Category Archives: Article

7 reasons why press releases are useful

When a start-up or SME pooh-poohs the suggestion of producing a press release, I’m never that surprised. After all, by its very naming it’s got a rather specific and specialised use – a method of issuing news to the media, with the aim of generating ‘free’ publicity in return. It’s much more useful than that […]

On-page SEO. It’s all about words.

‘What’s this ‘SEO’ all about?’ asked my wife. She’d just started maintaining a small company website and ‘search engine optimisation’ had come up in conversation. ‘It’s all about words.” I replied. “Want me to explain? It’ll only take five minutes…” A good half hour later and I’d finished my ramblings. “That must have been pretty […]

So what is a copywriter?

I’ve had a number of new business enquiries since the turn of the year, which is always great. SMEs who’ve Googled ‘website writers’, ‘writer for brochure’, ‘advert writing’ etc. have happily landed on my website and called me. From those that’ve never used a copywriter before, one of the first questions I’m asked is along […]

Why case studies can’t be overlooked

Why case studies can't be overlooked

Whatever you prefer to call them: ‘customer story’, ‘application story’, ‘Use case’ etc., a case study can be a highly effective sales tool. It’s a shame then that so many SMEs still don’t integrate them into their marketing communications (marcom) plans. It’s time for a reset. For any business (particularly B2B) selling a product or […]

“By brand you mean logo right?”

No. A logo isn’t a brand (full stop) It’s just one element in a larger, more comprehensive brand identity. A brand identity guide will govern overall look and feel, how you want to be seen and recognised. It’s still not a brand though. Your brand is ultimately the result of customer perceptions and experiences; it’s […]

FAQ: Why?

FAQ

I suppose I’ve always had a slightly jaundiced view of FAQ (Frequently asked questions) pages on new company websites. I’ve often found clients have only asked that I write one because their website guy has suggested it be included as a standard 6-page package deal. Why? I ask. When a website design package is offering […]

Don’t shoot your website guys. Part 2 (Going forward)

It’s a fallacy to assume that launching a well designed, written and keyphrase optimised website will mean you’ll always rank well in search engine results. And months or years after launch, when all that great work your website guys did has all been forgotten, it’s time to blame them for a poor showing. Wrong. The […]

Make a list of your customer touchpoints

I’m not a great fan of too much business jargon, the term ‘customer touchpoint’ though I like. I’m often asked to help improve the ‘customer journey’ (sorry, jargon) and what better way to develop an effective action plan than to just sit down and think (hopefully in a fairly sequential fashion) of all the ways […]