Free From… empathy?
The most important ingredient in a writer’s recipe for success might come as a surprise. But it’s very, very important. And it’s worryingly absent in much of the marketing world. Read more
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More than ‘pretty pictures’, marketing is a growth engine
Sara Howard spent two days mingling with CMOs at Sydney's APAC B2B Marketing Forum, and is relieved to report marketing is finding new and proactive ways to use content to enable sales - with measurable results. Read more
Getting better words #4. How to judge a writer’s draft.
Telling good copy from bad isn’t always as straightforward as you might think. There’s a lot to consider – while keeping a lid on your personal preferences. Fortunately, the fourth instalment in our ‘Getting better words’ series makes it easier for you by highlighting the essentials. Read more
Why use a professional writer?
You wouldn’t trust a plasterer to fix your boiler. You wouldn’t trust an accountant to service your car. And you wouldn’t trust Erica in Sales to remove your tooth. So, argues Richard, why trust someone who doesn’t write for a living to write your words? Read more
Getting better words #3. How to brief well.
Every writing project stands or falls by the quality of the brief. We all know that. Which would be a problem if the third instalment in our ‘Getting better words’ series didn’t offer a simple guide to making the whole process plain sailing. Read more
Getting better words #2. The price is right… isn’t it?
Getting a reasonably accurate cost for a writing project is rarely straightforward – and it can be even harder to tell if it’s good value. But don’t worry, the second instalment in our ‘Getting better words’ series helps you tiptoe safely through this particular minefield. Read more
The (not so) secret art of ghostwriting
In today’s world where branded content is, quite literally, everywhere, people can be quick to dismiss an authorless article coming directly from a brand. But chances are you’re too busy running your business to regularly develop, write and publish insights (even if you’re a talented wordsmith) – and that’s where a ghostwriter can help. Read more
If you don’t believe it, don’t write it
The best story you can tell about your business is the true story. And if the true story doesn’t get your juices flowing (or your employees) – your customers won’t buy it either. Read more
The joy of outsourcing
Finding it hard to let go, but need words - fast? Sara shares her tips for successfully outsourcing your marketing copy. Plus, a handy matrix to help you justify it to the boss. Read more
Tone of voice, not groan of voice
Too many brands are trying too hard to make their tone of voice shout louder than the crowd – without considering the potential implications for their relevance, their credibility and, in some cases, their dignity. Read more