'I always meet my deadlines'. Copywriters sometimes say this when they are promoting their services. But how significant a consideration should this be, when you are choosing a writer? And is there actually any need for a copywriter to use 'I always meet my deadlines' as any kind of selling ... [ More ]
Why this is such a good time to look at your marketing
In a crisis, what’s always first to go? When times are tough and the very survival of a business appears to be at stake, what do people look to cut? All too often, it’s the marketing budget. Marketing of all things! I do find this unbelievable, because there’s not much more important in business ... [ More ]
How to develop a statement of core values
Without a clearly defined set of values, any attempt at entrepreneurialism is pretty futile. But how can a company go about developing a set of values that is a true reflection of its brand? Very few, if any, organisations start out from a blueprint in which its USP and company ... [ More ]
The power of ‘core values’ in a Brexit landscape
Among the frenzied voices of the current Brexit maelstrom it is common to hear MPs referencing British Core Values - whatever they think these might be. These are politicians basing arguments on a nebulous set of priorities which, in their eyes, define the British nation and bind its ... [ More ]
Good copywriting – make your writing disappear
The art of the invisible If someone commented on my work and said, 'That's poor writing', I'd be disappointed. But if someone (beside my client) said, 'That's excellent writing', I'd be likely to be disappointed too. Why? Because my copywriting has nothing to do with me and everything to do ... [ More ]
