“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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Is your website broken before you even launch it?

How to write for tablets?
Remarkably, I still see people launching brand-new websites that aren't 'mobile first' — ie they aren't optimised for viewing and reading on mobile phones. Depending on which survey you look at, around 60% of all website visits are now done via mobiles. And this percentage is set to increase as sales of traditional PCs, even laptops, continue to fall...

Sometimes a whisper is louder than a scream

Copywriting: why a whisper is louder than a scream
It seems that, in order to be heard above the mindless racket that passes for TV adverting these days, advertisers are becoming more and more hysterical in their approach. The grotesque "You're so Money Supermarket" dancers and the once slightly wittier but now just brash and crass "Go Compare" executions are just two examples of what their creators would no-doubt declare as...

Why Trump’s election underlines the awesome power of The Big Brand

The power of the big brand: Donald Trump
The global airwaves and webwaves are now rammed with commentators and journalists post-rationalising why Trump got in. It's a question of branding. You can't turn on the telly or read a news site without finding some media luvvie telling you how half of Americans felt disenfranchised and ignored, and how, by voting for The Donald, they were making a statement about...

Is grammar really that important?

Is grammar important on web content?
Should you really be that worried about knowing the difference between 'you're' and 'your', 'there and their' (and 'they're'), and 'it's' and 'its'? Aren't these quaint old-fashioned considerations that in the modern, super-fast online world we simply don't need any more? Well that depends, as my friend stated pithily when we were discussing this issue yesterday, whether you want to...

Always remember: people WANT to buy your stuff

People want to buy from you
lYou see so much marketing where it's clear that the manufacturer or business owner (or their agency) are embarrassed about their product. Or at least embarrassed about having to sell it. You see it all the time with what I call 'borrowed interest' advertising. Where the person writing the ads is bored by or ignorant about the product they're meant to...

Changing someone’s mind is the hardest thing in advertising. (And politics.)

Is changing someone's mind the hardest thing in advertising and copywriting?
If there's one thing marketeers should note from the EU referendum campaigns it's this: nobody listens to advertising and promotion. We had massively expensive and media-saturating campaigns by both the Leave and the Remain teams, but did they change a single person's mindset? Maybe one or two, but not many. Time and time again, once the results came in, we saw people...

Why everyone in marketing should watch Gogglebox

goggelbox marketing
I really like Gogglebox. I like it for a number of reasons but, wearing my work hat, I like it for three reasons: Firstly, because it reminds me that – despite every article you read in magazines or on the internet that talk about the Death of TV, the Death of Traditional Media and The Death of The Old Interruption Marketing...

Excuse me, but where might I meet a millennial?

Are millenials important for marketing?
Sigh, as they say in the online forums. In marketing circles, real or virtual, you can't move for people blathering on about millennials about the moment. And how to target millennials. And what millennials want to buy. And what millennials think. (And magazines are full of it, too.) It's like someone has just realised that every product and service in the...

HM Government’s pro-EU leaflet reviewed

How to write and design a political leaflet
HM Government – or the members thereof who support staying in the EU – have spent nine million quid of taxpayers' money on a leaflet designed to convince the populace of the righteousness of their case. What a great opportunity to hire the most persuasive copywriter, speechwriter or journalistic writer out there and create a piece of communication that leaves...

What on earth were Ford thinking of?

What makes a great car ad?
There's a new TV commercial for Ford cars here in the UK. It's flogging their American range, the Mustang and the GT etc. So far, so good. But, quite remarkably, it does this by slagging off the British range. Referencing 'no more Mondeo Man. No more OAP'. Why on earth would you use the launch of a new range as an...