“Simon recently reworked our website copy ... it resulted in an impressive improvement in both enquiries and sales for our business” says Robin James, MD of Planet Numbers Ltd.
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You can’t write copy by committee

Doubtless you've heard the expression, 'why buy a dog and bark yourself'? Well there's a dangerous trend sweeping in from digital land that means people are buying dogs and barking, licking, howling and probably biting the postman's leg themselves, rather than letting Fido do it. It's called collaboration. And whilst it's a marvellous thing in certain circumstances to get the input...

A revolutionary new way to look at copy

Revolutionary copy writing technique
Why is some copy so ineffective at getting customers to do whatever it is you want them to do? Whether it’s clicking through to your website, clicking through to another page or even placing an order? I have a brand-new theory. Or, rather, a brand-new technique. One that will make your copy considerably more effective. I think it's actually fairly...

What does a freelance copywriter actually do?

If you’re thinking that your business might need to call in a professional wordsmith, are you sure you can answer the key question: what does a professional freelance copywriter actually do for you? Or perhaps, to put it a slightly different way: what can a freelance copywriter do that you can’t do yourself? (And by the way, there are loads of...

How to write a headline (2): what’s the benefit to your reader?

This is the second article giving you some easy-to-use tips and techniques about how to write a headline. These work for websites, blogs, press ads, you name it. Remember, without a strong headline, nobody’s going to read your body copy. So if your headline’s not working as powerfully as it can, the rest of your writing is wasted. And by the...

How to write a headline (1): where’s your customer’s pain?

How to write headline: pain
If your copy or website content hasn't got a great headline — one that entices even the most casual reader or browser to dive in further — it doesn't matter how sensationally persuasive the rest of your copy is. So if you don't know the secrets of how to write a headline, you're in danger of killing off the...

The secret transaction behind all successful marketing

All marketing is a transaction says copywriter Simon Plent
For me, there’s one thing that separates the serious players in marketing and marketing comms from the amateurs, would-be’s and downright bullshit merchants who stalk the halls of our industry. It’s an understanding (implicit or overt) that all forms of successful marketing communications are fundamentally based on a transaction. But I’m not talking about a financial transaction (although we often like...

Planet Numbers | Turning bland web content into powerful selling copy

Planet Numbers case study girl
Here's a really clear example of how poor web copy can seriously undermine your website, robbing you of customers and enquiries. Planet Numbers is one of Britain's leading supplier of super-memorable business phone numbers like 0800s; most sold direct from their website. And, I'm proud to say, a client I've been associated with for many years. Their website refresh last Autumn...

PPS Mutual | Building a financial brand from scratch

PPS brand development
PPS is a big insurance brand in South Africa. It's what's called a 'mutual' which means that policyholders own a slice of the company and, in due course, get paid dividends. The dividends can even offset the premiums if you're with them long enough. More unusually, it only provides policies for professionals like doctors, lawyers, surveyors and so on. PPS...

LHS | Law firm website driven by UX needs

Legal website brand development and content
LHS is a large firm of solicitors, based mostly in Manchester, UK. They asked digital agency Space01 to build them a new 'brand' look and feel including a brand-new website that encapsulated their desire to offer customers a cost-effective online legal advice service, to run alongside its more traditional offering. Space01 asked me to get involved right at the...

Beware of false internet gurus!

Website and digital content scams
There's a whole online industry of self-proclaimed gurus and experts that's entirely dedicated to telling online marketers how to become millionaires by marketing themselves online. They offer courses, seminars & webinars, Skype consultations, books, DVDs — you name it — telling you their fool-proof, tried-and-tested, success-guaranteeing methods to sell. Which is all well and good. The problem is that the majority...