Copywriting

How to Write in a Consistent Tone of Voice When Your Mood Changes ALL THE GOD DAMN 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 Fucking Up 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 […]

Your Specialist Niche Isn’t Enough: How to Become the ONLY Choice

If you’ve done any research into building a business at all, you’ll know all about the importance of – *shudder* – niching down. In this progressively tighter-packed sardine tin we like to call the internet, everyone screams about the importance of ‘niching down’ and ‘standing out’ and ‘being different’. And this is true to an extent. Those things are important. But they are not ALL you need. You could have […]

How I Persuaded a Cheapskate Client to Pay Me More Than Double

Three years ago, when I was still a new freelance writer, I found a potential new client. Most of my clients at that point were people who wanted SEO articles. This woman ended up being one of my first ever copywriting clients. She wanted the content for two websites rewriting, both of which offered the same services but with different branding. She wanted 16 pages for each website. What the […]

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 […]

How NOT to Open Your Website

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 fucking 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 […]

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?

So, exactly why did you decide to write about yourself in the third person on your website? Did you think it would make you sound more professional? Like you’re a big fancy impressive company? Or did you just do it because everyone did and ‘that’s just how it’s done’? Whatever your reason, I’m betting you also thought, ‘Damn this feels weird. Do I sound like a twat? I’m pretty sure […]