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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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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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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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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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The Copywriter’s Prayer

Oh Word, Let me compose sentences providing both meaning and pleasure. Guide me towards clarity, simplicity and truthfulness, And away from the seductive path of waffle, and the words whereof the weasel availet...

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Three warning signs you’re running a ‘cheap’ business

One of the prerequisites for growing your business is thinking big. Here are three warning signs that you’re thinking small – and looking cheap. Advertising the fact that you can work with clients anywhere, “th...

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A sales blunder so huge it still makes me sweat 25 years later

I was 26, a fledgling marketeer with a research publisher. And I was about to commit a sales crime so horrible my clients would have left the building immediately if they’d known what was coming. Frankfur...

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