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Why creating your online portfolio is a waste of time, and worse, a damaging blow to your potential revenue growth

I had an email from a student of mine recently. She wanted to know which web platform I recommended for hosting her online portfolio. My answer was, none of them. Not because they’re no good. Because online por...

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The Future of Copywriting by Gemma Stride

Looking Back Before Looking Forward The craft of copywriting begins with a love of words from an early age. Being a keen reader, I can remember having my nose stuck in a book for a lot of the time. I would alwa...

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Results of our 2014 blogging competition

The results are in. But before I reveal the winner and runners-up in our blogging competition on The Future of Copywriting – here are a few thoughts on how the event turned out. The first thing that surpr...

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Why I Gave Up “A Day’s Wages” To Attend PCN2014

The annual PCN conference is the only national meeting for copywriters in the UK. That alone should make it a must-attend event for anyone serious about their craft. Or who just fancies a chinwag IRL with fello...

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Is rigid thinking holding you back from copywriting greatness?

Being a copywriter is a lot like being a chameleon. Not the whole eye-swivelling, gross metre-long sticky tongue rocket thingy, but the ability to blend in with one’s surroundings. In our case, those surr...

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Story and its authority and impact (without a particular char.)

How hard is it to put out a blog post that has a point but still has no … in it? I took this on as a task to find out if it was worth it. My work follows. (This is not my only try: I did it months ago, too.) So...

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10 Controversial Truths About Content That Will have You Spitting With Rage Or Smiling Contentedly Over Your Keyboard

Now I know how Daniel felt. Me – Mr If-you-can’t-count-the-money-it-isn’t-worth-doing – and 30 or so content specialists getting ready to debate how content marketing might evolve to survive as a marketing disc...

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I feel your pain

Understanding how your customer feels is crucial to establishing rapport, trust and, ultimately, the sale. In general, and perhaps a sad reflection on the human condition – or maybe just marketing –...

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Where old skool meets new skool – how to integrate content marketing into your sales machine

I woke up the Saturday after PCN2013 prey to a mixture of emotions, one of which I can only describe as a hubris hangover. Did I really say all those things about content marketing? Without qualifying my opinio...

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The 7 telltale signs you’re reading “zombie copy”

She stands, screaming. Her feet refuse to move. She is rooted to the spot with terror. Slowly, inevitably, the bloody, walking corpse approaches. Arms outstretched, snarling, it reaches for her. It is hungry. A...

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