Copywriting

How to Write in a Consistent Tone of Voice When Your Mood Changes ALL THE GODDAMN TIME

You know what your voice sounds like. You write in it every day, after all. (Haha, just kidding. Did I make you feel inadequate by implying everyone else in the world writes every day?) The trouble is, this is a business you’re running here. And you need your voice to come out the same every time you write. You know, so you look consistent and professional. You don’t want to […]

9 Ways You’re Destroying Your Personal Brand’s Reputation

Having a personal-branded business doesn’t mean you can just do whatever the hell you want with it. I mean, you can, since it’s your business and whatever. But if you want to, you know, make money, you shouldn’t. Here are some things you should most def avoid: 1. Flaunting Your Lack of Confidence Wait, what? Unconfident people don’t flaunt anything, do they? Well, sure, maybe not overtly. But that doesn’t […]

The Difference Between Benefits and Features

Touting benefits over features is the cornerstone of good copy. So, what exactly is the difference? What the hell am I banging on about? Well, suppose you want to buy an Aston Martin. Yeah, bear with me. You don’t buy an Aston Martin because you want an Aston Martin. And you don’t buy it because it has a 6-litre engine or because it can go super ridiculously fucking fast, or […]

What NOT to Say On Your Freelance Writing Home Page

How many times have you seen one of the following when you first landed on a website? ‘Hello!’ ‘Welcome!’ ‘Welcome to [site name]!’ ‘Welcome to my little corner of the internet!’ And how many times did you then go on to purchase something from said website? Can’t remember? Well then, let me tell you. The answer is zero. It feels natural to write a welcome message like that on your […]

Should You Refer to Yourself as ‘We’ On Your Website?

Hey, so remember that time we talked about how douchey it is to talk about yourself in the third person on your own website? Yeah, I’m really glad you decided to stop doing that, because ugh. So gross. But now there’s something else we need to address: your use of plural pronouns on your own website when you are the only person behind your website. There’s a growing trend of […]

Attention Newbie Copywriters: Your First Drafts Don’t Need to Be Perfect

A writer friend of mine was stressed to her eyeballs a couple of weeks ago, owing to a project she wasn’t sure how to tackle. She’d never done this type of writing before and wanted to make sure she got it right, naturally. Here’s what she said: It sounds like fairly straightforward stuff, and I’m trying to treat it as such, but I really am making it up as I […]

How to Write with Personality

One of the things I get asked most often is how to write with personality. Witness exhibit A. And Exhibit B: Hey Karen, I was checking out your website your personality really shines through the site. So awesome! I am pretty sure my writing style is dull as shit at this point. Your blog about regarding the need for a ‘professional’ not being necessary was inspiring. I’m really look to […]

Should You Write About Yourself in the Third Person on Your Website?

Why did you decide to write about yourself in the third person on your website? Maybe you thought it would make you sound more professional. Or perhaps like you’re a big fancy impressive company? Or, and I’m guessing this hits a little closer to home, did you just do it because everyone else does, so that must be what you’re supposed to do? Whatever your reason, I’m betting you also […]