February 26, 2013“The experience” is essential when advertising luxury brandsAs the creator of Apple's "Think Different" campaign declares Apple's new product-led campaigns are inferior to Samsung's people oriented ones, I ask the question of whether experience should still be the focus of luxury brands.
February 12, 2013Shut up and prosper"When people work with freelancers, they’re not looking for an expert. They’re looking for a friend. Oh sure, they’ll need to see some clients and projects to post-rationalise their choice, but what people really want is a professional scratching post." A guest post by Tom Albrighton of ABC Copywriting.
January 9, 2013Author Rank has a dark side. In fact, it has four.While it’s great that Google has found a way to reward individuals who consistently produce high quality content and are experts in their field, Google’s Author Rank changes are going to make life very difficult for a while. Here’s why:
January 7, 2013Everything you read on Copyblogger is shitEvery industry has a "go to" blog that everybody reads. But if you follow its advice, all you're doing is following everybody else. Break out of the bubble and find your own voice. This post will show you how.
December 21, 2012Hyper-localisation: The winners and the losersGoogle 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:
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.
Are NDAs harming your freelance reputation?
December 13, 2012Freelancers: Knowing when it’s time to fire a clientSometimes 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 CopyI 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 brandAre 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?