Author Archive | Jackie

Let’s talk about tone of voice.

tin canJust as every individual has their own personality, so does every brand. Some clients want simple copy written in Plain English. Others are brave enough to express their personality through their words. In one week, I was excited to write very different copy for a fashion-forward hairdresser, a family-friendly coffee supplier and a young, funky housewares retailer.

Clients sometimes ask me to produce a tone-of-voice manual to match their visual brand guidelines. It includes an analysis of their competitors’ language, and suggests a list of words and phrases to use or avoid to express their uniqueness while making them stand out from the rest and appealing to their target audience.

During these conversations, the fun and friendly tone of voice used by Innocent Drinks is often held up as a model.

But has this approach gone too far? Continue Reading →

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Twitter. What’s the point?

ShrugAt the time of writing this article, I’ve published 14.7K tweets (every one a gem, naturally). Wow, that’s a lot of characters. However, there currently seems to be  another rash of p*rn and spam accounts that are diluting the impact.

So why do I bother?

I remember a week one November, when I won three bits of business from Twitter. That was a long time ago. In fact, I can’t remember the last time it happened. These days, it seems to be increasingly full of people tweeting into the void.

So does Twitter still have a place in your digital marketing strategy?

It depends Continue Reading →

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Why writing your own copy is like waxing your own legs

LegsEver had your legs waxed? It’s painful. Hot wax is applied in strips and then ripped off, pulling out your hairs by the roots. Multiply the feeling of removing a sticking plaster by about 100. Very ouchy.

Copywriting can be painful too.

You might think it’s something you can do yourself – but it will probably take longer than you hoped.

Yes, you might know your business better than anyone else – but there is a danger that you’re too close to it. A good copywriter will translate what you want to say into language that your customers will respond to.

When you’re busy running your own business, you need to find uninterrupted time to write. Writing is quicker and easier for a professional copywriter – after all, it’s our job.

Continue Reading →

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Dear Carpetright,

Thank you so much for your quote.
 
The calls to action in your quotation email are many and splendid.
 
Thank you for offering a free home consultation (I’ve already had one).
Thanks for offering free samples (I’ve already had those too).
Also, thanks for offering free inspiration and tips.
Details of your price promise and fitting service are fascinating.
And the message that ‘you’re here for me’ is a delight.
 
However, the one thing I need – just one little thing – is information about how to place my order.
 
#AskForTheSale
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