Inkovations: Copywriting strategy

Years and years ago I shared scripts to trigger a “Tidalwave of Testimonials” by asking clients for their valuable feedback.

Seven years on and testimonials are still very much worth their weight in gold. But getting them can be tricky. Our clients are busy; they may not know what to say and put on the spot.

So what can we do to...

When did you last ask someone to buy from you?

It sounds simple, but you’d be surprised how many B2B businesses neglect to do this.

Many people post daily on social media but don’t see the return on investment on their time in terms of sales. Simply because they never ask for the business.

While I’m not a social media...

As a service-based business, your About page is the most important piece of copy you’ll ever write.

One look at your Google Analytics will show you that this is one of the most-visited pages on your website.

That’s because, at the earliest stages of the customer journey, potential clients head straight there to see whether you’re...

Take a look at your website homepage.

Does it really bottle your brilliance?

A simple way to tell is to imagine stripping away your branding, so you’re simply left with your web copy.

Picture your website pared down to just that small amount of text.

Would potential clients still recognise that it was you speaking,...

Unless you’ve been living under a rock, you’ve probably noticed there’s an unlikely craze sweeping the nation, nay the world, at the moment.

Maybe it’s the time of year - January is a time when we all get that urge to usher out the old and start afresh, isn’t it? The temptation to tear it all down and start again can be...

If there’s one tip I can people for differentiating your business, it’s this: don’t focus on your service first.

Focus more on your personal mission up-front, then and only then, talk about what you do.

Your mission or ‘why’ is what people buy.

But the funny thing is, people also buy what you’re not, what you won’t do...

In a world where you’ve got seconds to make a great first impression, potential clients need to ‘get’ what you have to offer – and quickly.

It’s like legendary film producer, Sam Goldwyn, put it;

“If you can’t write your idea for a movie on the back of a business card, you ain’t got a movie.”

And so it is with...

Click play above and have a listen as Jon Darke and I talk about how to differentiate your design agency on the Perspective.fm podcast.

Or, read on for a transcript of our conversation, in which we...

It was over 16 years ago that I cut my copywriting teeth working for the Cabinet Office on the Government’s UK Online campaign. Which included a memorable all-nighter at the infamous Cobra (emergency) press office.

Now we’re coming full circle…

I’m thrilled to announce that Inkspiller has just been accepted on to the...

Confession: I am a terrible proofreader.

I work with a trusted partner wherever possible (Hello, Lynn!) because I find it virtually impossible to proofread my own work.

After having written something over several drafts I literally cannot see the typos. And yes, there are always typos.

In my defence, even Harry Potter and...