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A Copywriter Doesn’t Always Sell Things

It’s here again. It’s almost Christmas. And there are things everywhere.

Things to eat. Things to do. Things to wrap. 

As you’d imagine, I’ve written copy to sell a huge range of things over the course of the year – from cars to milk.

But many of my most memorable projects in 2017 haven’t been about selling things at all.

They’ve been about selling ideas.

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Swiped: Copyblogger’s Inverted Emphasis

This is Swiped. It’s a series of posts that’s like a swipe file, but with some insight into why I like particular things.

For the first post, we’ll be looking at one of the content marketing greats – Copyblogger. Whether you agree with what they say and the processes they recommend, it’s undeniable that their website features some great copy that’s tailored to the right audience.

But Swiped doesn’t look at generalisations. This isn’t an expansive post, but a precise one that focuses on one aspect of copywriting.

This time, it’s something that I’ll call inverted emphasis.

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Valentine’s Day Copywriting

Just a quick one from me today.

And what better Valentine’s Day gift could there be?

As a freelance copywriter, I love those opportunities to get creative. Yes, I know – we’re always being creative – but when you get to come up with a snappy heading or a catchy, memorable angle for marketing copy, it’s incredibly rewarding.

But the thing about creativity is that it has to come on demand. I’m a creative copywriter, but – more than that – I’m a tradesman who tries to keep things practical.

As you’ll see in these copy ideas for Valentine’s Day cards.

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Do You Pay Your Copywriter To Write?

Well, let’s hope you pay your copywriter.

But what exactly are you paying for?

It is the job of a freelance copywriter to write things, of course, and only natural to assume that the fee relates to the words. But why, then, do so few professional copywriters get into messy ‘per page’ or ‘per word’ discussions?

Over at the Professional Copywriters’ Network, members continue to discuss how much different types of work should cost. What are people charging for website copywriting? What is the going rate for a single page sales letter?

But if you’re looking for a copywriter and wondering how much you should pay, think less about the words and more about their purpose.

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2012 Summer Sports Related Copywriting Post

I don’t know if you’ve heard, but there is a large International sports competition about to start in England’s capital. And they’re being fiercely protective of their brand.

So, here I am, writing the blog post without using the word. Can I even say sports? I’ll take the risk.

In a world where people pay for an event and the related facilities through their taxes but still can’t reap the benefits, I’ve been thinking about how timely copywriting should be. Is it important that copywriting is always relevant to world events, or does timeless copy come from a more distanced perspective?

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Copywriters and The Truth

Following on from my recent blog post about the value of deception in copywriting, I thought it would be interesting to do an about turn and share my thoughts on the truth.

Lies are essential to the work of a copywriter. But like a magician covering his slight of hand with patter, a good copywriter employs enough truth to make his lies invisible.

Here are just two of the techniques that I use most regularly to reassure readers that the brand I speak for is an honest one.

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A Copywriter With Liberal Commas

If you are looking for a copywriter or working within the industry, it would be understandable to assume that copywriters write flawlessly. But incorrect grammar is everywhere. From website copy to the flyers that drop through my door, I’m continually amazed at the number of errors that get in the way of reading and understanding. […]

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