Inkovations: Copywriting

Why The Language Of Brexit Has Framed The Argument From The Start

What’s in a name? A lot when it’s ‘Brexit’.

As the polling stations open this morning for the EU referendum, nobody can predict what the outcome will be. At the time of writing, The Economist was reporting level pegging between...

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Word Up: The Power of Language (With Scripts and Apps)

In this next instalment of our brand language series we’re thrilled to bring you this guest post from Jo Gifford of Killer Content Academy- we know you’ll love her as much as we...

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How To Create Your Own Catchy Headline Library, Plus 21 Bonus Prompts.

Last week I wrote about how easy it is to fall back on the same bland, well-worn phrases that everyone else in your industry uses.

Instead, I recommended that you build a lexicon of interesting words that express your brand personality and help you communicate with a consistent tone-of-voice.

Your

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How To Do Brand Language Like Jamie Oliver

In a tone of voice workshop I ran several years ago, I tasked the group with using the tone of voice of different celebrities. The funniest one by far was the press release written in the personality of Jamie Oliver. He has such a distinctive way with words, everything’s “pukka”, “rockin”, “outrageous” or “new stylee” in Jamie’s world....

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Copywriting is about listening

June Copy Hacks: 5 Stealthy Ways to Get Inside Your Customers' Brains

Last month we explained that the #1 rule of copywriting isn’t about writing at all; it’s listening.

But in this world of websites, text messages and quick comments, it’s not always easy to get quality...

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You can't wait for inspiration to strike, you just need to write

Write Copy Like a Pro, Even When You Feel Like a Zombie

Before I started copywriting, I believed in the myth of the starving artist writer. I thought you had to wait in agony for an idea to peak, like a surfer waiting for a wave on a glassy sea. When that rare crest of inspiration came your way, then you must ride it for dear life, lest it be your last!

Then I became a copywriter. Writing was...

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The #1 Rule of Copywriting: Listening

The #1 Rule of Copywriting (It's Not About Writing At All...)

When you’re struggling to explain what you do or why your product matters with concise, personality-full copy it’s easy to forget one important thing.

You’re not writing about something. You’re writing for someone.

And that someone is not a customer, or a buyer, or a number. That someone is a human being.

A human being...

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The curse of knowledge

The Real Secret to Overcoming the Curse of Knowledge

“Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has “cursed” us. And it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind.”- Chip & Dan Heath, Made to Stick.

As your business grows and evolves, your...

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3 Scripts to Trigger a Tidal Wave of Testimonials

Three Scripts to Trigger a Tidalwave of Testimonials

Whether it’s making your own raw chocolate or watching Orange is The New Black, have you ever noticed how you can enthuse to your family about something until you’re blue in the face but they won’t give it a go until they hear someone else - preferably a stranger - say how amazing it is?

So it goes in the world of business too. What...

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Tiny Grass Dreaming

The Tiny Grass is Dreaming - On Being Lost in Translation

The Interwebs are full of translated signposts gone hilariously wrong:

“TO TAKE NOTICE OF SAFE! THE SLIPPERY ARE VERY CRAFTY”

“BEWARE OF DOGS. SURVIVORS WILL BE PROSECUTED”

“DO NOT DISTURB. TINY GRASS IS DREAMING”

“OUR FOOD IS GUARANTEED NOT TO CAUSE PREGNANCY!”

But it’s...

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