How To Write a Mission Statement that Resonates and Inspires

Writing a compelling mission statement for a business is about far more than just vanity. Mission statements, when written well, set out your stall. They are there to communicate the reason that a business exists. Mission statements should clearly and concisely outline the aims, culture, values and ethics that drive *who* that business is. It … Read more

Direct Mail – Trash or Treasure?

Direct Mail

Direct mail has gained something of a bad reputation over the years, as it’s often perceived as annoying and outdated junk mail. The rapid growth in email marketing as a direct, easily measurable modern alternative, left many of us wondering if direct mail now was a thing of the past? So has direct mail lost … Read more

How to Write Headlines That Sell

How to Write Headlines

In this article, I’ll explain the importance of a strong, compelling headline, and how to write headlines that sell. Whatever medium you are writing headlines for, the primary objective is to attract the reader. Headlines are important. They are your opening pitch, with the ability to attract, repel, or simply go unnoticed. A powerful headline … Read more

Intelligent Redundancy – When Redundant Words Make Copy Powerful

The first rule drilled into our heads when learning proper writing etiquette is avoiding redundant words. However, in the field of copywriting, redundancy can make your copy more powerful. Intelligent Repetition and Redundancy Repetition and redundancy both involve repeating words, but do so in different ways and to different effects. Repetition restates a word or … Read more

Imperative Sentences – Using Commanding Language in Your Copy

The goal of any good piece of copy is to engage the audience and provoke an intended response. Imperative sentences are a useful tool that maximizes the odds of audience response. But what are imperative sentences? And how can you correctly implement them into your copy? Defining Imperative Sentences An imperative sentence conveys instructions or … Read more

How to Write a Fundraising Letter

I’ve worked with many charities over the years ranging from animal protection to child welfare, and sight and hearing loss. Each charity has its fundraising challenges, but all have the same goal – to engage donors with their stories and campaigns and hit their fundraising targets. This is vital to their work as without funding … Read more

Top 10 Copywriting Skills You Need to be Successful

A good copywriter isn’t simply a good writer. The copywriting skills required to truly excel run far beyond eloquence and good grammar.  In this article, I’ll look at the top 10 copywriting; skills, instincts and attributes I think you need to be successful.  What Are Copywriters? What Do They Do? The definition of a copywriter … Read more

Why Good Copy Goes Bad

Copywriting can be a tough gig. When it works – it’s great. All is going well, you’re getting the desired results, confidence is high and all boxes are ticked. Hurrah! Then you submit another piece of work that, for whatever reason, simply doesn’t hit the spot. Is it you? Did you wake up this morning … Read more