Do you know what the opposite of creative, big selling copy is? Clichéd, boring copy. The Web is full of it. You don’t need to Google hard to find “world class technology” that’s only used in Britain. Or “exclusive shops” that anyone can buy from. Or “cost-effective solutions” whose cost-effectiveness is totally unproven.
Today’s post is all about how to write web copy with a regional flavour, without sounding like a twonk. Neil looks at how to include famous people, historic events and local landmarks into your web copy to get your customers to really respond to what you're writing.
Neil looks at a few of Google's recent search engine updates and asks himself how will Panda, Venice and Penguin change my approach to SEO web copywriting? As you’ll see, however, the situation is far from black and white at the moment.
Like it or not, your business needs to be involved in social media. Even if you hate Facebook, Twitter and all the rest, you still need a presence on them for one simple reason: your customers are there. Neil's latest post gives 14 examples of posts that just work!
Now, I'm no Nostradamus. I've got no psychic powers, as far as I'm aware. I'm not even a publicity seeking analyst. Not by trade. But I am a working digital copywriter who keeps his ear to the ground. So why on Earth shouldn't I share my predictions for the most significant copywriting trends of 2012?
Simple, Humble. These two words sum up some of the best marketing campaigns in the world. Neil looks at what techniques some of the world's biggest companies use when creating their successful marketing campaigns.
Short of ideas for your new About page? Well, we all need a bit of web copy inspiration sometimes. Here are six of the best About pages on the Web, each full of creative copywriting and smart design.
Neil uses his own experiences to detail 5 briefing blunders that drive copywriters crazy, looking at each one in turn and giving a possible solution to each blunder.
Search Engine Optimisation is mostly a numbers game. The right combination of keywords, inbound links and HTML coding equals virtual alchemy for web traffic figures.
A cornerstone of good copywriting that I’m sure we’re all aware of is “Sell benefits not features”. But what if we’re writing about a product whose main selling point is a new technological feature?
Neil writes about the struggle 'professional' copywriters face having to compete alongside 'amateur' copywriters who use copywriting as a means to top up their general income and the effect this has on the industry as a whole.
I’m lazier than I used to be. And if you shop online, use a smartphone or browse the web often, you probably are too. In 2011, we all have amazing technology at our fingertips. Yet when that technology goes even slightly wrong, nobody’s happy.
On 1st March 2011 the ASA’s online remit was extended to cover all marketing messages online. This means that their rules about misleading advertising, social responsibility and the protection of children now apply to corporate websites. And when a complaint about misleading web copy is upheld, the ASAcertainly has the clout to take action.
Copywriting is great work. It can be fun and creative. It can pay very well. It can also be a mind-numbing slog on occasion. That’s ok though, because as a freelancer you’ll soon find yourself moving on to something else. So how you can you become a freelance copywriter?
As copywriters, we’re constantly challenged to differentiate from the competition and create a distinct brand voice or personality. This now extends to website microcopy – after all, we should take every opportunity available to promote our brand and charm our customers. Shouldn’t we?