Copywriting tips: How to write the perfect travel blog post

For travel companies, a blog can be a powerful way of generating additional interest, driving web traffic and expressing your brand voice. But according to Travel Age West “few [travel firms] are spending much time making regular updates to their website, and fewer still are doing any form of blogging.”

But travel agents and others, “need to reconsider adding blogging to their social media mix, as the numbers demonstrating impact are compelling,” the post goes on to say. “According to HubSpot, companies that blog get 55% more website visitors… more importantly, 57% of all business have acquired a new customer through their company blog.”

These figures demonstrate the impact that a good blog can have, but how does one go about creating an effective blog that will provide the maximum return on investment? A blog is not a single entity, but a collection of blog posts, so the answer lies in consistently creating and publishing perfect travel blog posts. How do you do that? Read on…

What is a perfect travel blog post?

Before we look at what ingredients constitute a perfect blog post, we should identify what exactly we mean by one, more specifically, the effects that it will have. For a company operating in the travel sector, a perfect blog post should:

  • Bring extra traffic to the website
  • Capture interest and promote brand exposure through social media
  • Strengthen brand loyalty
  • Drive additional bookings
  • Reflect positively on your travel brand and boost your credibility

So, how do you go about creating this perfect beast?

Step one: Pick an interesting/useful/inspiring topic

In order to create a travel blog post which stands out above the rest as exceptional, you must first choose a topic which is genuinely interesting. You can get everything else right, but if the topic of your blog is about something dull and tedious, or is blatantly self-serving, it will be doomed to obscurity. It’s fine to have the occasional post about your latest offer or other service, but the majority of your posts should either excite readers or provide them with valuable advice. To give you a few examples of interesting and useful topics, let’s take a look at some of Thompson’s recent blog topics:

Each of these topics connects with people and their holiday dreams, either by giving them inspiration and ideas for the kind of things that they might do while on holiday, or by giving them advice on how to get the most out of their holiday.

To create a blog post that will really resonate with your prospective customers, step inside their shoes for a moment and ask yourself what they’d really like to know, or what might tantalise their wanderlust.

Step two: Get specific

Once you’ve picked a killer topic, you then need to ensure that you include plenty of detailed information in your post that deals with that topic. It’s no good drawing readers in with a hot subject if you then take a wishy-washy approach to it that never really gets to the nub of the matter. People want information they can use, and useful information deals with specifics.

Over on the Thomas Cook blog, many of their posts deal with specific elements of a destination. For example, the post ‘Top 7 Free Things to Do in Gran Canaria’ highlights seven very specific things – ideas that readers can latch onto – such as walking the Masapalomas dunes, climbing up to Roque Nublo, or walking through the Jardin Canario botanical gardens.

By being specific about what visitors can do, rather than being vague and talking about ‘walking on the beach’ or ‘enjoying a drink at the bar’, the travel company makes the ideas more engaging. Why? Because people can better envisage doing these things.

Step three: Structure eloquently

When people read your blog they’re looking to be entertained, but they’re also often seeking information. For instance, if your blog is about Rome, there may be one specific aspect of the city that they’re keen to discover more about. If they can find that information easily then they’re more likely to continue to read the rest of the post, and you can help them do so by structuring your post clearly and logically.

In ‘A Lady in London’s’ ‘Guide to Summer in San Francisco, she adopts a conversational style, but at the same time she uses helpful sub-headers to sign-post the piece for reading ease. These include:

  • ‘Summer Weather in San Francisco’
  • ‘Summer Festivals in San Francisco’
  • ‘Day Trips from San Francisco’
  • ‘Farmer’s Markets in San Francisco’

It’s worth noting that using keyphrases such as these as sub-headers will also help Google and other search engines to determine the relevance of the post to users’ queries, and this in turn may boost inbound traffic numbers.

Use plenty of sub-headers and bullet points as appropriate in your post, to break it up and make it easier to scan. It’s also a good idea to include pictures which can further illustrate your piece and draw attention to specific areas.

Step four: Provide value

The more useful information you can provide, the more effective your blog will be in converting visitors into customers and in garnering social shares. So what kind of information do people mostly seek?

  • Information about the culture of a destination
  • Practical information about getting about, money etc
  • Details of specific landmarks, attractions and activities in a destination/ region
  • Speculative information about types of trips. ie. ‘the world’s top ten dive spots’ or ‘Seven natural wonders to visit before you die’

In boutique hotel experts’ Mr and Mrs Smith’s blog post, ‘Five reasons to visit Malta in summer’, they very methodically provide a great deal of information that readers can actually use to decide upon and plan their trip. The post focuses on five events taking place and provides specific information on each. For example, the entry for the Delicata Wine Festival reads:

“When: 6-9 August
Where: Upper Barrakka Gardens in Valetta
What: You didn’t know they made wine in Malta?… All the more reason to seize the chance for a sampling at this three-night winery-hosted event, enhanced by live music, fine food and a tipsily sophisticated party atmosphere…”

The emphasis here is on useful information which people can use to determine whether A) Malta is a destination for them, and B) what time of year is best to visit.

Provide value to your readers, and you may find that repay you with their custom.

Aim for continuous perfection

After a little experimenting with these guidelines, you should have nailed the art of the travel blog down to a precise formula that can be replicated on a weekly basis. It’s then just a matter of being consistent and keeping fresh ideas flowing. If you begin running short of material, you can always ask your blog readers if there are any specific travel topics or issues that they’d like to know more about.

If you’d like any more advice regarding your travel blog, or you’re looking to outsource your blogging to a professional UK copywriting agency, get in touch with Big Star Copywriting.

 

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5 ways to INSTANTLY improve any written business communication

bottle pixels Whatever sector you’re in and whatever role you play in your company, accurate, effective and compelling written communications are a key factor in success.

It might be a press release, a new product launch presentation, training materials for sales staff, product descriptions or any customer-facing copy – whatever you’re writing, good copy has the power to:

  • Convince your clients that your products or services are right for them
  • Ensure your team or even your whole organisation is on the same page
  • Make the right impression with colleagues or managers

Many people are concerned about whether their written communication skills are good enough, particularly if they’re communicating in English as a second language.

If that’s you, then you may have even thought about enrolling in a course to improve your writing and language skills, or employing an English language writer to work for you.

Both are viable options. Both take time and money.

However, all it takes to dramatically improve your written business communications instantly is a little knowledge and effort.

Here are five ways to start writing like a pro:

1. Adopt the inverted pyramid structure

pyramidIf you’ve ever read a newspaper or a piece of online journalism, you’re already familiar with the inverted pyramid style of writing.

The inverted pyramid refers to the practice of putting the most interesting, important and relevant information at the very start of a piece of writing, following this with other significant details, and leaving less vital background information until later in the piece.

There are several main reasons for using this style. Firstly, it hooks the reader right from the start. It gives them the ‘gist’ of the story before they read on.

Secondly it means that they can exit reading the piece at any point but still get the general message behind it.

Thirdly it makes it easy for editors to simply cut lines or paragraphs out from the end if they need to conserve page space.

So why is this relevant for communicating with customers and colleagues?

According to the web usability expert Jakob Nielsen, “Users often leave web pages in 10-20 seconds, but pages with a clear value proposition can hold people’s attention for much longer.”

The same is true of business emails.

People are bombarded with dozens, even hundreds of emails every day, so get straight to the point. Support the main points with strong evidence as quickly as possible. There’s no time for teasing or suspense.

How to use the pyramid style:

When writing anything, consider the following questions: Who? What? When? Where? Why? How?

  • ‘Frontload’ your content or email by putting everything people need to know into the title headline and the first paragraph.
  • That way, the reader can quickly work out whether they want to read on. If they don’t, then they’ve already got the message you wanted to convey.
  • Use sub-headers to signpost the rest of your content.
  • Elaborate on and give evidence for your main point with statistics and quotes where necessary. Cross-check statistics to make sure they are accurate and up-to-date.
  • Make it easy for the reader to stop reading at any point but still come away with the ‘meat’ of your content.

 

2. Write in plain English

writeJargon is a turn-off. It’s often used in a business environment in an attempt to appear intelligent or to impress by making something simple appear complex.

Unnecessary use of jargon can harm your writing. This is because it can make your content difficult to understand, resulting in a dry and lifeless style that sends the reader to sleep, or to your competitor’s website.

There is a place for jargon of course, particularly when communicating complex concepts to an expert-level audience. Generally though, if it is possible to use a simpler, more common word you should do so.

It’s not just jargon that causes communication problems. Other barriers to easy communication include:

  • Overly long sentences and paragraphs
  • Sentences with lots of clauses
  • Over-use of ‘buzzwords’, acronyms and abbreviations

The antidote to this is to write in ‘plain English.’ That is, English which is easy to understand by anyone on the first reading.

Mark Morris, Head of Clear English at the Department of Health, wrote on the Government Digital Service blog about a survey which found that 80% of people preferred sentences written in plain English when reading a legal document.

He continues, ”The more educated the person, the more specialist their knowledge, the greater their preference for plain English”.

Morris concluded that, “In work, we write so we can do something. If you want your writing to achieve its goal, then do all you can to make life easy for your reader.”

If people don’t understand what you’re saying, they’re unlikely to take the action that you desire.

How to write in Plain English:

Make sure that your writing:

  • Is free of unnecessary jargon and abbreviations
  • Is written in the active voice
  • Is composed of relatively short sentences (20-25 words) and paragraphs
  • Does not use complex words where simpler ones will do
  • Explores only one topic or idea per paragraph
  • Is written with ease of reading in mind

To paraphrase Albert Einstein, “Everything should be made as simple as possible, but no simpler.”

3. Think mobile first

mobile

Today we use our mobile phones or tablets to view online content all the time. Research by Smart Insights shows that 80% of Internet users today use smartphones to search and browse the Internet.

This is changing our relationship towards information.

We want instant answers to small questions, and we’re promiscuous with our information sources.

Online businesses need to evolve their communications in line with this shift towards shorter attention spans and casual access of information while doing other things.

How to write for mobile first:

When writing your content specifically for mobile users, consider how the reader will view it via a mobile phone or tablet screen, and write accordingly.

This means you should:

  • Keep it short – Aim to write roughly half of what you would normally for desktop. Sentences and paragraphs should also be kept short to make it easier to read.
  • Use sub-headers and bullet points – These improve scannability, so people can find the information they want quickly and easily.
  • Get to the point – Because people are accessing your content on the move, it’s even more important that you don’t keep them hanging around. They won’t.

Remember EVERYONE lives in the mobile world ALL THE TIME. We are becoming used to consuming information in that way so even when writing other types of communication, whether it’s a sales presentation, a training manual or a press release, WRITE AS IF YOU WERE VIEWING IT ON A MOBILE DEVICE.

 

4. Use a conversational tone of voice

vioce

When writing for consumers or for a corporate audience, it can be tempting to adopt a very formal, rigid tone of voice to convey the impression of professionalism.

This is particularly true when the author is not a native English speaker. However, writing in an overly serious and business-like style can actually turn people off, as it can appear to be dull, cold and impersonal.

US-based copywriter E.T. Robbins says that, “A conversational style is the most effective form of copywriting… Why is it so effective? Simple. Your reader doesn’t have to struggle to understand the message. This ‘Brain comfort” is important when you consider all the different messages vying for our attention every day.”

When you talk to people in a conversational tone of voice, you sound more like a friend – someone the reader can trust.

How to write in a conversational way

When writing conversationally, simply try to write as you would speak to the person if they were there. There are a number of different techniques that you can use to achieve this, including:

  • Using short sentences
  • Asking rhetorical questions
  • Use contractions liberally
  • Keep your writing simple

Get a picture in your head of whom it is you’re writing for before you start. While you write imagine you’re having a conversation with them.

 

5. Use online tools to optimise your writing

tools

In the four points above we’ve suggested a number of powerful methods for improving your business communications.

This final point however will require very little effort on your part. Once you’ve written your first draft, simply run it through one of these online tools to further optimise it.

How to use writing tools to improve your work:

Hemingway – Ernest Hemingway was renowned for his simple and direct writing style. The app named after him builds on this approach.

Simply feed in your content and Hemingway will highlight words and sentences that are overly complex, too long or use adverbs. It will also give your content a ‘readability’ score, which rates how easy it is to read.

GrammarlyParticularly useful if English isn’t your native language, Grammarly will automatically detect and instantly fix grammatical errors in your writing. Not only will this help to make your individual pieces of writing better; it can help you to learn from the mistakes that you commonly make so that you can eliminate them in future.

Whatever your sector or your role within your organisation, by following these guidelines you can very quickly improve your written communications.

One final thought. Before you start on any piece of writing, ask yourself:

“What’s the story I’m telling here?”

There’s a reason that much of the information we consume is presented in story form, whether a novel, a TV series, newspaper article or a piece of online content.

Human beings love stories.

We want to make sense of the information in front of us, and neatly packaging that information into an easily digestible story is a powerful way to do that.

In all of your business communications, consider what story you’re trying to tell, and how it fits into your wider brand story.

If you need help telling your story, why not drop us a line?

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How to create irresistible fashion copywriting that sells

In a world where consumers have virtually unlimited choice regarding what clothes they buy and where they get them from, to have a successful online fashion retail business  you need to ensure that everything you do is exceptional. Your clothes, exceptional. Your deals, exceptional. But you also need people to know how exceptional your offering is. That means utilising fashion copywriting which is irresistible.

Here we’d like to guide you through some of the fashion copywriting techniques that will help your brand to excel.

Preach to the choir 

Speak to your audience about what’s in their heart” – Jonathan Lister

Not everyone wants to buy your products. They don’t fit. They’re too expensive. They’re not the right style. But that’s fine; you weren’t going to sell them anything anyway.

Rather than trying to appeal to everyone, your fashion copywriting should speak directly to your core customers, using language, attitudes and perspectives that they’re familiar with. To do this you need to A) Know who your audience (your core demographic) is B) understand how to talk to them C) leverage this information in your copywriting.

If for example your main customers are teenage girls, then you should speak in a young, vibrant and fun voice that will resonate with them. Avoid the urge to throw lots of trendy ‘buzzwords’ or teen colloquialisms in there though as this will usually come across as insincere and forced. At the same time, avoid dull or over-elaborated language that will bore them.

Similarly if you’re selling high-end suits for men, adopt a professional and dependable tone of voice that will resonate with that particular audience.

‘Sell the sizzle’

Marketing guru Elmer Wheeler once said that marketers should “sell the sizzle, not the steak”. This principle is highly relevant to fashion copywriting, as people are not necessarily buying your clothes, they’re buying the way that they think your clothes will make them feel about themselves.

Wheeler elaborated on his now famous soundbite more by explaining that, “What we mean by the “sizzle” is the biggest selling point in your proposition – the main reasons why your prospects will want to buy. The sizzling of the steak starts the sale more than the cow ever did, though the cow is, of course, very necessary!”

In the same way, having exceptional clothes to sell is very necessary, but when you’re selling them you need to emphasise the benefits that your product will bestow. Will it make them sexier? More confident? Appear more professional? Provide complete comfort? Last for a particularly long time?

Understand what it is about your products that ‘sizzles’, and make sure that your copywriters are getting this across to your customers.

Brand your copywriting for success

“Your brand is a story unfolding across all customer touch points.” – Jonah Sachs

To ensure that your business experiences continued success rather than small victories with one or two popular products, you need to have a strong and consistent brand.

Branding for success means determining what makes your fashion retail business different from the competition, and telling a positive story that will set it in the best possible light. Within this story should be your unique selling propositions, which highlight what is special about your brand, and provide compelling reasons for people to buy from you.

Once you’ve created a brand blueprint, you need to put in place a system of ensuring that this branding is present and consistent across all of your product descriptions and website copy. The most effective solution is to create brand tone of voice and style document that can be easily distributed to in-house fashion copywriters and copywriting agencies as needed.

Think mobile first

Not so long ago, if someone was looking to buy new clothes they’d make a special trip to the high street, or set aside a portion of time for browsing through a catalogue. Today though, with most people owning a smartphone (and UK ownership levels predicted to reach 43million by 2017), things are far more spontaneous. People are clothes shopping on their lunch hour, on the train, whilst waiting for a bus, or are suddenly taken by the idea of buying a new dress while sitting watching TV.

Even if they’re not actually shopping on their mobile, the way people process information is changing to reflect the emerging mobile paradigm. They consume information in short nuggets and in very short spaces of time, and they’re far less loyal to one particular source. Therefore online businesses need to adapt their web content to be ‘mobile first’. This means:

  • Keeping copy succinct
  • Writing shorter sentences and paragraphs
  • Using sub-headers and bullet points for reading ease
  • Getting straight to the point and focusing on it throughout

Create power images

From novels and movies to television advertising and persuasive articles, imagery has the power to shape our minds and influence our behaviour. If you’ve ever read a good book that left a lasting impression, chances are it’s because the author created some compelling imagery to accompany the story. Could it be that the rolling green hills of Tolkien’s shire, the chaotic claustrophobia of Hunter S Thompson’s Las Vegas and the descriptions of your next product range all share something in common?

To leverage the power of imagery in your fashion copywriting you might try building pictures in your readers of minds of how they’ll look or feel or act when they’re wearing your clothes. For example you might plant the image in their mind of boldly striding through a crowded club or public space, or of enjoying themselves and feeling free at the beach, or taking part in an action sport in complete comfort.

Work out what people want, how your clothes can fulfil this need, and then create an image which will link these two together.

Bait, hook, sell 

As we mentioned earlier, people are increasingly promiscuous with their information sources and where they seek their solutions from. Though you may achieve a healthy loyal following who eagerly anticipate your product launches, many more will have more of a casual flirtation with your brand. Your goal with this latter group should be to very quickly entice them, convince them and then close the sale.

Bait – Alongside attractive images of your clothing products, your product descriptions should also be highly desirable. Use the techniques above to make this so.

Hook – Once you’ve got their attention, you need to hook them on what you have to offer by selling the sizzle as discussed earlier. Emphasise the benefits of your products, and bring in your brand USPs for maximum effect, such as affordability, luxury stylings or even something more practical like fast delivery times.

Sell – You’ve convinced them, but you haven’t made a sale until they’ve checked out. Your aim should be to make this process as quick, intuitive and straight forward as possible. Provide a clear call to action such as “hit ‘buy now’ to purchase this item”. When they take this action this should lead them straight to the checkout page, and everything about this should also be kept as clear and simple as possible.

If you consistently employ these techniques in your fashion copywriting, you should begin to see some great results. If you need any advice on creating irresistible online fashion content, or have a copywriting project you need handled, get in touch with Big Star Copywriting.

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How to make your products look highly desirable – secrets of top online fashion retailers

According to Mintel, there were more than £10billion worth of clothing and footwear sales online in the UK in 2014, accounting for almost a fifth of fashion sales. There’s certainly a sizeable market out there for online fashion e-tailers then, but there is also no shortage of competitors.

If you’re selling clothes and other fashion items online, then having highly stylish products that people actually want to buy should obviously be high on your list of priorities. But to stand out from the rest you also need to do everything you can to make those products appear as desirable as possible in your online store. That starts with having professional images of the clothes in question, but it doesn’t end there. Your textual content is every bit as important as the photographs of your products, and you should take some time to ensure that you’re getting it right. Here we take a look at how two of the UK’s top online fashion retailers are making their clothes appear even more desirable to web consumers.

Asos

product descriptions

According to Silverbean, the information people want most is about pricing and promotions, and features about the product they’re buying…information about sizing, how to care for clothes, and large, clear images (or videos) to demonstrate the cut of fabrics and how they move on a model.

Take a look at a few of Asos’ product descriptions and you’ll see that they understand this. To the left of the page, customers can view a selection of images of the product from a variety of angles, and they even have an option to watch a video of the product modelled on a catwalk. Over on the right meanwhile is displayed a clear and comprehensive range of information, organised into three clickable categories. ‘Product’ displays specific bullet-pointed pertinent information about the product, such as ‘soft touch cotton jersey’ and ‘machine wash’, while ‘Brand’ provides positive information about the brand in question, and ‘Info’ provides highly detailed information regarding the materials that the product is made from and how to look after it.

You’ll see this approach replicated methodically across Asos’ product lines, and the main thing to take away from this is that the online retailer presents all the information that the customer needs, making it easy to access and to understand. If you’ve ever clicked away from a retail site because it was too frustrating trying to find out the information you needed about a product, you’ll know the importance of this.

For your clothes to be desirable, they must appear to be what the customer is looking for, and that means you need to give them all the information they need.

Net-a-Porter

Fashion copywriting

Net-a-Porter take a similar approach to providing necessary information, with neat clickable sections of info positioned to the right of the product images. But they also include a little more prose description, under the heading ‘Editor’s Notes & Details’. For example the site’s description for Gianvito Rossi Patent-leather T-bar pumps reads, “An elegant alternative to your classic pumps, Gianvito Rossi’s T-bar heels have been immaculately crafted in Italy from glossy black patent-leather. Wear yours with office tailoring and evening outfits alike.” The e-tailer cleverly addresses the use directly as if they’re a friend recommending what to wear on a night out, or a knowledgeable personal fashion advisor. This gives the reader the feeling that the product has been curated especially for them.

The take away from this is that you need to know your audience and then develop a consistent tone of voice that will resonate with them, building their trust and engagement with your brand.

Invest in your product descriptions for maximum ROI

These two brands and other top online fashion retailers have climbed to the top by creating a consistent site experience with excellent informative and compelling product descriptions at its core. To replicate their success therefore, you should develop a consistent blueprint for your content that takes the factors discussed into account, and invest in your product copywriting equally consistently.

If you need any help with product copywriting or planning your content, don’t hesitate to get in touch with Big Star Copywriting.

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How to leverage brand voice in short-form fashion content

How to leverage brand voice in short-form fashion content

brand voice

For any fashion brand that wants to stand out from the crowds of copycat e-tailers around on the internet today, it’s essential to create a strong brand voice. This voice should be one which distinctively ‘sounds like’ your company, and which constantly reinforces your unique selling propositions in language that your core audience can relate to.

But a common pitfall for fashion brands online is that they fail to capitalise on this brand voice sufficiently in all online areas. They put all the hard work into creating and honing their brand voice on their actual website, but then they pull back and miss the opportunity to further cement their brand image through all channels available to them. Where should you be using your brand voice? Everywhere.

Make your voice heard

As with real life speaking, your online voice is highly noticeable when you speak at length, for example in your web content, your blogs and product descriptions. But it is no less noticeable when you speak for a very brief time, as is the case with short-form content such as PPC ads and posts on Twitter and Facebook. Just as everyone pays attention to a person who speaks briefly but convincingly and with confidence, web users pay attention to brands that communicate solidly and authentically in a small space amid the constant thrum and chatter of the internet.

Getting your key messages across in your short-form content

Conveying your brand voice in a set number of characters is a far greater challenge than doing so in a 400-word webpage, but any professional and experienced web copywriter should be up to the task. The key thing here is to ensure that you communicate your core messages, your preferred brand style and tone of voice to your copywriters, whether they’re working in-house or are from an outside copywriting agency.

Creating a brand style guide and tone of voice document is the best solution for this, and once created you can easily distribute it to all of your content creators.  By issuing concrete details of things like word choice and stylistic issues, along with actual examples, providing you work with skilled professional copywriters, you should be able to replicate your brand voice consistently across all forms of content, long or short.

The importance of brand voice in PPC ads and social posts

One could argue that it’s even more important to talk in a distinctive brand voice in short-form content. Once people are on your website, you’ve already got their attention to some extent. Out there in the PPC ads such as Google Adwords though, you’re just one small voice alongside not only organic search results but rival paid results too. If people spot a voice they recognise amongst the chaotic clamour, they’re more likely to pay attention to you, and once you’ve got their attention, they’re more likely to click through to your site.

Similarly on social media networks, your posts are just one voice amongst many. It is therefore important that you communicate compellingly and consistently at all times. By crafting such a voice, you may find that people actually look forward to your updates, and that can only be good news.

If you can maintain a steady brand voice across all channels, in long and short-form, you will strengthen your overall online presence, resulting in greater reach and more conversions.

If you’d like to have a friendly chat about short-form web content and brand voice, feel free to get in touch with us at Big Star Copywriting for a friendly chat today.

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How to make your food product descriptions tastier

As an online food retail business, you probably spend a long time either creating your own products to make them as mouth-wateringly delicious as they can be, or assembling the kind of product ranges that culinary dreams are made of. And that’s great, but people can’t taste your products through the screen, and unless they’ve […]

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Five steps towards building a compelling brand story

Whatever sector you’re part of, if you want to be a recognisable and respected part of it, you need to build a solid brand story. If you want a place at the top of your particular food chain and you want conversions by the virtual bucket-load though, you need to make your brand story irresistibly […]

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In-house copywriter or copywriting agency?

If you’re considering taking on a copywriting agency or copywriter, you need to read this first.

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How email copywriting fits into the email marketing lifecycle

How email copywriting fits into the email marketing lifecycle – how good copywriting affects every stage of your email marketing campaign.

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A Recipe for success? – Jamie Oliver’s brand story deconstructed

In the sixteen years since he hit the nation’s TV screens as ‘The Naked Chef’, Jamie Oliver’s empire has grown to encompass 30 TV series, almost twenty cookbooks, five restaurant brands, cookery schools, kitchenware ranges and numerous apps. Worth an estimated £150million globally, Oliver’s stable of brands are respected throughout the world, and the attachment […]

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