With eye tracking tools, new insights into reading processes have been discovered that affect the way we should present written information. Psychologists have now moved from a ‘word shape’ model of word recognition to a ‘letter recognition’ model. Here is a quick overview of some of the relevant models and Read more…
“How can I make my newsletter work harder?” “For a start, don’t call it a newsletter. Not many people sign up for those any more. All our inboxes are far too full.” “What should I call it then?” “I call mine a ‘tipsheet’. You might call yours ‘offers and deals’ or Read more…
20 years ago, when I left corporate life as an in-house copywriter to set up as a freelancer, I decided to trade as ‘Comms Plus’. Comms, I thought, for written and spoken communications. Plus a little extra: results, positivity, a smile, all that good stuff. When I attempted to register Read more…
I believe websites have two audiences: People who’ve already heard of you (let’s call them friends), and people who haven’t (strangers). Each group requires a different marketing approach. And each group wants something different from your website. Attracting friends If you’re an expert, you are likely to get most business from Read more…
Highlights of my recent presentation to Asia Speakers (APSS) including: Paper-tearing exercise, 4-step copywriting formula, 10 mistakes speakers make on their websites, 2 x case studies, Q&A.
On 6 April 2021, I celebrate 20 years as a freelance copywriter. I can’t quite believe it. That’s 240 months. 1,043 weeks. 7,300 days. And an awful lot of words. In this article, you can indulge yourself in reminiscing and understand some recent changes. Looking back When I launched the Read more…
“I’d like to write my own marketing copy but I find it awkward to talk about myself.” “The best way to promote your services is to get someone else to do it for you.” “What do you mean?” “Prospects are more convinced by what other people say about you than Read more…
The headlines scream ‘Boris says you MUST stay at home’. But the streets near me (Beckenham, south London) seem almost as busy as ever. In April 2020, the London Underground was running at just 4-5% capacity. On 4 January 2021, even before most people went back to work after the Read more…
We were enjoying Christmas lunch at my parents’ house when the doorbell rang. An unusual occurrence on Christmas Day. My Dad answered the door, we overheard a muffled conversation, then he scurried to make a phone call before returning to the table to tell us: “There’s a dead body down Read more…
If you were challenged to a duel, you’d be invited to choose your weapon. Fists would fight fists, swords would fight swords, and guns would fight guns. Clearly, a gun would win in a sword fight and a sword would win in a fist fight. Communication channels are similar. Being face Read more…