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Three tests for good content

Three tests for good content

Anyone struggling with an article or video that doesn’t seem to ‘pop’ might find that it doesn’t tick off these three points.

• Put Bullet Points here

• Put Bullet Points here

Five types of bullet point were outlined by Brian Clark in a blog from 2008. These are examples of where they’re always effective.

What can Google+ do for your SEO efforts?

Social media such as Twitter and Facebook can prove useful in marketing, but the big thing about Google+ at the moment is the impact it has on your Google search rankings.

Simply irresistible

Here’s a subject I’ve covered many times, but I know you all like reminding about the top tips. So take a look at The Three Key Elements of Irresistible Email Subject Lines on Copyblogger. It gives half-a-dozen decent ideas, and as ever, if only one or two stick in your mind next time you’re writing a broadcast email, it’ll have been worth the effort.

And another thing…

Here’s something which I know works well, and I consistently manage to forget to include, especially in my own marketing material. In The Sales Boosting Logic of the P.S. on Copyblogger, we’re reminded that something added to the end of a message often gets more attention than almost anything else. It works in postal mail, in emails, and even on web pages. PS: Bet you read this bit.

Oh, get to the point…

All of us involved in marketing have to do some copywriting. Some of us have to do it all. There are many books and articles on how to improve your writing style, but few people can take in everything they have to say. I find the best way to improve is to read one of these every now and then, to choose one suggestion, and to try to incorporate that into your writing. That’s why I’ll point you towards a good copywriting article every few weeks here. Read it, and… Read More »Oh, get to the point…

Writing copy which lives up to the headline

I’ve discussed how to write killer headlines, titles and subject lines on several occasions in the past. But while getting people to read your article or message is essential, you can throw away the good work if the copy itself doesn’t match up to the quality of the headline which got them there. Copyblogger recently made a good attempt at outlining a step-by-step approach to achieving this in Beyond Headlines: How to Get Your Audience to Read Every Word. Start off with a statement that the reader will agree with;… Read More »Writing copy which lives up to the headline

The only bit they’ve got wrong is the title

Nine out of ten pieces of marketing material I see forget at least one of the basics. Ninety-nine out of a hundred websites do. But it’s boring to be reminded of the basics, isn’t it? Well, Copyblogger has been brave enough to go through them again, and we can all do with a refresher. The only bit they’ve got wrong is the title, because however many years you’ve been in the job, you should still read The Complete Newbie’s Guide to Marketing. And yes, looking at some of the recent… Read More »The only bit they’ve got wrong is the title

How you can write a headline like the professionals

I once worked on a “subs” (subeditors) desk with professionals from the national daily newspapers. It was astonishing how they could skim through an article, dream up a compelling headline, and just by looking at it, specify the type size which would make it fill the available space (this was in the days before computerised typesetting, of course). However, despite the revolution in communications over the past twenty years, so that headlines now need to work on paper, on screen and in email subject lines, I don’t think the principles… Read More »How you can write a headline like the professionals

Talk to your audience at their level

The ever-fascinating Copyblogger discusses the use of language in copywriting in Five Ways to Persuade Like a Silver-Tongued Trial Lawyer. After I supported the consensus the other day that most press releases are rubbish, this is a nice companion piece. Copyblogger says that lawyers have to understand how to make their language accessible to the “man on the street” when addressing juries. But although this is an astute observation, the lesson for us all is to write with the end-user in mind. That may mean making our writing more technical… Read More »Talk to your audience at their level

Do you get your message over quickly enough?

Even if you’re writing about something people are genuinely interested in, such as the Champions League Final, or Star Trek, or cute pets, you’ve only got a few lines to grab their attention and persuade them to keep reading. If you’re writing about pressure transducers, or LEDs, or spectrophotometers, they’re probably bored before they start, only reading about this stuff because they have to. You’re going to have to work even harder to get them enthusiastic about what you have to say. And yet nine out of ten* product pages… Read More »Do you get your message over quickly enough?

Why you need to learn to be a copywriter

If you’d been doing the job you’re now doing thirty years ago, you’d have had a secretary to type stuff up for you, but over the years – in the dubious name of efficiency – it’s been decided that it’d be better if you’re made to type your own stuff up, slowly, and the company can save the cost of the secretary. You’re expected to have those skills, even if you almost certainly haven’t been trained in them. Similarly, more and more marketing people are doing their own copywriting, when… Read More »Why you need to learn to be a copywriter

Three reasons why you should begin with the subject line

How many of us write an article, or a sales email, and only write the headline, or the subject line, at the very end? (Glances around audience) Yep, thought as much – that’ll be quite a lot of us. Although it goes against some of what I learned on my journalism training many years ago, I now firmly believe that every article or sales letter we write should start with the headline. Here’s why. Firstly, there’s a reason we’re writing the piece. If we know what that reason is, we… Read More »Three reasons why you should begin with the subject line