December 21, 2012Hyper-localisation: The winners and the losers
Google has made big changes to their algorithm, making geographical location far more important in determining your position. It’s not necessarily a good thing, especially if your business is non-geographical. Are the latest changes a benefit, or a hazard?
December 19, 2012NDA not OK:
Are NDAs harming your freelance reputation?
I’ve worked for some of the world’s biggest brands. But shhh, I’m not allowed to tell you. I’m under an NDA. Trouble is, I’ve started realising that money is no substitute for being able to display your work. Signing an NDA can seriously damage your career’s health.
December 13, 2012Freelancers: Knowing when it’s time to fire a client
Sometimes you can try your best to satisfy a client and still fail. Usually the warning signs become apparent long before the relationship breaks down. But what are the warning signs? And how do you plan your exit strategy? Here’s a cautionary tale.
November 22, 2012I’ve been interviewed by All Good Copy
I never planned on becoming a copywriter. It just sort of happened. Five years later, here I am. Find out how it all started, who I’m influenced by, and what advice I’d give to novice copywriters by reading this awesome interview with All Good Copy, here.
November 20, 2012Nobody gives a toss about your brand
Are all brands self-obsessed narcissists? And are all agencies merely sycophantic flatterers telling them what they want to hear? Fact is most people care more about the product. So where does that leave your brand?
November 8, 2012When only the best will do…
Is “good enough” really good enough? What do you do when only the best will do? Revisiting Pareto’s “80/20″ principle, it’s possible to suggest that most of the time things don’t have to be perfect. But sometimes only perfection is adequate. Do you know the difference?
October 22, 2012Zed’s dead, baby…
Think words like “specalize” are an Americanism? Think again. In actual fact, we owe most modern British spelling to that very American invention — Microsoft Word.
October 4, 2012Copywriting for Dummies
Let’s face it, most copywriters are a bunch of bookish nerds. So how do we write about products that require a “mass market’ appeal? Here’s some tips about how to talk to different audiences without talking down to them, as well as finding an appropriate tone of voice.
September 27, 2012Think Like a Copywriter, condensed.
I’ve written a book about learning an effective process and set of best practices that naturally leads to the creation of good copy. But if you’re in a TL;DR frame of mind, here’s the condensed version – five steps to writing better copy.
September 12, 2012Can using the MBTI help you write better copy?
“You are not a beautiful and unique snowflake,” or so said Tyler Durden in famous flick, Fight Club. And if you believe in the MBTI — the Myers Briggs Type Indicator — he’s right. You, and everyone else, is one of sixteen distinct personality types. Understanding them can help you write better copy.