Category: Copywriting

Book Review – ‘How to Build an Online Business’ by Bernadette Schwerdt

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Do you know how Uber got started in Australia? Not the way you might think. Without giving away too much, it involved an airport and some paper fliers tucked under the windscreen wipers of limo drivers’ cars. The rest is Uber history. This is just one of the many, many examples Bernadette Schwerdt uses to illustrate each idea, suggestion, or nugget of advice she offers throughout this comprehensive book. Who is Bernadette Schwerdt? Author, speaker,…

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Top 5 ways to capture tone in your copy

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1. Make a list Before you write anything, list the top five words you would use to describe the business or product or service you are writing the copy about. What message needs to be subliminally sent? The best way to get these five words is to take a detailed brief before you begin. Ask your client for a few adjectives they use regularly to describe their business. Is it chatty? Is it approachable? Is…

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What does a copywriter actually do?

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“I’m a copywriter.” Awkward pause. “Oh. That’s nice.” A puzzled nod. More silence. “And do you enjoy it?” I nod. “Yes, I do.” Another silence. Finally, I cave in – “And what do you do?” The relief on my new acquaintance’s face is evident. Phew, back to familiar ground!   This scenario is not unfamiliar to me. Sometimes I feel like copywriting must be some sort of secret profession since so few people actually know…

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A Likely Story: The Power of Business Storytelling

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An in-depth look at the what, how and why of brand storytelling, and its relevance as a content marketing strategy for all business owners and copywriters. ____ Once upon a time, in a city far, far away, there lived a kindly business owner. Every morning she made a cup of strong coffee then sat down and checked her emails. Every morning they consisted of much the same: a host of client inquiries, requests for quotes,…

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How To Overcome Writer’s Block (And Get More Blog Ideas)

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The flashing curser. The sheer emptiness of the page. It’s waiting for you and your words. But you have none. All your wonderful plans for starting a blog, or refreshing the content on your existing one have vanished upon opening to a new page. But fear not, use this checklist to help you overcome nasty writer’s block and maintain a continual stream of ideas to keep your blog fresh and your site visitors returning.  …

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