On 6 April 2026 it’s 25 years since I started my freelance copywriting business. I was thinking about the changes I’ve seen since 2001, and summarised the top 25 in this article, drawing out lessons that might be useful to you. Thank you for your support over the years. Please Read more…
“Hello, I’m a blog post. And I’m talking to you, dear reader. Can you hear me?” Blog posts are an example of one-to-many marketing. The content sits on my website, hoping to be found, possibly by hundreds of people. Newsletters are an example of one-to-one marketing. I might have hundreds Read more…
There’s a difference between coaching and mentoring. A coach helps you find the answer from within yourself, while a mentor tells you what you don’t already know. I can do both. I’m a lifelong learner who’s always been fascinated by how the human brain processes words and symbols. When I Read more…
What’s wrong with this article? Answer at the end. Ever wonder what goes into writing persuasive, strategic copy that actually converts? As a copywriter, I don’t just sit down and start typing magical words into existence (though I wish it worked that way). Crafting effective copy takes research, structure, and Read more…
With all copywriting, the call to action is critical. That’s where you tell people what you want them to do. The CTA is often the key difference between copywriting and ordinary writing, and writing them is an art in itself. People are generally obedient. You probably cut along the dotted Read more…
I’ve recently completed a six-month project. To get there, I consulted more than 30 people and benchmarked my ideas against six other organisations. The deliverables included a site review, two brochures, a range of spreadsheet forms, and an 8,000-word report giving the justification for my changes. The next step is a Read more…
“Can you write better than ChatGPT?” That’s the challenge I set a group of speakers, trainers and facilitators when I was in Singapore last weekend. TLDR: Yes, they could. Here’s the script of my presentation (it might not be exactly what I said, but it’s what I intended to say). Read more…
An extract from Bill Bryson’s 1990 book ‘Mother Tongue‘ with added paragraph breaks to make it easier to read online. Names are in the most literal senses big business. With the increasing globalization of commerce, it is becoming harder and harder to find brand names that are both inoffensive and Read more…
Madame Michel, Would you be so kind as, to sign for the packages from the dry cleaner’s this afternoon? I’ll pick them up from your lodge this evening. Scribbled signature I was not prepared for such an underhand attack. I collapse in shock on the nearest chair. I even begin Read more…
Are we connected on LinkedIn? If yes, you’ll see I often post typos and examples of great copy I’ve seen while I’m out and about, in the hope that people will learn something from them and the comments they inspire. My posts usually get a bit of engagement. Read my Read more…