Gemma Wright 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Direct mail has gained something of a bad reputation over the years, as it’s often perceived as annoying and outdated junk mail.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
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
The art of crafting great copy requires the writer to draw on many skill sets and have the ability to connect with the reader. PR Copywriting requires the same skills, but there are differences in strategy, approach and content. PR requires holistic thought, carefully crafting communication strategies that work for the business as a whole. … Read more
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
Every week, I find at least one envelope from a bank, nonprofit, or other organization in my mailbox. These letters get one glance before they are tossed in the trash. Your copy will get the same amount of consideration when it ends up on front steps and mailboxes. How can you make sure your copy … Read more
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
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
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
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