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‘It’s all in the brief’

By | Copywriting | No Comments

One of the key arts of copywriting is condensing often complex or over-busy messages into clear and succinct ones that avoid wasting people’s precious time. Often there’s a lot to say, and not a lot of space (or attention span) to say it – so we ensure fewer words work much harder in getting key messages across. Read More

Rewording as you rebrand

By | Tone of voice, Writing | No Comments

Of the myriad things I lend my expertise to, being part of a brand overhaul is one of my favourites. Being there when the brand is aware it’s outgrown its current guise means everyone involved is receptive and excited. It’s a great opportunity to look more closely at the core character of the business, and find new and engaging ways to convey its unique propositions. It’s a chance to re-invent the cause, breathe fresh air into the look and feel, and sharpen the messaging to convey key themes more effectively.

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Do you do…?

By | Writing | No Comments

Yes, I do. I’m a copywriter.

I’ve been asked many times as a freelancer if I have experience writing for specific sectors, or for specific channels of communication. ‘How much agri-bulk work have you done?’ ‘How many case studies have you written about community engagement in the renewable energy sector?’ ‘Do you do SEO copy for boutique hoteliers?’… and so on.
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About us… what about it?

By | Writing | No Comments

One of the golden rules – for any kind of writing – is asking yourself if what you want to say is what anyone really wants to hear. A good copywriter has to ask this question continuously of his or her own writing, and be wary of what clients think people are remotely interested in… Read More

Why develop a tone of voice?

By | Tone of voice | No Comments

Used effectively, words shape how people perceive us. What we say, and how we say it, helps us articulate who we are and what we stand for. As much as – if not more than – how we look and behave, it’s what we say and how we say it that defines us. As individuals, we use this to charm, persuade, reassure and convince people. Read More

Just stop it – there is no formula

By | Writing | No Comments

Yes, there are common principles. There are things we can all agree on as constituting ‘wow’, ‘pretty good’, ‘not very good’, or ‘dreadful’. But please, please, please… can we stop with the ‘ten simple steps to copy nirvana’, the ‘sure-fire techniques for creating powerful content’ and all the other fast lane and short-cut throwaway articles? Can we? Read More