Writing effective copy isn’t just a case of being able to articulately summarise what you offer, or making sure there are no spelling, grammar or punctuation errors. There is so much more it can help you do, and understanding this potential is the first step towards unlocking a much more effective website.Read More
Last month, I wrote about why your business needs a client persona. In a nutshell, if you don’t know who exactly you’re aiming your marketing efforts at, there’s a good chance you’re going to do it wrong.
And a general segment of the population just isn’t specific enough - you need that one named person who you can picture in your head every time you’re wondering whether a tweet or a blog post or a newsletter or a sales page is relevant to your target audience.Read More
The best way to get better at writing for your business is to practice, right? Well, not quite. In fact, the actual act of tapping on your keyboard and forming letters into words, words into sentences, and sentences into paragraphs is pretty much the end point.
Before all that, there are some key stages you need to go through to ensure that once you do reach the typing stage, you’re already well on your way to creating effective business copy that will achieve the goals you’ve set for it.Read More
The idea of creating a client persona is not a new one, so I’m always surprised by how many business owners haven’t gone through the process. Some feel that a broad demographic band (women aged 35-55, for example) is enough. Others say their services are suitable for everyone, which might technically be true but kind of misses the point.
Because the process of creating a client persona is not about saying you can only work with 28-year-old men called Sebastian who have beards and man buns and drink nothing but artisan coffee.Read More