Writing property listings may seem easy. After all, they’re short, and if you have a decent photo what else do you need to bring buyers to the door? Well, the answer is a lot, actually.
So here’s how to write a better performing property listing.
Our guide to the 7 books that promise to make you a better business writer.
Writing well is more important than ever. Now almost everyone writes for work – from emails to research papers, presentations, memos, letters, social media posts and more. And yet, few of us are trained in how to write well.
So if you’d like a crash course in the fundamentals of good writing, here are seven books guaranteed to help you improve. Continue reading “7 books that will make you a better writer” »
There’s a mass of content marketing out there, much of it mediocre. So how do you get your content to rise above the crowd so that it speaks to your audience? By making sure you always include the 6 characteristics of good content marketing.
Whether you’re writing a corporate document, a website, an advertisement or a novel, the writing process is always the same… So what’s this secret formula that will help you write anything?
Alarm bells should ring when you ask someone how they’re going with a document and they tell you they’re half way through it because they’ve written, say, 500 of a thousand words. Chances are unless they’re some kind of writing genius – if such a thing exists – their work will be flawed.
Continue reading “How to write anything” »
It can be tempting to think of content marketing as something new. But it’s not. In fact, probably the greatest piece of content marketing ever was launched almost 120 years ago…
I’m talking about the Michelin Guide, a guide book that started out as a French tyre manufacturer’s attempt to drum up business and ended up becoming the definitive guide to the world’s most fashionable restaurants and hotels…
So what lessons can we learn from the Michelin Guide’s success? Continue reading “The greatest piece of content marketing ever” »
Read our simple guide on how to write well for online.
People often ask us what they should think about when writing for the web. And we tell them that to some extent good writing is good writing: it doesn’t matter whether it’s a website, a printed brochure or even a novel.
But there are some important things to bear in mind when writing for a website that make it a little different to any other medium.
Here are 5 things we think you need to think about every time your writing will be read online. Continue reading “5 tips when writing for the web” »
If you’re thinking of scrimping on the cost of good copywriting, we give you 5 good reasons to reconsider.
Lately I’ve seen a few examples of organisations – including big ones – rolling up their sleeves and having a go at writing their own advertising or content, without using a specialist copywriter.
I know what they’re thinking. Everyone uses words, right? So how hard can it be? Interestingly fewer people seem inclined to view themselves as designers (perhaps the software puts them off).
Well, the results I saw spoke for themselves…. And that wasn’t a good thing.
It’s true that we all need to write but no matter how good you are at something, nothing beats doing it for a living. A big part of why you’d bother hiring a professional copywriter is simply that they do it every day. But what a exactly does a professional copywriter bring to a business’s content and advertising, beyond simply knowing how to write? Continue reading “5 ways a good copywriter will help your business” »
We think copywriters could teach lawyers a thing or two when it comes to communicating effectively…
Lawyers are professional writers. In fact, the average solicitor probably produces more words each day than any journalist, copywriter or novelist. But, while other professional writers are drilled in techniques to communicate their ideas simply and effectively, lawyers aren’t. (Well, at least not always). Instead, they can end up alienating clients by sounding like, well, lawyers.
That’s why we’ve come up with this list of five simple tricks from the world of advertising copywriting which we think every lawyer should know. Continue reading “5 things lawyers can learn from copywriters” »