copywriting

Writing Technical Copy with Credibility

2012-01-26T15:50:00.004Z

What technical retailers value above all else in marketing copy is credibility. Waffly copy without substance is fine for non-technical customers, but the goal-driven, pursuit-following technically minded will expect sound knowledge. And the more often buyers visit a site, the more technically clued up they become. It’s all out there, how are you going to present it to consumers to make them want to purchase, and convince them to buy from you?

Writing for techies involves providing the information they're seeking in bite-size format. You need to filter information for the key features that will help customers select and drive those important sales. Benefits, to a certain extent, take second place to the main characteristics.

Think in terms of marketing property. Most house-buyers want to know things like the number of bedrooms, location, whether there's a garden etc. A breakfast bar or hot-tub may well be lifestyle benefits but are more bonus features than essentials.

The savvy techy customer wants to read a genuine representation of the product, presented with integrity, or you will lose credibility. That doesn't mean you have to be negative with something you see as an inferior product. Every product has something positive about it, with which you can lead in to your review.

It can be hard finding the balance in writing for true techies and the less clued-up customer, who may need a little hand-holding. You may need to include a jargon-busting hyperlink for those who need it, without putting off the true techie with too much basic detail in your copy.

For both types of customers, a winning format is to lead in with a concise nut-shell description, then a run-down of the product's main USPs in clear feature-benefit format, which should help your copy to remain concise.

For most technical products, there will be a lot of facts and figures to support the undoubted benefits. Although you may have covered some of them in the main text, a table or bullet points to summarise provides easily digestible information to the prospective customer and can act as a powerful call to action in its own right.

What are your top tips for writing technical copy and establishing yourself as a trustworthy authority?

Our very own Bear Grylls, Danny Kendall is an excellent technical copywriter, with a sound grasp of SEO and a passion for outdoor pursuits. Mostly he's out there climbing, cycling, mountain biking or having operations to put right all the bits his action man lifestyle have put wrong. And very occasionally he can be found creating content for some of the UK's biggest outdoor retailers. If you need the technical mustard cutting, he's your man.

Vanessa Knox - A Fashion Style Icon

2011-03-28T17:33:00.004+01:00

Every now and then one of our clients undertakes an exciting new venture and completely blows us away. Not only is Vanessa Knox a truly incredible talent in the world of fashion (I loved working with her at Isabella Oliver) but she’s amazingly wonderful with it. A true inspiration and so I was thrilled when she asked me to write for her exciting label, just launched for Spring 2011.

Being a woman in this age means being so many different things. A million things to as many people with hundreds of hats to wear and a thousand looks to carry off. Vanessa Knox has created a stunning new label to tick every box and cover every angle. From iconic Macs, luxurious floaty tunic tops, sleek trousers, tanks and slouchy jersey, her style is inimitable, luxurious, sensuous and uber stylish.

Vanessa co founded Isabella Oliver when she was pregnant with her first child. This is her first Maternity and Ready to Wear Collection under her own name. She’s a working mum just like so many of us and understands that women need a wardrobe that works from the boardroom to school run pick up.

Her new collections are designed for women who want their wardrobe to multi task in as many ways as they do. A look that’s just perfect before, during and after children plus all that’s in between - you know, life! So why not spend it in comfort and style with inspiring prints and catwalk worthy designs. Her RTW collection has so many gorgeous pieces, we just want them all.

Vanessa has enjoyed quite a celebrity following in the past and we predict you’ll be seeing the A-list sporting VK style icons in from London to her native New York very soon.

3D Graphics & CGI for Online Content Marketing

2010-10-12T11:09:00.003+01:00

Creative Content for your Blog or Website
By Ashley Taylor

I’ve been creating commercial 3D graphics for about 10 years now. I started out just as Woody and Buzz Lightyear burst on the scene with the first Toy Story.

photo realistic product images in 3D

And things have changed. A lot. Back in the mid 90s it would take me days to render a still image that looked pretty plastic. Now it takes a few hours to create something you could easily mistake for a photograph.

And it’s given creative people so much freedom. Not just the Hollywood directors, but the marketing people too.

Want to see a car transform into an ice skating robot? No problem. How about one celebrity’s head talking on top of another’s body?

And then there’s the 3D you don’t know about. Health and beauty creatives, I’m looking at you.

But that’s the big brands with the big budgets, isn’t it? What about 3D graphics for the rest of us?

Well, that’s my territory. 3D graphics can and is being used by smart marketers and graphic designers, without the Hollywood price tag.

So let me show you where 3D rocks. Where it knocks traditional photography and illustration into a tin hat.

Bring Products to Life

studio photography, or 3D?

Everyone loves those pristine studio shots of their products floating in white space. Nowadays, a whole lot of them are not photos but 3D graphics. Why? A 3D artist like me can create photo-realistic product images for the same kind of price as studio photography. And with 3D, if you want to change a few dimensions, add a new label, alter the lighting, the angle, go from pink to lilac, you don’t have to pay for a whole new photo shoot. For me, it’s simple tweak and re-render. And once I’ve created a product in 3D it’s very easy to animate it as eye-catching web content on your own site or social media sites like You Tube. And you don't get any reflections of the camera in your shiny surfaces.

Buildings for Print or Online Brochures

Architectural visualisation – or arch-viz as we 3D geeks like to call it – includes creating 3D buildings before they are built, or re-creating buildings that have been lost or ruined.

It’s perhaps 3Ds most traditional application, but it’s also an amazing area in the future.

Arch-viz 3D is very handy when you need glossy brochures for a prestigious housing development, but the ‘houses’ are in reality a muddy field. But it’s not just stills. I’ve also done animations of house extensions for clients to help them get planning permission.

And then there’s the cut-away diagram and the exploded diagram, showing what’s going on under the roof or under the ground – literally.

3D arch viz created to sell houses not yet built

3D can also come into its own with exhibition space, tried and tested with a 3D walkthrough. If you’re the agency pitching to win the work, or you’re on the board deciding what design to spend your funding on, a walkthrough animation really helps test an idea before you lift a hammer.

But my favourite arch-viz is the historical stuff. Turning a ruined abbey back into a living building.

To create a detailed Cistercian abbey in 3D, have children download it as an app on an iPad which detects their exact location, then watch them walking round the site holding up the iPad as a moving window to the past. Now that’s a commission I want!

Reveal Your Brand’s Hidden Processes

3D process animations for web and exhibitions

A lot of marketing effort goes into explaining a process. The trouble is, processes can be complex and hidden. They can happen inside machines, in toxic environments, at molecular levels, at global levels. A camera cannot capture these things, but 3D can. My animations can pass through metal, zoom in or out at speed, slow things down or speed them up. It’s really the best way to ensure your customer ‘gets’ a concept – and “getting” it is 95% of the way towards “wanting” it.

But it’s not just sales. There’s also education. A recent fire safety animation of mine highlighted the key fire hazards in the home; this is not shifting product but saving lives.

We’ve all seen the obviously fake room set alight with the locked-off camera recording events. With a 3D animation the viewer is not tucked in a distant corner. They can be taken right to the heart of the fire and come away thinking about their home and how to make it safer.

Explanations for You Tube and Squidoo Lens

Text and still images are notoriously poor at explaining how to do things. Just try explaining how to tie a bow with only words! Video is better, but 3D graphics can give insights that are just not possible with a camera.

Have a look at this animation I did that explains how to install an edge protection system on a building site. Not only does it explain how the product works, it also gets across its USP – speed – in a sexy and convincing way.

So that’s my take the main marketing challenges where 3D graphics are the tool to use.

Did anything surprise you? Did I miss anything? Please leave a comment. It would be great to know what you think.

To watch Ashley’s latest 3D graphic work, click this link to see his 3D graphics at Push Creativity's website.

A Passion for Podcasting

2010-10-05T14:54:00.004+01:00

by Katie Anderson

Ever since I could talk, I loved an audience. I didn’t speak for a rather long time when I was small but once I started there was no stopping me.

I used to host radio shows from my bedroom with a tape recorder and BT telephone and invite listeners to participate in my programmes. I don’t remember much about this now of course but some old school friends I was recently reunited with on Facebook reminded me how coming to my house to play after school inevitably involved an appearance on my radio show before tea.

I love narration and am fascinated by the use of storytelling in history as a means of sharing and teaching the next generation. Just as you or I will remember priceless information about things we have learned aurally since we were young, there’s a place in business for this too. What better way of spreading the word and sharing information? A professional podcast is a fantastic way of engaging your customers and putting yourself out there in the big pool of podcasters on the web. It’s only natural we should teach in this way after all. Think about it, it’s the way we’ve always learned about new things; from listening to Granny showing you how to make a most fabulous apple pie, reading aloud at bedtime or tuning in to your favourite radio show. The key is finding a performance that holds your attention long enough to teach you about things, people, culture and places we have yet to understand in our everyday lives. Our attention span isn’t long either, a good broadcaster has only a few seconds before their listener starts fiddling with the dial.

The fantastic thing about modern broadcasting is that you don’t have to have a job within a large broadcasting corporation to write, produce and air your programmes. Podcasting is fast becoming a respected means of broadcasting factual and fictional information by drawing in listeners over the web from a far wider reach than a local radio station can. In fact, businesses are using podcasting to bring customers to their websites for an entertaining experience, offering them more than just shopping. Think about all the added benefits of SEO content a podcast can bring to your website. It is a great way to show off your expertise, specialist skills, interact and keep clients coming back time and time again. Make your business an interesting place to be and watch and see how your relationship with your customer grows. From a journalistic point of view it’s a much more challenging way of shouting about what you do than churning out press releases and adds fun and value to your ever growing business.

So, in essence, think of podcasting like a game of tag. Social media like facebook and twitter give us an instant online presence and you can even track your followers and statistics on the number of people driven back to your homepage. Take blogs, where like here , you can read and learn about what a business or organisation is planning or doing right now, or a podcast that you can listen to again and again and the possibilities are endless. With a podcast you can instantly stream your broadcast via specialist websites to reach potential new clients all over the world.

From complicated marketing campaigns, charts, spreadsheets and pointless information overload, we’ve come full circle and are using aural communication like never before to get our message across. Marketing your business today is about humanising what you do, making yourself accessible and speaking in plain English. As is true in everyday life, the simplest way to spread the word is by telling someone face to face, or ear to ear as it were, about what you know and inviting them to listen and pass the information on.

Hold the Front Page!

2010-10-04T15:39:00.006+01:00

Creating newsletters that get your brand noticed
by Jill Tomlinson

News is wall to wall. 24/7. Non-stop. When you’re trying to connect with customers, it’s not easy to make your voice heard above the din. No wonder the humble newsletter has stepped forward as one of the most powerful marketing opportunities for brand builders.

Online or offline, the newsletter is an astonishingly valuable marketing tool. Unlike many other promotional formats, it speaks for itself as well as supporting your brand’s core mission. It brings the weight of editorial-style credibility.

Subscribers are pure gold

Opt-in lists double this power. Subscribers are pure gold for marketers. They tell you in positive terms they want to join your inner circle and find out more about your brand. They want to know about you regularly. If you do the right thing by these valuable people and reward them with brilliant content, they’ll reward you with strong, profitable connections over the long term.

Be anything but dull

Given the benefits, why on earth are so many newsletters dull, long-winded and self-promoting? Get your content right and you’ll stand head and shoulders above this kind of lazy mediocrity. Give your readers what they want and deserve: fresh, relevant content that informs, excites and interests.

DO make your newsletter:

• newsy
• exciting
• informative
• helpful
• funny
• involving
• full of real people, stories and opinions

DON’T make your newsletter:

• selly
• dull
• corporate
• long-winded
• self-congratulatory

Keep it fresh

Genuinely interesting content does much more than promote short-term sales. It builds loyalty, forms brand advocates, creates inclusion and encourages feedback. As your brand expresses its personality, so readers deepen their emotional connection with it. They enjoy the sense of participation that comes from being part of this exclusive group.

Online newletters:

• drive traffic to landing pages and web pages
• are economical to create and distribute
• bring feedback
• provide useful analytics

Online, the benefits of plentiful new content are vast. E newsletters give linking opportunities that drive traffic to landing pages and web pages. They also boost your brand’s SEO efforts by supplying the generous new content search engines love.

Observing online content rules is vital to ensure the best results. Keep e-news copy concise. It’s tiring to read a lot of words on-screen so keep it quick and scannable. Encourage opens with irresistible email headers and tempt readers to linger with content that’s fresh, lively and easy to digest.

Offline newsletters:

• are easy to read (people like paper!)
• look and feel great
• have ‘hang around’ value with longer life
• are read by other people as well as subscribers

Offline, the newsletter gives a little more scope in terms of time and space.
Draw people in with real life tales, people and places, useful advice, ‘how to’ lists, top tips and insider details that take the reader behind the scenes of your brand.

Give your newsletter the time and attention it deserves and so will your readers. Who could resist?

Who's afraid of big, bad article marketing?

2010-09-29T17:12:00.006+01:00

By Lesley Tither

Years ago, I used to be a journalist. Feel free to boo and hiss. I did the pre-entry college training, worked as an apprentice with a newspaper group in Greater Manchester and have a certificate to wave to prove it all.

For a while I flirted with other roles. Then as the new millennium dawned with a flurry of fireworks, it was time to take up the mighty pen once more to earn a crust as a freelance copywrter.

Except that in the intervening years, quite a few things had changed. I'd thought I was pretty up to the mark being able to bash an electric typewriter at top speed. Suddenly it was all computers, and I'd never even switched one on. And there was this new phenomenon – electronic mail. I felt a bit like Catweazle, being suddenly catapulted into the future.

It seemed that every day brought now challenges. Learning curve? It sometimes felt like trying to cycle up Everest with a flat tyre. Luckily I had good friends, and colleagues who became great friends, who held my hand, calmed me down, and translated my computer's hissy fits into manageable setbacks for me.

Never dull, always exciting, usually pressurised, I found the work fascinating. One day I might be writing about nature and the environment, my main interests. Another day I would be flirting with fashion, only glad clients couldn't see my normal grunge army attire as I wrote about their glamorous glad-rags.

A year or so ago Sarah asked me to do some Article Marketing for her. I nonchalantly agreed, and once I'd scoured Google to find out what the Dickens it was, I made an uplifting discovery. I already knew exactly how to do it. It's just another name for journalism. Just another way of saying write a piece that reads well and informs the reader without preaching or talking down to them.

Getting the keywords right

There are a couple of 21st century extras to bear in mind. Like keywords. Everyone writing online content these days knows what they are, and knows all the tools to help you pick the best. But the trick is not to come up with keywords you'd search on yourself to find your article.

You have to put yourself into the shoes of Joe Public, or, if you've ever studied law, the man on the Clapham omnibus. And the words they'll pick may often be much simpler and more basic than you might think.

The rest of it is just a carbon copy of what we were taught at college by a bearded lecturer whom we nick-named Captain Bird's Eye. Pick an intro or teaser that will grab the reader's attention immediately. Lead into an article that delivers on the promise. Finish with something that will stick in their mind, amusing, poignant, pithy, according to the article.

Always check your speling

Keep sentences short for easy reading. Don't rely on a spell checker to correct your mistakes and make sure the grammar's correct. Don't try to be clever, and certainly don't be patronising.

Pick a headline that's concise and goes with the article. If you promise Ten Top Tips, give them ten, not nine. Read the rules of the site you're submitting to carefully, to see if they want, for example, two spaces after a full stop, unusual for those used to writing advertising copy.

Don't feel compelled to write to the upper word count limit. If you've said all you have to say in 300 words, it's pointless and will irritate the reader if you're determined to stretch your word count into four figures.

Remember that it's a lot more subtle than direct mail. You can't hammer your reader on the head with “buy now – stocks are limited” messages. You have to woo them softly and make them want to click on those tantalising links at the end of your honeyed words.

So there you have it. The mysteries of Article Marketing unravelled. It's just good old fashioned, but never out of fashion, journalism.

Now you too can become an Expert Author like I am – apparently!

A special place where plans start to take shape

2010-05-13T22:56:00.002+01:00

Many sleepless nights later and at last we have the go ahead for our exciting new eco project. The planners have agreed on the development of Jim’s Yard; an eco gallery, new office space for my copywriting business, HQ for Lincolnshire Tree Services and brand new eco luxe accommodation for two.

The plan is to replace derelict outbuildings on the existing site to use the space sympathetically to its full potential and show off the natural beauty of the native hardwood timber we fell and recycle. As well as housing Jim's commercial tree surgery business, a wood workshop is planned as retail space for hand turned wood products using local felled timber. Visitors will be able to try out Lincolnshire specialities in the tea room next door using locally sourced ingredients, visit a creative gallery space, doubling as a multi-use hub for art and crafts courses and exhibitions. All this under the Wold’s brilliant stars away from the light pollution of the cities; to a cleaner way of life where you can still see the sky and bluebells adorn our forests and pathways.

It promises to be a total sensation, a niche in our region’s offerings as our businesses diversify and move with the responsibility of living in modern times. We’ve taken our deep rooted belief in all things eco to create this exciting new project in as sustainable way as possible. A biomass boiler and harvested rainwater will ensure we have only a positive impact on the environment. Over the last 7 years we've been working out ideas for this natural progression, as well as salvaging everything we possibly can from bricks to old doors and local stone. Jim has started charcoal making with coppiced timber. And overall is making good but slow progress. For me, 17 years into a successful career of copywriting for national and international clients, it's a great way to put something back into the county. I relish the opportunity to turn my marketing talents and experience to something sustainable, symbiotic and tangible and help a few other local businesses along the way. The plan is to showcase all manner of Lincolnshire talent, revive traditional skills and help sustain a rural economy in a positive and rewarding way. We aim to create a unique place to visit and a heavenly place to stay.

It's early days but watch this space...

Johnny's Take on Technical Copywriting

2010-02-18T00:57:00.000Z

Some years ago Springer Publishing approached me and asked if I’d be interested in doing some technical copywriting for their website. I was excited at the prospect of working for such a large publisher and as a trial-run they gave me some marketing material for a publication about toeplitz operators.

Now, if you look up toeplitz operators in Wikipedia (as I’ve just done) you’ll be reliably informed that, ‘In operator theory, a Toeplitz Operator is the compression of a multiplication operator on the circle to the Hardy space’.

I got on the phone to my man in Berlin.

‘Franz’, I said, ‘I don’t think I can do this. I’ve never heard of a toeplitz operator. I think it’s some kind of mathematical equation but maths has never been my strong point - it took me two attempts to pass my ‘O’ level.’

Franz sensed the panic in my voice and assured me that I didn’t have to understand toeplitz operators or know anything about them.

‘All the technical information is correct’, he said. ‘It’s been checked and double checked, and anyone who reads beyond the title will know what these things are.’

It was clear that Franz had also never heard of these mysterious equations. He advised me only to get the grammar right, make the material flow, and ensure this particular publication on toeplitz operators stood out from all the others. Surprised that there could be more than one book on the toeplitz operator shelf, I set about writing some trade copy, consumer copy, and I picked out a few obvious USPs.

I breathed a huge sigh of relief when Franz said it was ok, and four years on I’m still writing for Springer.

The format has since changed. I get sent the same kind of material, often written by the book’s author and frequently translated from another language, but now I must condense the essence of the book into 260 characters with spaces. Any longer than this and the copy won’t fit in Springer’s database, much less than 260 and it looks a bit thin.

Working for Springer has my spell-check in overdrive. Each title is bit like a puzzle and I spend a lot of time Googling words to check they exist. My mantra is ‘Keep it simple’, keep the English plain and let the science do the talking. Don’t be scared by technical detail and don’t give up because you don’t understand. My father worked for NASA and like he used to say, ‘A problem’s like a circle. You can go round it and you’ll get there but you gotta go through it to solve it.’

Writing about things immersed in technical detail can be daunting, but I can usually tell when I’ve cracked it. Perhaps it’s a bit sad, but when I succeed in making sense of something horribly complex and I hit the word count and it comes up 260 - I still get a buzz.

Top tips for technical copywriting

1. Keep it simple
2. Let the science do the talking
3. Make it fit
4. Go through the circle
5. Enjoy

Loungewear, a lovely way to laze

2010-02-06T00:48:00.000Z

My busy working weekdays roll from one to the next so the idea of luxurious loungewear really appeals to me. Even the words send me spinning into the dream of downtime in relaxed clothing, scented candles and homespun throws a million miles away from my workday attire. Lazeme designs use only the softest, sensuous fabrics in their clothing and home ware collection. Slip into a silk tunic or kaftan, pretty camisole or light weight cotton knit wrap at the end of a hectic day. For me it sounds heavenly and Lazeme has an irresistible collection including sleepwear, beachwear and plenty of other ideas for lazy living.

Everyone loves a bit of downtime so why not look fabulous while you’re doing it?

This Twitter Thing

2009-05-04T22:05:00.002+01:00

I signed up to this Twitter thing a few months ago with an ‘oh all right then’ attitude, expecting to come away with a ‘who cares?’ conclusion. A few months later I’m dipping in the Twitter stream daily.

So here it is, my love letter to Twitter. The things I wish I’d know when I started and my take on what it’s all about.

With its 140 character limit, Twitter’s a hostile environment to the boring, dominating or waffling. As it’s on the internet, it attracts the tech savvy. As a public space (anyone can read your updates) it also asks you to be a bit brave. So to be on Twitter you’re already my kind of person. But what do people on Twitter do?

Talk. Imagine a dinner party where a few mouse clicks changes the seating plan to put you in the middle of things; your definition of ‘things’. Antarctic researcher, fashion designer, photographer (currently in Afghanistan) and ordinary soul who shares your humour, there’s your table for tonight. And you can change it at any time, click, click. Eavesdropping, chatting across continents, making an exit to *put the spuds on*, and absolutely no need to brush your hair.

And yes, with Twitter’s list of trending topics, you actually do know there’s an earthquake, plane crash or a new baby for Jamie Oliver, long before it’s reported on the networks. What’s more, you can locate and read the tweets coming from the centre of breaking stories. It’s supreme rubber-necking.

So are you interested? Then go sign up.

This blog is not about the mechanics, though. If you want to know them, put some pertinent phrases into Google. I’m cutting to Twitter’s oohs and ahhs.

But one quick tip. Move away from the Twitter website to applications like Tweetdeck or Tweetie as early as you can. Why struggle with a Walkman when someone’s invented the iPod?

Following some Twitterati

I’ll tell you what I did. We all start with the celebs, so go ahead. A good place to make sure you’re following the real ones and not the fakes is www.valebrity.com. But celebs can be dull and not interested in you at all. Shocking, I know.

We also start with people we know in real life. Like any party, it’s nice to turn-up with your gang. For many,Twitter replaces text messaging and adds a new fission to office banter, with a whole new way to delegate. I frequently send a tweet to @ashog (who works five foot away from me) to put on the kettle on.

Once you’re following around 50 Twitterers, you’ll understand why I find Facebook a ghost town.

But how do you find and follow normal yet wonderful people you’ve never met? A quick search will show you who’s tweeting right now on your current obsessions. Coco Chanel, Arthur Rackham, Mad Men. It’s like shaking a snow globe and up they float. Pick a few (not just the pretties), look at their Twitter pages and read a few tweets they’ve done. If they tickle your fancy, click follow.

But don’t just stick with your kind of nerd. Cast the net wide. Take a gamble. And look at Trending Topics too to see who’s talking about the latest thing. Within a few days of following someone, you’ll know if they’re for keeps. If they are, plunder their list of people they follow for more goodies. If they’re not for you, un-follow and shake the snow globe again.

And don’t forget to throw in some quality news feeds too, with my pick being @bbcnews.

You’ll also want to follow The Names. Brands, governments, charities, football clubs, festivals, museums… Twitter’s full of organisations attempting to hang with the cool kids. As a copywriter it’s fascinating to watch them sign-up and set out their stalls, with sites like www.mytweet16.com letting you snoop on anyone’s fledgling tweets.

And they can really get it wrong.

Have you ever been in a day of meetings and broken for lunch to find someone still doing meeting talk? Corporate language, only one topic (them), only one opinion (theirs). That’s corporate Twitter at its worst.

People follow Names to hear their latest, of course, but they also want to see personality and charm. They want to venture off topic because that’s fun. They want to see a Name ask questions and listen to answers. To loosen the tie. No on wants a 140 character brochure.

Movers and Shakers

The next Twitter challenge is finding the movers and shakers (not slebs) who link to the best of the web as it breaks, and are often at the heart of fascinating, fearless debates that then make the headlines. How? Explore a trending topic that excites you, and you find a lot of tweets coming from one source. Hmm.

Your Followers

To plump-up your follower list, you have to follow and tweet yourself. Shake your Twitter booty. Follow back with a generous spirit, block the spam and anyone you find offensive.

And if someone does not follow you back right away, relax. They may need you to strike up a few conversations (do an @ reply to their tweet) before they notice your wonderfulness. They may simply not want to follow you: that is allowed.

Once you’ve got around 100 good followers, you’ve got a ‘hive mind’ to ask stuff. Any kind of stuff, and you’ll be amazed at what comes back.

Twitter for the Copywriter

But for the copywriter Twitter has extra appeal. Making your point within seconds is what copywriting has always been about, so for me Twitter’s a trip to the writing gym.

I follow a lot of professional writers, and people who simply write well, and love to see what they do with so little space. And I love the instant feedback. When you watch a tweet skim (being re-tweeted over and over) it sharpens your instincts for what excites. And when a tweet sinks without a trace, you also take note of what bores.

The fly in the ointment?

Not everyone’s a darling, or course. There are people you won’t find exciting on Twitter, oh yes, but you know what, you just don’t follow them. And rude people? Try blocking.
And like anywhere else, there is spam. People trying to gate crash the party wearing a sandwich board. Did they think we wouldn’t notice?

But avoiding them is so much easier than in real life.

Once you’ve been baptised in the Twitter stream, you feel a need to write a blog on how great Twitter is. I must get round to doing that.

And after that? Well I’m now hunting down Twitter’s cabinet of curiosities; pages and applications that are blowing me away with their creativitiy. But that’s a whole other blog. I’ll let you know.

You can find me on Twitter @Angpang

Angela Montague is freelance copywriter. Of all our writers she has embraced Twitter most fully so we commissioned her to write this piece on the pleasures and pitfalls of tweeting.

My Mother in Law is A Copywriter

2009-02-17T21:37:00.000Z

Meet my 'mother in law'. Also known as Crazy Grandma, Mrs K and the Lady from the Tearoom depending on who you're talking to. At last I can blog her because she has sorted herself out a decent website for her award winning tearoom, B&B and licensed restaurant at Wold View House. One that finally conveys the wonder of her achievements and gives a hint of the fabulous experience you can enjoy on the Viking Way.

A year or so ago she wouldn't turn on a computer, but now Irene Kendall has embraced the technology and in the space of 2 weeks sorted herself out a complete makeover with her existing web company. She's written all the content, free from waffle and naturally strong on SEO. She has focused on all her USPs and created a clear, clean navigation to her own spec. Her site is content managed so she can update everything and add events and menus to save on mailings.

Rightly so she is on cloud nine having just won her 3rd Tearoom of the Year Award. No mean feat here in rural Lincolnshire where our fabulous local food outweighs the number of punters. Like all good online tourism, Wold View House's simple but effective website shows and tells why this traditional English tearoom is well worth the trip.

Valentine Delights

2009-02-08T16:54:00.000Z

Lots of my lovely clients have gorgeous gift ideas for Valentine's Day. With a week to go and so many online retailers offering super fast delivery there's no excuse for forecourt flowers and supermarket chocolates. So go on guys, take the hint.

I love these beads from Joules. Lazeme has the most luscious lingerie and sleepwear. And literally anything from Isabella Oliver would feel like the most wonderful treat for your pregnant partner. Go on spoil us.

Totally Treehouse

2008-07-08T16:03:00.000+01:00

Just received this lovely pic from my creative colleagues Ang and Ash enjoying a well earned break in the North of England. They thought Jim would love the treehouse! Well, who wouldn't?

Despite being a native north easterner myself I've never made it up to Alnwick Castle to see the tremendous work Jane Northumberland has done with the garden and grounds for the arts, for children, for the community and clearly for posterity.

The Alnwick Garden website say 'everyone should spend a day in the garden' and I intend to...although I expect it might not be long enough!

Perfect Day

2008-06-11T23:18:00.000+01:00

I have just spent the most fabulous 24 hour holiday in North Norfolk. Alfresco lunch at The Hoste in Burnham Market. The garden room is so exotic it reminds me of eating dinner at Biras Creek on Virgin Gorda - only without the Caribbean view. The weather was totally BVI, as I went on to shop in Holt for dresses, deli and diamonds. My budget took in 2 lovely halternecks and a great Pork dinner from Byfords, but sadly didn't stretch to the ring I really liked in Webbs - but a huge thank you to the really nice lady who let me try it on.

Then back along the coast to Lord and Lady Coke's lovely shabby chic boutique hotel: The Victoria at Holkham Hall. Check in is delightfully informal and keys are doshed out to make your way through the park, to the resplendent Triumphal Arch. We popped our Sandhams' pink champagne in the ground floor fridge (yes there's one upstairs too - those stone spirals can be tiresome after a while), oohed and aahed at the amazing bedroom/lounge/bathroom of the West Wing and hit the beach at 6pm to glorious sunshine, olives, Italian sausage and bread. We had the golden sands to ourselves, save for a couple of Oyster Catchers and thousands of tiny razor shells.

By 7.30 I was soaking in a lovely hot tub whilst Jim popped down to the well equipped kitchen to rustle up an amazing dinner. Sipping my chilled pink champagne, whilst opening cards and pressies, I felt truly blessed for such a perfect day. And even more so for my own mother, who made a 4-hour round trip the previous day, to ensure my daughter had a gift to give me for my birthday.

Mulberry Space

2008-06-11T22:23:00.000+01:00

If you've followed a link from my copywriting website you'll know this is the May Bond Street for Mulberry Space created by one of London’s most exclusive florists McQueen’s. The inspiration came from the Mulberry tree. The tree was “in bloom” each week - using English grown, seasonal flowers in the colours of the Spring/Summer 2008 collection. It's just one of the innovative Mulberry Space initiatives that sees the brand collaborate with different creative companies and organisations to create a gallery space in its shop window.

The original florist's sketch actually became the concept for the spring summer Mulberry in Bloom home page and the brilliant piece of email marketing that enticed me in. Like you, I'm busy and cynical so it takes a lot. Something this fresh can't fail to grab the imagination and delight the senses.

So you can reach for your PDA, iPhone or Blackberry. I will happily use a pen in my 10 year old Mulberry Planner. Like what's happening in Mulberry Space, I enjoy its reassuring weight and real world presence. And although I haven't seen the Bond Street window, I enjoyed the experience online. Isn't that what web brand synergy is all about?

Green & Gold Goddess

2008-06-04T12:49:00.000+01:00

I love vintage so I love the 50s inspired look of this pink and green choker by London designer Gemma Lister. Her work has been featured in Cosmo, Marie Claire, New Woman and The Telegraph's Stella magazine. Fashion stylists love her quirky British vibe and so do I. This piece is perfect with summer's goddessy dresses and strappy metallic sandals or just as a statement piece with a little vest, jeans and colour-rich peeptoes.

Lincolnshire's extra pair of hands

2008-06-02T12:58:00.000+01:00

Friends Judi Rudolph and Claire Clark have recently set up this innovative business providing the extra pair of hands you need to enhance your home life.

I was thrilled with the pots they planted up outside my office. They've cleaned a colleague's stainless steel oven, given a busy career mum's home a thorough spring clean whilst she was on holiday. Their list of 'can-do's is endless. So many of my city-based copywriting clients would cut off a limb for such a service, but I'm sorry guys, these smart girls are re-locators. They've moved up from the south, leaving incredibly hectic jobs in business to enjoy some family time and fresh Lincolnshire air as they redress the work life balance.

It is their understanding of business that makes them so good at what they do. Their standards are as exacting as your own. Both are smart, professional, incredibly confidential and totally dedicated.

Whether it's planning a dinner party, restyling your property for sale or a regular clean, they have a few slots available. If you're within 10 miles of LN8, I would book them whilst you still can. Click the link for contact details.

I'm loving the Logo so lose the Litter

2008-06-02T12:40:00.000+01:00

As a copywriter in the countryside, this is close to my heart. Every time I take a bike or horse over the Wolds, I'm staggered by the huge amount of litter and fly-tipping here in Lincolnshire. Despite the nearest McDonalds being around 17 miles away, people save their congealed fat soaked bags to chuck away when they reach the Area of Outstanding Natural Beauty. Take it home with you. Better still, eat a piece of fruit, it'll enrich as it rots. So, I was delighted to see the CPRE's strong campaign. Especially, as I've always adored the the simple impact of their logo. It is a pleasure to say I'm loving it on my copywriting blog.

Creative Inspiration

2008-06-02T12:35:00.001+01:00

Another lovely image to share with you from my friend Bev who is now in New Zealand and inspiring us with her picturesque postcards home via email imagery. This is a place called Milford Sound which, according to Wikipedia, Rudyard Kipling called the eight wonder of the world. Doesn't it look amazing? One for my must-see one day list.

Lincolnshire Treehouse

2008-05-08T11:25:00.000+01:00

As a child reading Secret Seven I longed for a treehouse like this but we didn't have a suitable tree and my Dad was not that way inclined. Luckily for my daughter, Daddy is a tree surgeon and very clever with making and carving things in wood.

And how fortunate we are, you might think, to have a tree like that in just the right spot? Actually no. Jim has been on the look out for the right kind of tree that he could fell all in one go. He dug a huge hole and 'replanted' the tree to create the base. Our talented carpenter Rick, from Silverbrook of Lincolnshire, made the base and framework with a little trapdoor so you have to climb the tree to get inside. Such fun and much safer than ladders! Jim did the rest with rustic timber from Jonny Waterman's Woodyard at Nettleton Gap and put in a woodchip base to tidy it all up. He even added lovely old ropes for swings and climbing practice.

Best of all, my daughter loves it. And so do I. It's solid, safe, rustic, tasteful and fits perfectly in our riverside garden without a hint of nasty coloured plastic in sight!

Copywriters love Macs

2008-05-07T17:24:00.000+01:00

When I set up my copywriting business back in 1994 I bought a tiny little black Apple Mac laptop with a roller ball mouse in the centre. I can't remember how much if cost m or what it was called but to me it was priceless. I had previous worked on a PC with no pictures, no pretty icons just coloured type and a black screen. It amazes me now looking back. Although copywriters deal in words, as commercial visual thinkers we like graphics too. Since then I've had iMacs, Powerbooks and an iBook. And loved them all.

Over the last couple of years I've discovered KRCS. The guys at HQ in Nottingham have been so helpful. They gave me great prices for a whole load of new kit in 2006, set it all up for me out here and continue to provide me with very reasonable (and incredibly patient) technical support over the phone (thanks guys)! Anyway my Mac Mini was slow - always had been - so off I went to Leeds (multi-tasking with a hair cut!) to get some extra memory fitted. One email prior to going to deputy manager Robert Hull confirmed it would be a doddle. And it was. Not only are Macs friendly and efficient, Mac people are very friendly and efficient too and the KRCS Mac people are a delight to deal with across every aspect of the business. Well done.

A Thousand Words

2008-03-19T17:25:00.000Z

The great thing about creatives is that we have skills that can be swapped. It's how art directors and copywriters have worked for years. Write me this and I'll sketch you that.

In fact it's how I've secured a few nice canvases in recent years by bartering creative skills with designers and artists. In the case of this stunning Autumn Leaves oil painting, I traded gig tickets rather than writing, but I wanted to blog it because of its beauty.

I want to remind us all that when you employ the services of a truly good graphic designer, or a commercial writer, you're tapping into an incredible talent and depth of creative vision. Plus a way of thinking that rarely gets noticed in today's web fueled digital marketplace.

Come on. Ask more. Give more. And recognise talent.

Catalogue creative goes wild!

2008-03-18T14:12:00.000Z

With over 15 years as a freelance copywriter, I've met hundreds of creative types in the mail order business. Lots of the very best are still my clients (and friends) to this day. It's a tough industry - crazy deadlines, demanding briefs and long, long hours. So that's why it's always spirit-lifting to hear of the one that got away. My lovely, talented friend Bev, through being as clever with property as she is with catalogue design, has earned a well earned career break with her husband. Here they are having fun in the snow. Jealous? Moi? Actually no. Just really happy for someone who has genuinely earned it.

A bit like all of us diehard catalogue creatives though, I suspect she'll be back and seeking a new challenge before the year is out. It'll be a very lucky company, client or agency, that secures her talents. I'm already registering interest for her whilst she's away!

A copywriter's way with knobs

2008-03-18T13:56:00.001Z

Having found the fabulous cabinet knobs mentioned below at Willow and Stone I have been inspired to create other pieces of furniture painted in Farrow & Ball's London Stone. The subtle and chic colour shows the cream off a treat. This bathroom cupboard was made by Silverbrook of Lincolnshire, another of my businesses specialising in property improvement and maintenance. Tongue and groove work is topped with a piece of reclaimed Elm from my partner's tree surgery business, inset with a Savoy basin from Bathstore.com. I'm hoping to create a website for Silverbrook of Lincolnshire soon to reach a wider market and showcase some of our Farrow & Ball painted furniture and accessories online. Watch this space!

Home shopping with knobs on

2008-03-18T13:43:00.000Z

Strong, accurate and clever SEO copywriting is the secret of driving customers who want to buy to your website. I love it when I search for something on Google and it's the copy on the site that delivers the result I want. In this case it was knobs. Potentially tricky I'm sure you'll agree! But I was delighted to discover the wonderful emporium of Willow & Stone, full of fabulous details for the period home and garden. Thanks to clear, concise title tags and a very detailed navigation I could locate exactly what I needed - antique style cream ceramic door knobs in a choice of 3 sizes. And the best bit of all - I ordered the wrong size, had to swap and every email was met with sensational, personal service to back up a great e-commerce site. Best practice in every way.

Epicentre of the Earthquake Market Rasen

2008-02-27T11:43:00.000Z

Copywriter OK! Thank you so much to all my friends and copywriting clients who have contacted me this morning to check we're all OK here in sleepy, sunny and now famous Market Rasen. I leapt out of bed just before 1am this morning, as the windows rattled and whole house shook, convinced there had been a train crash or a vehicle had hit the house. I dashed downstairs to find half my neighbours in the street, dogs barking, alarms going off, people hanging out of windows but miraculously no damage! So huge debts of gratitude to my gang of builders (you know who you are) and top chimney man. Thank you! I've read that Charles Dickens once wrote of Market Rasen as the sleepiest town in England and this morning proved it. The other half of my street, including my daughter, slept right through 5.2 on the richter scale. It takes more than an earthquake to wake us up the 'shire!

A beautifully written email

2008-01-11T09:55:00.000Z

Yesterday I received a lovely personal email from Selina Scott thanking me for choosing her mohair socks as my current favourite GIFT under copywriter's favourites on my professional copywriting website. It was truly my pleasure as there's no pay for play. I simply choose things I really like and try to share them with others who want to find great product and service quickly and easily. I'm a mini Wikia, before it's even begun! It also made me love her brand more, it is truly personal, small, low key and special - and the sale is still on - so if you're quick you can get these deliciously cosy kid mohair bedsocks half price.

The Copywriter's Bible

2008-01-03T14:08:00.000Z

I carry a permanent link on my professional copywriting website to the Guardian Style Guide. I love it and use it constantly. I was delighted to receive an email from author David Marsh telling me the new edition is available in print. It's an invaluable reference for any writer or marketer, offering clear and easy clarification on how to use copy, words, phrases, spellings and above all the context of usage. If you read nothing else, click on C and cruise down to 'capitals' to discover how the preference for leading caps is finally diminishing and lower case rules - hooray! But not everywhere which is why you need this guide to help you get your copy right. If you want a copy at a discounted price please email me, I'm cooking up a deal!

Brand name copy anyone?

2007-12-20T17:40:00.000Z

If you’re looking for an alternative to Google News over a lunchtime sandwich try Word of the Day on my website courtesy of Dictionary.com. This week I’ve enjoyed ‘pari passu’ meaning at ‘equal step’ and am desperate to use it somewhere.

The idea is to step out side your comfort zone and be inspired by new language. Hey I’m not advocating words that can’t be understood. As a commercial writer, I’m well schooled in keeping it simple, but the odd foray into the unknown and unclichéd is good for the soul. Another of my favourite words was in the news recently ‘chromophobia’ – a book and a film, but 5 years ago just a word I loved because it had brand name written all over it. My plan? To develop a fabulous website selling only black and white gifts and accessories. I’ve just checked and the dot com domain is for sale. Brand name anyone?

Fairytale of fine language

2007-12-18T17:38:00.000Z

How crazy that Radio 1 has banned some of the lyrics of the fabulous ballad Fairytale of New York. As a copywriter I love (and always have loved) the power and energy of song lyrics. This ballad has such beauty and pathos and its earthy language plays a huge part. There's nothing like belting out a bit of Kirsty and Shane on Christmas Day after a few glasses of fizz, don't you think? I'm not advocating bad language, it's just that powerful words sung with passion lift the spirits. It all began for me by writing out The Jam lyrics in my rough book in Mrs Smith’s Maths class. This was so that me and my best friend Jackie could seamlessly impress the mods and scooter boys at youth club on a Friday night. Almost 25 years later (how scary) it's the Arctic Monkeys who move me most with their cute and clever wordsmithery. I love their witty urban poetry and gritty story telling. Or is it that their portrait of growing up in Sheffield in the ‘00’s transports me to the Middlesbrough of my youth? OK, the rough book's been replaced by the iPod but seeing them live made me feel 15 again!

Sad News

2007-12-17T17:25:00.000Z

I heard this week that Adam died. His Dad popped round to see me today. He was keeping busy thanking people who'd helped fundraise for Adam's treatment which sadly didn't work. How brave and kind. Because I'd used this Blog to raise awareness and to help fundraise I have no idea what is the right thing to do. I didn't know whether I should remove the previous entries. For now I'd just like to say how incredibly sad we feel for Adam's family, his girlfriend and many friends especially at this time of year. They did everything they possibly could.

A story of inspiration...

2007-12-03T15:10:00.000Z

Spending a very rare Sunday morning in bed with a cup of tea and a good book has to be one of life’s greatest luxuries. My old friend and copywriting colleague Philip Caveney is about to follow his much celebrated first children’s novel, ‘Sebastian Darke: Prince of Fools’ with the second in the series, ‘Sebastian Darke: Prince of Pirates’ to be gracing bookshops in February 2008. Having been lucky enough to receive one of the first editions of ‘Prince of Fools’, I’d say if the children don’t love them you certainly will. Look out too for a new series; Alec Devlin whose first adventure, ‘Eye of the Serpent’, is out in paperback in July 2008. You can read a tantalising snippet on Phil’s website. Whilst there you can also find out how a talented copywriter became a successful novelist. There’s hope for me yet!

Pushing the right buttons…

2007-12-03T15:07:00.000Z

One of my fellow freelancers, Ashley Taylor, has just started his own dedicated screen media studio in Rasen specialising in 3D graphics, multimedia and websites. Following 10 years with a full service agency in Grimsby, Ash has decided to go it alone and also offers top quality film and video editing and photography. Ash can do some truly amazing things with CGI to really take your website to the next level. So if you think of any really challenging applications that you can’t photograph or think how to illustrate then please contact me for more info on what Ash can do. I’d be delighted to give you a personal introduction.

Make a difference today

2007-08-22T08:51:00.000+01:00

When I read about Adam's illness in the Rasen Mail (see below) I contacted another ex-Tealby resident (now a very wealthy man) through a close business colleague. Last Thursday I picked up a lovely phone message committing their support and received an email yesterday appealing to their influential business colleagues and clients to do the same. Doesn't that just restore your view in human nature? Although these guys are hugely busy and have incredibly stressful positions, they've taken time out to help. There are plenty of truly good people around, you just have to raise awareness. So with that in mind please take a look at Adam's site and donate if you can.

We never know what's around the corner, do we? I for one, would like to give before I have to ask. What about you?

http://www.adamgriffincancerappeal.com/

Appealing for Adam

2007-08-22T08:15:00.000+01:00

Many years ago when I lived in Tealby, we had a wonderful postman called Ken Griffin. Being a rural community, his role was far more than just delivering the post. He genuinely cared about everyone and looked out for the vulnerable and elderly. Being an ex-business man, he always made sure we got our post early and once caught me as I collapsed on the doorstep signing for Special Ds! He and his wife Sue called my neighbours to check I was OK as they were worried about me! I'd been drinking champagne but that's another story!

Every day when Ken called into the studio he used to update us on his son Adam's latest adventures as he treked around the globe. All this time he was working hard to convert his home into a B&B where my parents spent many an enjoyable stay when we didn't have a spare bedroom.

The Griffins are wonderful people who make a difference to a lot of people's lives. That's why I was so sad to hear that Adam was diagnosed with stage 4 bowel cancer in October 2006 at the age of just 29. As the efficacy of his chemotherapy diminishes, the drug ‘Erbitux’ is his only hope. It's not available on the NHS, only privately at £55,000 for a 3 month course of treatment. His family and friends have started a fundraising campaign and website. If funds are not used or part used then the remaining funds will go to Bowel Cancer UK.

http://www.adamgriffincancerappeal.com/

Botanical Beauty

2007-08-21T13:18:00.000+01:00

If you're ever in Horncastle as well as doing the rounds of antiques and junks shops, you must visit this wonderful place, the Sir Joseph Banks Centre in Horncastle. If you love old properties, it's a stunning renovation in its own right, but it also sells lovely eclectic pottery, much of which is planted up with cacti and indoor plants, plus botanical arwork created by local learning disabled adults as part of Linkage Community Trust. This photo shows me in the tranquil walled garden at the back, where larger plants are available for sale, grown and potted to bring in an income for the trust. It is all so tastefully and beautifully done you've got to support it. I found a fabulous, reglazed green teapot brimming with 'Mind Your Own Business' for just £6. It looks perfect on a polished elm wooden windowsill in my new loo. I can't wait to go again.

The Best Things in Life...

2007-08-20T17:21:00.000+01:00

Are definitely FREE. After a particularly stressful day, I came home to a surprise from my wonderful daughter and partner. They had found this very old stoneware bottle in the river (no doubt washed free of its hiding place by the heavy rains) and filled it with some handpicked flowers and foliage from the garden, disguising a broken top. One of the nicest presents I've ever had.

Tealby's finest Lincolnshire sausages

2007-07-13T16:05:00.000+01:00

The lovely thing about living in Lincolnshire is that so many great traditions remain unchanged. One of my favourite places to shop is Leaning's of Tealby just up the road from my office. You are assured of a warm welcome from Ian who makes the most wonderful Lincolnshire sausages to the same authentic recipe since 1860. The shop is pretty much unchanged too, so well worth a visit. Or if you want a real Taste of Lincolnshire delivered to your door you can buy them online or call Ian for a chat on 01673 838205 to find out a bit more about their considerable reputation.

River Rase in full spate

2007-06-27T14:28:00.001+01:00

River Rase in full spate
Originally uploaded by sarahlamballe

Monday was a pretty worrying day. In addition to all the usual deadlines pre-school was shut, the childminder's flooded and the river at the back of our house was rising ominously. Luckily our part of the riverbank is landscaped with green oak boards which protected the soil from eroding. Having had such a near miss (fingers crossed - it's dropped a lot now), I feel so sorry for those who haven't been so lucky

All new to me

2007-06-07T13:16:00.000+01:00

Back from a fabulous holiday in Croyde Bay, North Devon with my daughter. Highlights for us included lunch at The Quay in Ilfracombe which has great eclectic cushions, vivid butterfly wallpaper and Damien Hirst artwork. The olives were great, but Maisie found it more of a visual feast.

Whilst there read an enjoyable publication called The Source devoted to eco issues. Amazed how many more eco choices there appear to be in the SW. But wondering how does that all sit with putting all your unsorted rubbish up in a big black sack to be collected from the huge number of holiday homes? I hope someone is sorting it back at the depot!