Inkovations: Copywriting strategy
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
As a follow-up to our previous post “26 Vanilla, Vague and Overused Words That Weaken Your Web Copy" here are a few words that may have been fresh, interesting and wacky at first but have become total clichés over...Read More
Last week I wrote about how easy it is to fall back on the same bland, well-worn phrases that everyone else in your industry uses.
Instead, I recommended that you build a lexicon of interesting words that express your brand personality and help you communicate with a consistent tone-of-voice.
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