Copywriting Blog

Choosing the right copy is essential. This is especially true when trying to retain the attention of an online audience that’s likely to disengage if you don’t get the content right. Terms such as ‘synergy’, ‘phygital’ and ‘core competency’ are examples of phrases which are likely to leave potential clients confused and looking elsewhere for information, only serving to boost your bounce rate. Navigating modern marketing can be somewhat of a minefield – how do you create a unique tone of voice, without sounding forced or cliched? How do you write copy that is engaging enough to make a client stop and absorb info, without beating them over the head with loud corporate slogans? And how do you ensure that your copy stands out from the rest of the pack? The answer lies in sidestepping outdated and ineffective terminology and opting for engaging alternatives instead. Take a look at our pick for the top 10...

Celebrity columnists are nothing new. In the 1940s Louella O. Parsons and her rival Hollywood gossip columnist Hedda Hopper attracted the attention of 75 million US newspaper readers and radio listeners – half the country at the time. However, unlike today’s celebrity columnists, they gained their notoriety through their columns, albeit heightened by their ongoing feud with each other, rather than being chosen to write due to their fame. Now it seems that celebrities are selected as columnists primarily for their ability to be controversial and opinionated rather than knowledgeable in their area of writing. Guardian ‘Bad Science’ columnist Ben Goldacre is a doctor and cognitive neuroscience researcher who feels that journalism should be carried out by “people who actually know about stuff”. When we read some of the columns of the following celebrities, we can’t help but agree. Katie Hopkins Many people have taken comfort from the fact that the ultra-outspoken columnist Katie Hopkins doesn’t...

For FinTech start-ups, an effective content marketing strategy can harness influence within the sector, tip funding bids in their favour and drive sales. In the ever-evolving field of financial technology, it’s especially important for FinTechs to stand out from the crowd and position themselves on the edge of innovation. We look at how carefully planned FinTech copywriting can help start-ups weather the storm as they aim to develop into sustainable, in-demand businesses. The FinTech landscape According to figures released by HM Treasury, the sector received a record £2.1 billion investment in the first three quarters of 2017, an impressive figure considering uncertainty in the UK’s financial industry following the Brexit vote. Perhaps even more surprisingly, data from London & Partners also states that UK tech firms attracted approximately four times more funding in 2017 than Germany, France, Ireland and Sweden combined. One thing is certain: the market is buoyant for FinTech start-ups. Content strategy: counteracting start-up stumbling blocks Despite no...

The beauty industry is worth a staggering £17 billion in the UK alone, with consumers spending upwards of £9 billion each year on the latest cosmetic innovations. Whether they promise to keep us looking young, cover our flaws or accentuate our favourite features, it takes a truly special product to stand out in such a saturated market. The last century has seen a radical shift in beauty industry advertising and marketing campaigns. Not only are ads brighter, slicker and digitally enhanced, but the type of language used to sell beauty products has also changed dramatically. Marketing campaigns have become more sophisticated, often focusing on the science behind a product alongside its cosmetic benefits. With that in mind, we’re taking a closer look at how marketing campaigns directly influence our beauty purchases, and how the art of language has helped transform the industry. The science of beauty Hypoallergenic, dermatologically tested, clinically proven – all are common claims put out by...

The saying goes that you only get one chance to make a first impression. For users, your written copy delivers exactly that. Effective copy not only appeals directly to its target audience but echoes your brand identity, establishes yours as a knowledgeable voice and is underpinned by SEO copywriting best practice. Businesses depend on good copywriting, yet producing everything in-house can be a significant drain on time and resources. Outsourcing your writing is no longer seen as the industry taboo it once was. In fact, some 64% of B2B marketers are thought to be turning to remote teams for copy creation and content strategy services. Even so, deciding to outsource your own writing can be daunting. First, there’s finding a copywriter who can work to your briefs and specifications, then there’s ensuring that they have a strong grasp of your brand, your tone and your audience. Put simply, the process can easily feel like more hassle...

Whether you’re embarking on a creative career for the first time or are in need of some quick inspiration, finding a way to get the creative juices flowing is paramount. Yet for all the webinars, online tutorials and video walk-throughs out there, few things can rival a thought-provoking book. From improving your relationship with clients to avoiding the dreaded creative block, here are some books that double as valuable resources for anyone active in marketing their content. How To Win Friends & Influence People, Dale Carnegie Getting right back to basics is often the best way forward. Even in today’s digital landscape, Dale Carnegie’s 1936 work, How To Win Friends and Influence People, is still inspiring discussions and has proven itself to have evergreen appeal. Carnegie outlines the basics of connecting with people and bringing them around to your way of thinking. Carnegie covers everything from dealing with tricky characters to defining your own leadership style. Over 30 million copies have...

In a world where traditional marketing chatter is often ignored or not believed, many businesses have turned to brand storytelling as an increasingly effective way to express their brand’s voice, gain the trust of potential customers and rise above the noise. Essentially brand storytelling is a way of showing what makes your business unique by portraying some personality. Neil Patel of Quick Sprout says, “Storytelling is a powerful and actionable marketing technique…, it’s the reason why your company came to be.” There are of course scientific reasons why storytelling is such a successful method of communication. Experts call it neural coupling, where the storyteller and listener become synchronised. Big name Brand Storytelling While companies like Apple, Amazon, BMW, and the BBC – all with large marketing budgets – consistently lead the polls of the top storytelling brands, they have their own difficulties in getting the message out. Creative agency Aesop argues that, “Big companies can appear faceless and lacking in emotion....

Good copywriting underpins any website. Without it, visitors won’t stay very long and are far less likely buy your products or services. So, how do you create content that will keep your audience interested? We’ve put together a list of 7 copywriting Cs that will help you craft SEO copywriting for your website that engages your audience and converts. Clear The message you’re trying to convey to your audience needs to be clear, otherwise you’ll fail to interest them at all. There’s nothing more annoying than having to trawl through content to tease out its meaning as it’s too elaborate or not structured correctly. You need to stick to the point you’re making and don’t deviate by incorporating irrelevant topics. If you’re attempting to convey several ideas in a piece of writing, then focus on one at a time. Consider using bullet points and headlines, as they aid clarity, and avoid jargon and confusing...

From blogs and e-books to widespread content marketing campaigns, we’re all familiar with the importance of generating fresh, inspired content that’s on brand and of value. Coming up with ideas is just the beginning of this often lengthy process, yet burnout at this stage is common. 47% of marketers don’t have a formal structure in place to manage the planning, creation and delivery of new content. As a result, producing a seamless flow of engaging content that benefits your business can be a significant drain on time and resources. Regardless of your industry, there’s limitless potential to come up with great content ideas that work for you and your brand. More often than not, the key is refining the process of idea generation and assuming a fresh perspective. With that in mind, here are a few ways to produce content ideas that are both unique and effective. What defines ‘great content’? Content comes in many different...

Without knowing it, many copywriters are hindering their productivity by making mistakes in both the planning and in the actual content writing itself. To combat this, read through our list of copywriting mistakes to ensure you’re being as productive as possible. Not getting the right brief Making the best of your time comes down to writing with purpose. Briefs are like pictures to copywriters, they give clear ideas and focus on what the client wants. A good brief will have all the basic requirements for your copy, including the main message, purpose, format, length, audience, tone of voice and deadline. Knowing what these are before you begin the writing process will save you a lot of time and help you to be as productive as possible. After reading a brief, copywriters should begin to formulate a plan on how they’re going to write, incorporating the guidelines provided. But don’t be afraid to ask questions if you think that anything important...