Usually, I love Easter, because it feels like we’re into Spring proper by then. It’s usually anyone’s guess what the weather will be like and whether it will feel like Easter or Christmas. And of course in 2021 we have another lockdown Easter, although slightly less so than last year. Don’t let that hold you […]
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Fall in love with subheadings (readers and Google will thank you)
Can you imagine if “War and Peace” wasn’t split into chapters? Or your daily newspaper was just one continuous run of text? It sounds preposturous. But when it comes to blog posts and web pages, it’s not unusual to find the headings and subheadings have gone AWOL. Who cares about subheadings anyway? There are two […]
Seven ways to make your content more persuasive
What’s the point of copywriting? I might get asked that a few times a year. Whether we’re talking about copy or content, the point of the good stuff is to persuade people to do something, ideally the thing you want them to do. I loved this quote from Teressa Iazzi, formerly of Fast Company, and […]
Eight simple steps to create your brand’s tone of voice
“Don’t you take that tone with me, young lady.” “I really didn’t like his tone.” “Every time he opens his mouth, he just rubs me up the wrong way” We might think that getting wound up by someone’s tone is just about the way they say something, but it’s often the choice of words they’re […]
What can you steal from an expensive marketing campaign?
For many smaller businesses, we don’t often think about marketing campaigns. We’re a bit more one post to the next, today’s Instagram image but not tomorrow’s. A marketing campaign is just a set of stories and activities that all run off the same idea. The best ones have a consumer truth at the heart of […]