Inkovations: Copywriting strategy
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.
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....Read More
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...Read More
We all know that creating useful and engaging content is crucial for our businesses, but it’s so easy to get overwhelmed.
Hands up if you have (approximately) a squillion billion half-formed ideas in your Dropbox or just hanging around in your head? Yep, us too.
So let’s look at some ways of making content creation easier on...Read More
Hello this is Anna, it’s Monthly Content Tips time and I’m writing this after hosting 14 people for dinner last night, feeling exceptionally smug because it only took less than 30 minutes to clear up this morning. 30 minutes! This would have been unheard of 6 months ago.
It turns out that we didn’t need to become tidier people, nor did...Read More
And suddenly we’re at the end of January. While historically it was always a quiet month, for the past few years January has been go, go, GO. Perhaps because marketing plans tend to go out the window in the festive madness? It certainly never seems worth starting anything new in December when everybody is so distracted and trying to finish...Read More
As we enter this shiny brand new year, your motivation to achieve all you’ve dreamed of and finally hit those long-term business goals is probably high (although that might be down to all the green tea you’re drinking on your detox).
I’m going to suggest you capitalise on January’s go-getting energy by creating a year’s worth of content...Read More
“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...Read More
If you want to help more customers, you can’t beat content marketing as a way to start conversations, share your knowledge and generate sales.
An often overlooked benefit however is the way in which your content can help you to narrow in on your zone of genius. By that, I mean that magic place where your worldview and your customer’s...Read More