copywriter-collective

How to be a copywriter

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Where do you find inspiration?

I've worked with a few Creative Directors and the good ones realise that their stable of Writers and Art Directors need constant stimulation to be able to create concepts that aren't run-of-the-mill and can potentially be award winners. Where…
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Content Marketing: The 40-25-35 Formula for Effective Writing

Even though there are big rewards from content marketing for new business, it is also a huge challenge. Content marketing is proving to be beneficial for gaining a positioning of expertise and thought leadership. It also is the magnet for generating…
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SEO copywriting – a totally useful How To guide.

Despite all the confusing acronyms and jargon, writing search optimised web copy isn’t rocket science. It’s about creating clear, targeted and useful copy – something you should be doing anyway. Let’s start by being clear: there’s…
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How to focus on your customers’ needs, inspire their devotion and make the world a better place

Because why not have it all? ;-) The first rule of writing marketing copy and content is to speak to your customers’ or clients’ needs instead of your own. Instead of focusing your copy on your product or service – what it does,…
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Win Your Buyer’s Trust: How to Use Honesty in Marketing

Years ago, legendary American advertising executive James Webb Young started “Old Jim Young’s Mountain Grown Apples,” which sold fruit by mail. In the book How I Learned The Secrets Of Success In Advertising by Guy Lynn Sumner, a story…
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How I Reintroduced Creative Alchemy Into My Life Again

In October, I had the opportunity to attend two events that gave me a fresh perspective on my business. One was a writing retreat that only had twelve other writers attending. The other was a larger copywriting conference that had around 400…
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What My Italian Family Taught Me About Food, Marketing and Copywriting

I blame my fascination with food and food metaphors on my upbringing. Growing up with a full-blooded Italian mother, grandmother, and great-grandmother (who came from Italy as a young girl “on a boat”), my fixation on food was inevitable. Food…
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Writing Content for the Web – Basics

When I’ve coached customers on building their own content for websites or blogs, there is a very straight forward approach I take. It works with beginner writers who are just trying for the first time, or experienced product experts who are…
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How I Write: My Copywriting Process

Whether I’m writing a campaign for Art.com’s homepage or brainstorming a creative name for one of my partner’s sushi dinner parties, I always take the same steps. Let’s take this email copy (below) for example. The Goals Write…

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