Copywriting Blog

We’ve all experienced how some of the big household names in charity use hard-hitting subject matters and psychology to grab our attention. In fact, as of September 2017 there were over 167,000 charities in the UK, each wanting to get their voices heard. We explore charity copywriting methods including active voice, building connections and powerful call to actions (CTAs) in order to convert readers to donators. And, how excellent copywriting can inform and even save lives, while at the same time nudging readers towards allegiance with the charity and raising money. How UNICEF leveraged its social influence In 2013, the Swedish branch of UNICEF used a somewhat controversial message to encourage its large social media following to take action and donate. Its ‘Likes don’t save lives’ campaign highlighted the rise of ‘slacktivism’, saying ‘Like us on Facebook, and we will vaccinate zero children against polio.’ As well as these adverts, four video ads were also distributed through social media. One of...

With over a billion users to its name, YouTube is one of the biggest players in the world of digital content. The growth of video has been a key headline in digital marketing over recent years and its popularity only looks set to increase. By creating your own video you have the potential to reach whole new audiences, for whom the notation TLDR has become a feature of everyday vocabulary. We’ve all heard about the benefits of repurposing blog content. However, altering its format entirely can be a daunting task no matter what industry you’re in. Transforming long-form written content into engaging video is a lengthy process, yet the returns could be huge. Continue reading to discover how to turn blogs into video and why it really is worth the effort. The fundamentals of video content Before you begin repurposing existing content, it’s important to first consider why video is such a popular medium. As Forbes contributor and...

Some say good writing is an art. While we do agree, we’re here to point out that science can play just as crucial a role. Persuading people to believe what you’re saying has been a vital element to human interaction and survival from the time we first began telling stories. And while we’ve advanced in many areas, the millennia haven’t changed us that much. Effective persuasion can still be studied and mimicked from a scientific standpoint. Below are 10 scientific principles that, when applied to copywriting, can make your stories irresistible: 1. Get chummy with the ‘Old Brain’ Neuroscience tells us that the brain has three layers, each with a separate function; the ‘New Brain’ is the most recently developed, and does our logical thinking; the ‘Middle Brain’ works on an emotional level and does our feeling; and the ‘Old Brain’ – the oldest, most animal layer – makes the actual decisions, using input from the...

Content marketing is an umbrella term applicable to just about every industry, yet the type of content you produce is going to be largely influenced by your topic. When it comes to fashion, such a focus is on creating content that’s aspirational, inspirational and, perhaps above all, on trend. Across the board, it’s imperative that brands and businesses focus on delivering content that meets the inherent demands of their sector. As such, here are four key types of content that all fashion brands can benefit from. Blogs Including: newsworthy articles and trend-led pieces Websites that host their own blogs give search engines access to 434% more indexable pages. And when it comes to fashion sites, the benefits of regularly updating it with fresh blog content go far beyond the potential for improved SEO. The fashion industry is about as fast-paced as they come. Having the capacity to develop new content based around current trends will improve your chances...

The secret is out that travel copywriting isn’t always as glamorous as it’s made out to be. Whether you’re writing about the lost islands of Thailand or the frozen fringes of the Arctic Circle, it can be challenging to do anything but fall back on stereotypes in an age where everything in the world feels known and chronicled. Luckily, there are a variety of ways and means to make your content stand out. Take a look at our tips to help you sell that sense of place and make convincing travel copy about even the most storied of landmarks. Make it narrative Creating a sense of place is one thing, and you can certainly transport the reader to your chosen destination through some suitably evocative language. Yet the real key to it all is fostering empathy or creating a sense of personal connection. Approach your travel writing from an emotional standpoint. How did you feel standing under the Eiffel...

Forbes last year predicted an influencer marketing explosion in 2017. And with 86% of women now participating in social media research before making a purchase, it’s clear to see why brands of all sizes are investing time and money into such campaigns. In fact, a recent study revealed that just 4% of UK marketing professionals have neglected to allocate any budget for influencer marketing over the next 12 months. It’s clear that influencer marketing is a worthwhile investment for brands across multiple industries – and none more so than fashion. From traditional blogs to Instagram accounts boasting hundreds of thousands of followers, even Vogue is paying homage to the way that fashion influencers are turning the industry on its head. With that in mind, here’s just a small selection of the top fashion influencers to work with in 2018. Lucy Williams – Fashion Me Now Lucy’s background in fashion editing and forecasting makes her one of the most knowledgeable style influencers in the...

After hearing the news that Britain’s oldest postcard publisher is ceasing business at the end of 2018, we’re feeling nostalgic. The power of postcards goes far beyond a somewhat snail-paced way of keeping in touch when on holiday, both historically and today. We explore how postcards have made an impact on the world and continue to, even in the immediacy of the digital age. The background of the postcard The postcard publisher that’s closing its doors is J Salmon of Kent, a family-run business that, along with its competitors, has been producing the little rectangular cards since the 1890s. J Salmon’s biggest rival, John Hinde, stopped producing postcards four years ago, but at its peak in the 1960s sold 50-60 million postcards a year. The appeal of postcards has always been that they’re a personal, hand-written message from a loved one far away – the fact it’s hard to travel miles to get to the recipient makes...

You can spend an exorbitant amount of money on a snappy website design that’s so adaptable it can even shift into another dimension, but if your content fails to pass the test your whole brand will score an F. Just because you’re a good reader doesn’t necessarily mean you’re a good writer, which is why enlisting the help of quality copywriting services is so essential. In 2013, Real Business conducted a study that revealed 59% of Brits wouldn’t use a company whose website has overt grammatical errors and misspellings. Which, in our opinion, is completely fair – regardless of your speciality, nothing cries incompetence quite like using the wrong version of ‘there’. Your copywriting should be lucid and clear, meticulously-edited and, above all, indicative of your wider brand. It needs to tell consumers exactly who you are. Here, we go through a few examples of websites with good to less-than-good copywriting. Before we start, let’s clarify –...

Globalisation is a big aspiration in today’s world, which is more connected than we could have ever foreseen. Despite the fact that the grasp of English continues to grow globally, reaching potential clients and end users in their native language can do a lot to improve engagement. While translation might seem a straightforward process, each language has its own idioms and traits. Similarly, many of the English language’s quirks, slang and parlances don’t have any correlation to the language of your target markets. Let’s look at some examples of translations gone so wrong they’re genuinely funny, to help prevent you from making the same mistakes. In a bit of a fizzy tizzy Picture the scene. It’s the 1920s, and a young and energetic American business, riding high from its success following its founding in the 1880s, is looking to capture some of the lucrative Chinese market. (The fascination with doing business in the economic wonderland...

It’s not good to enough these days for copywriters to just sell their product, they have to intrigue, to catch attention, to be memorable and to make their audience smile. And one marketing platform unlike any other, where copywriters have the unique opportunity to do just that, is the tube. Over 1 billion people travel through a London tube station annually, making this market larger than almost any other travel industry in the UK. Knowing that copywriters have a fantastic moment to capture the attention of millions of visitors every day, numerous companies, including Transport for London, have taken the challenge. Their copywriting prowess can be seen on escalator walls, inside trains and on service information boards. Here are a few of our favourite messages that are sure to lift your spirits. Rainbows at Brixton Station A colourful array of rainbows and powerful statements have appeared in Brixton Station this October. They’re by the late artist David...