Inkovations: Copywriting strategy
Take a look at your website homepage.
Does it really bottle your brilliance?
A simple way to tell is to imagine stripping away your branding, so you’re simply left with your web copy.
Picture your website pared down to just that small amount of text.
Would potential clients still recognise that it was you speaking,...Read More
Unless you’ve been living under a rock, you’ve probably noticed there’s an unlikely craze sweeping the nation, nay the world, at the moment.
Maybe it’s the time of year - January is a time when we all get that urge to usher out the old and start afresh, isn’t it? The temptation to tear it all down and start again can be...Read More
If there’s one tip I can people for differentiating your business, it’s this: don’t focus on your service first.
Focus more on your personal mission up-front, then and only then, talk about what you do.
Your mission or ‘why’ is what people buy.
But the funny thing is, people also buy what you’re not, what you won’t do...Read More
In a world where you’ve got seconds to make a great first impression, potential clients need to ‘get’ what you have to offer – and quickly.
It’s like legendary film producer, Sam Goldwyn, put it;
“If you can’t write your idea for a movie on the back of a business card, you ain’t got a movie.”
And so it is with...Read More
It was over 16 years ago that I cut my copywriting teeth working for the Cabinet Office on the Government’s UK Online campaign. Which included a memorable all-nighter at the infamous Cobra (emergency) press office.
Now we’re coming full circle…
I’m thrilled to announce that Inkspiller has just been accepted on to the...Read More
Confession: I am a terrible proofreader.
I work with a trusted partner wherever possible (Hello, Lynn!) because I find it virtually impossible to proofread my own work.
After having written something over several drafts I literally cannot see the typos. And yes, there are always typos.
In my defence, even Harry Potter and...Read More
Go to the gym every day! Never drink gin! Delete Facebook!
No. I’m not a big fan of wildly optimistic New Year’s resolutions either. With the notable exception of January 2001 when I gave up smoking as a student (it was either that, or give up electricity) I’m just not very good at sticking to them. Also I don’t do the gym and wouldn’t...Read More
“Your audience is one single reader. I have found that sometimes it helps to pick out one person-a real person you know, or an imagined person-and write to that one” John Steinbeck
One of the key pillars to growing a successful brand is a deep understanding of who you’re there to serve.
Who are your users, customers or...Read More
As Maya Angelou famously put it - “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
We all like to think we’re rational creatures. We all pride ourselves on our clear thinking and intelligence (which are important, and uniquely human) but the science...Read More
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