Inkovations: Brand positioning
As a service-based business, your About page is the most important piece of copy you’ll ever write.
One look at your Google Analytics will show you that this is one of the most-visited pages on your website.
That’s because, at the earliest stages of the customer journey, potential clients head straight there to see whether you’re...Read More
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
The sad fact about designers, copywriters and creatives is that we’re not always that good at doing for ourselves what we do so well for our clients.
We’re especially guilty of neglecting our own websites. We procrastinate about improving them - for months or even years - then rush and bang something out that’s full of industry...Read More
Bottling your brilliance and differentiating your business isn’t just about what you do or why you do it. It’s also about HOW you do it.
The unique way that you work with clients can be one of your biggest selling points. But it’s also one of the trickiest things to articulate.
Often that’s because it boils down to a sense of...Read More
In our experience, nobody really wants to pick a niche for their business or brand.
In fact, it’s a topic that seems to get people in a monumental flap.
As an aside, ‘niche’ is also a really weird word to say over and over again, as Anna discovers in the video above! It’s pretty odd to type too…
Whilst we...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
What do you take for granted, that you can do freakishly well?
One of my superpowers is reading ridiculously fast.
I’ve challenged myself to read 100 books this year and currently reading number 55 (Neil Gaiman’s Norse Mythology - so good).
I’m proud of that fact and I’m loving the challenge but I never mention it if people...Read More
At this time of year of resolutions and bright shiny possibilities, it’s easy to overload ourselves with new goals, diet or exercise regimes and grand business ideas.
If you work in the creative industries, this time of year is also traditionally quieter. So you might be using the lull to launch into frenzied marketing mode.
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