a fact I learned when I rented a wood chipper for the weekend.
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Taking aim at one of my biggest pet peeves: trying to pack too much into one ad.
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When it comes to improving your writing, there’s lots of low hanging fruit. Here’s three of them.
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Slogans in particular, and copywriting in general, don’t necessarily have to be high-minded clever phrases that tap into deep corners of your psyche. They can be as simple as articulating your main benefit in a way that connects with your customers. Here’s a great example.
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Every professional service provider should work from a framework. Here’s mine.
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Lots of tone of voice guides are just generic writing guides.
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Copywriting is not as important as a lot of people selling copywriting courses would have you believe.
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A lot of the stuff David Ogilvy wrote in the 1960s is just as relevant to copywriting today - even though it was a completely different world.
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Want messaging that actually makes a difference? Talk to your sales team
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The process behind your work can be both a differentiator and a message that cuts through the noise. Use it to connect with your audience and show your value proposition.
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