November 5, 2013Price isn’t always important. But value always is.
It’s an old question: do you compete on price or quality? The answer is neither: you compete on value. And a good copywriter can help you. Here’s how.
September 24, 2013Where do all the old copywriters go?
Advertising, marketing, social, agency life… they’re all young person’s games. But where do all the old copywriters go? Do we stop being relevant at 30 (or 40)? Do we go off in search of different challenges? Or do we keep on writing?
August 11, 201310 truths a freelance copywriter can tell you
Kissmetrics.com wants you to think that copywriters are deceitful and duplicitous. Yet their post about “lies” freelance copywriters tell you is duplicitous itself. Get the truth about what a copywriter means when he says “every project is unique” or “your email hit my spam folder”.
People want to be entertained and informed. “Native advertising” does neither. It’s time to look to more traditional campaigns for inspiration.
June 29, 2013What’s the catch?
“Don’t think about the skeleton. Whatever you do, don’t think about the skeleton.” You’re thinking about the skeleton, right? Every time you mention something, you’re drawing a person’s attention to it. So what do you think I start thinking if you tell me “There’s no catch”?
June 4, 2013How to inspire brand loyalty
As somebody who writes this stuff for a living, I consider myself pretty immune to marketing. But today I felt some brand loyalty stirring… what could have caused it? Had I stumbled upon brand loyalty nirvana?
May 16, 2013Why I’ve started talking bollocks
Recently, a friend of mine told me about his new favourite pastime: endorsing people for skills they don’t have on LinkedIn. So I decided to take it one step further and add a skill everyone could endorse me for… I decided to tell everyone I was good at talking bollocks. Here’s why.
May 4, 2013How to “Make it go viral”
“Make it go viral.” The brief that sends a chill down every creative’s spine. Next time you’re asked to make something go viral, explain that there’s only so much you can do. Good content goes viral. But if you’re lumbered with bad content, what can you do?
April 21, 2013Is this the worst ad ever?
An ad doesn’t have to be cringeworthy to be bad, just banal. Ultimately, a good ad should make you desire the product. Here, I take a look at Sony’s latest smartphone campaign — and find it severely lacking.
April 2, 2013Freelance freedom — is it a myth?
People say freelancers have a better life because they get to be their own boss, but they’re wrong — when you’re a freelancer, you have a hundred bosses. What happens when they all want their work done at the same time?