Copywriting Blog

If you’ve ever looked for or researched holiday destinations online then you will already be more than familiar with some of these travel copywriting clichés. Using tired tropes is a sure-fire way to turn off your audience and result in your product becoming just another holiday destination that blends in with the rest. Studies show that content identified by customers as bespoke and original increases purchase intention by 61%, so it’s crucial your content stands out. 1. Cliché words and phrases Using clichéd language is certainly one of the most common misdeeds. You’ll be hard-pressed to find a travel or holiday website with no repetition or a cliché in sight. However, overuse can come off as stilted, and there are some phrases we think are best to avoid all together. The most simple way to manage this is to curate a list of banned phrases. Even a simple whiteboard with a constantly updated list, accessible to all writers...

2017 has undeniably been a politically-charged year. Britain has been learning to live again in the aftermath of Brexit. And we had to deal with the shock US presidential outcome, which saw Donald Trump become the 45th president of the United States and one of the most powerful men in the world. The news stories of 2017 were littered with the repercussions of these decisions, which has led to a resurgence in political interest, particularly among young people in Britain. The year culminated in ‘youthquake’ being named Oxford Dictionaries’ 2017 Word of the Year. ‘Youthquake’, meaning ‘A significant cultural, political, or social change arising from the action or influence of young people’, is only the tip of the iceberg. The political awakening of 2017 continues to be reflected through our changing vocabulary. Several new words in 2017 were of political origin, with many being runners-up for Oxford Dictionaries’ Word of the Year. Here’s a list...

Optimising your website copy can be a bit of a dark art. It’s often hard to know whether your copywriting efforts are really hitting the mark. This is where A/B testing (also known as split testing) comes in. With A/B testing you can compare two different versions of your website copy against each other, in order to establish which one truly performs best. Copywriting is actually one of the simpler features to evaluate, as changes are quick and easy to implement. You can make as many changes to a webpage’s written content as often you like, small or large, testing as necessary. Here are some tips for getting the most out of the A/B testing of your copywriting. How to A/B Test copywriting With A/B testing you create a second version of the webpage you want to assess, with changes. These alterations can be as minor as rewriting a headline to a complete rewrite of the page....

Effective copywriting for social media is about more than clickbait and hashtags. Nor is it restricted to writing well-crafted copy. It’s about getting as many users as possible reading and sharing your content, and about maximising engagement across multiple social media channels. Here are 7 tips to help you do so. 1: It’s all about the headline Headlines sell content. They might be the first and only piece of copy your readers see on social media. The viral content website Upworthy recommends writing 25 headlines for every social post and testing some. (Source: Slideshare) These examples show that while some headlines succeed others will fail. Clarity is key. The headline on the left has a humorous image but lacks a clear explanation. The headline on the right is clear. It also incites curiosity with a cliff-hanger and ends by addressing the social media user with a call to action. 2: Length matters On social media size matters, but in the opposite way to other...

There’s no denying that the internet is saturated with content. In fact, one of the biggest challenges facing business owners and marketers alike is the mounting pressure to keep up with demand. A regular supply of fresh content brings with it increased traffic, engagement and conversion opportunities, yet it can also prove to be an inherent drain on time and resources. An increasingly common solution is to simply repurpose existing content. From giving evergreen content a quick tidy up to completely reformatting old blog posts, crack the process of repurposing content and you’ll soon have a wealth of new opportunities at your fingertips. To get you started, here’s a quick look at how and why repurposing blog content for video could directly benefit your content strategy. The power of video 85% of businesses now have internal video production resources in-house, while by 2019 it’s predicted that video will represent over 80% of all traffic online. There’s certainly an increased demand...

Gaining positive attention online is getting harder and more complicated by the day. Consumers are increasingly avoiding traditional advertising in favour of more subtle sales techniques. PageFair has found that since 2016 mobile ad-block usage has grown by approximately 108 million, while 11% of global Internet users now have some form of ad-blocker installed. On top of that, a study by Sharethrough found that consumers looked at native ads 53% more frequently than regular display ads and that native advertising raised purchase intention by 18% compared to banner ads. This suggests a definite distaste for blatant selling techniques, highlighting one of the many reasons why so many companies are now investing in native advertising. So what is native advertising and how is it different to content marketing? Content marketing focuses on creating content to improve your own website and should be part of your overall marketing strategy. Native advertising focuses on creating content to be published...

Reaching out to an international audience is one thing, but sharing meaningful communication and content is another entirely. As we begin to see a demand for more natural communication online, implementing a strong, multilingual strategy for your brand has never been more important. In this blog, we share the 5 top ways in which a multilingual agency can offer copywriting services and help you craft an international strategy and achieve growth overseas. 1. You’ll benefit from consistent translations tailored to your brand Simply put, translation forms an integral part of your multilingual strategy. When translating content, it’s crucial that you proceed with the same level of care and rigour as you would when writing native copy. Consider the message you want your translated pages to convey, your desired style and tone of voice, and how you want to handle translation of product names or key services you offer. A multilingual content agency is perfectly placed to support you...

There’s a common misconception that B2B and B2C marketing are two distinct fields, with little correlation. While the two sets of marketers will have some different approaches, the old comparison between logical B2B marketing and emotional B2C marketing doesn’t really ring true anymore. But there’s no reason why B2Bs shouldn’t leverage the best aspects of B2C brand marketing in order to stand out. We discuss the subtle differences between B2B and B2C marketing, and how B2B marketers can get in a B2C marketing mindset to get ahead. How different are B2B and B2C marketing? The old school way of thinking is that B2B marketing is based on logic, while B2C marketing is all about emotion. However, emotion still comes into play when marketing a B2B product or service. After all, behind any good company are its people. So, you need to take into consideration the needs and desires of those people when coming up...

Website design and print layouts are an important aspect of any marketing strategy, but good copywriting is the key to their success. If the content isn’t flowing properly, your audience will take notice. In 2018, instead of focusing on the aesthetics, let’s get down to basics and take a good look at how to improve content while keeping it current. Leave the flowery language at home It can be tempting to use all the flowery language in your repertoire to represent your brand, but the truth of the matter is, adjectives can a nightmare for a copywriting agency. In 2018 we need to be picky about our word choices and choose the right adjectives that will make your copy memorable and persuasive. A great tip going forward is if you can get your message across without using adjectives at all, then leave them out. It will make your copy straightforward and easy to understand. If you...

A brand story is a subtle yet powerful tool. It’s not a sales pitch or PR stunt – a great brand story should be natural and authentic. It’s not a way to manipulate people to buy either, but rather a means of building relationships and trust. Storytelling allows you to engage with people on a personal level and form an emotional connection with one another. If your story is compelling enough, it will encourage people to feel positive about your brand. They might feel warmth or inspiration or excitement. That’s what makes them want to be a part of your story, and what makes your brand memorable. It means much more than simply buying a product or service. We’ve shared some expert tips and examples to help you create an authentic brand story that resonates with people. Show Personality Your brand story needs a personal touch that’s unique to your business. It’s got to have enough personality...