Creative Insights

Creative thinking from the world’s leading copywriters

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Feet up, hands down – The Freelance Working Vacation

The idea of a working vacation may sound like a starry-eyed dream full of sand encrusted keyboards, but for a Freelance Copywriter with a passion for travelling, here are five reasons why it’s SO possible. Firstly, I’m not going to apologise…
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10 first steps to a successful freelance career

More and more busy working mums are saying goodbye to the restrictions of a full time or flexible job, and hello to the freedom of freelancing. But how have they done it? And exactly how can you go from paid employment with one boss, to a contacts…
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WHY EXCLAMATION MARKS ARE NOT YOUR FRIEND

I’ll let you in on a little secret. One of the biggest giveaways that a client has written their own copy, without hiring a copywriter, is the over-use of exclamation marks. The world’s most over-used punctuation mark has a lot to answer…
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6 REASONS YOU ALWAYS FALL FOR CLICK-BAIT (AND THE SECRET FORMULAS PUBLISHERS WON’T WANT YOU TO SEE)

Sometimes we can’t help ourselves. Even if we have no interest in the subject, we find ourselves clicking irresistible links. But what is it that makes headlines from sites like Buzzfeed so compelling? Unless you spend your whole time online…
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5 Places to Find Photos for Your Spec Ads

When you’re creating spec ads, whether on your own or with a design partner (recommended!), you’ll need to find images to use. And, since it’s bad karma to steal other people’s pictures, you’ll need good places to find them. Read on…
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Should You Let Others Syndicate Your Blog Content?

When you publish great content on your blog, others will want to share it with their communities. They may even ask if they can syndicate some or all of your posts to their blogs. However, as a marketer, do you want your company’s posts on…
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Why You Don’t Know Your Audience as Well as You Think

Before I begin writing content, one of the first questions I ask my clients is, “Who is your target audience?” For some reason, it usually stumps them, or the answer I receive is incomplete. I talk all the time about writing for people,…
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Public perception – How General Mills Shot Itself in the Foot Over and Over

The New York Times broke the news about new General Mills legal terms on April 16. Here’s a portion of the “announcement” from the General Mills website: We’ve updated our privacy policy. Please note we also have new legal terms which…
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COPYWRITING EXPLAINED. A STORY OF ONE SKILL.

Copywriting Explained. A Story of One Skill. What’s your passion? If you are lucky, it’s what you do for a living. If you are less fortunate, it’s just a hobby. Is it painting? Running marathons? Breeding penguins? Not the penguins?…

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