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
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 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
Avoiding three simple words may mean changing some sticky habits for Sara Howard. Read more
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
When the market was at its peak and homes in Sydney and Melbourne were selling themselves, it was almost enough to brand your project as ‘well-crafted’ and leave it at that. But for off-the-plan marketers, the property market is no longer a safe bet – and selling a hole in the ground is going to require a lot more creative thinking. Read more
Copywriters generally agree we should try to stem the tide of that over-used, meaningless, unspecific abstract word - innovation. But every company still wants it in their headlines. How innovative is that? Read more
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
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
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