Category Marketing

Online Marketing – Doing a John Terry

Anyone watching the Europa League Final on TV last night will have been impressed by the last-gasp winner scored by Chelsea. Far less impressive however was the trophy presentation after the match. As you would expect, the entire Chelsea squad filed past the assembled dignitaries, collected their winners’ medals and lifted the cup. But what you may not expect was John Terry’s quick costume change at the final whistle.

Having been sidelined with an injury, John Terry failed to make even the substitutes bench for the Cup Final. He was therefore sat in the Chelsea technical area in suit and tie watching the match, effectively just another spectator. However after Ivanovic’s winning goal, Terry felt the need to change into his playing kit (complete with shinpads) to collect his medal.


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Copywriting tip – What the hell is a “Eurorealist”*?

During an interview with Radio 4 this morning, Minister without Portfolio Ken Clarke decided to drop a new word into the public conscious – eurorealist*. Despite existing in some limited circles since the middle of the last decade, eurorealist has yet to gain much traction and is certainly not yet in common usage (a quick Google reveals less than 250,000 matches).

A picture of Ken Clarke whose use of the term eurorealist presents a copywriting problem

Ken Clarke is a eurorealist apparently. Whatever one of those is.

The eurorealist example raises an important issue for businesses preparing to employ a professional copywriter. Should your web content be packed with up-to-the-minute wording?

When should you use “new” words in your copywriting?

In some circumstances, particularly when technology is involved, the introduction of new words is essential...

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2 stats for copywriting for a great marketing email

Social media might be the “in” marketing technique, but when it comes to B2C sales, email marketing remains the most effective medium. According to research from the IAB, 88% of consumers regard email as an important communication tool and 85% of respondents saying they check their email every day.

Picture of a man trying to slingshot an envelope

Using these 2 key statistics, you can help ensure your emails hit their target

Which is why so many of the world’s largest brands make such an effort to keep customers “warm” using email. So what can you steal from the big boys’ playbook to put to good use as you copywrite your own email marketing campaigns?

Getting your email copy right

Getting your customer to actually open your email is something of a challenge, but there are a few further insights from the IAB research which can help:

  • 70% o...
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Competitive Copywriting – Comparison

If you have decided that neither Denial nor Assassination are copywriting techniques you want to employ for your business, how about Comparison? By comparing your products to those of your competitors you can demonstrate on a point-by-point basis why yours is better. Or so the theory goes.

A picture comparing humans to dinosaurs in height

As cool as dinosaurs are, you should ensure your copy compares like-for-like to give maximum benefit to your readers


The best way to use comparison in your web copy is usually via a simplified table of key functions or benefits with your version directly compared against the competition’s equivalent...

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Competitive Copywriting – Assassination

So you know your business has competitors offering products and services similar to yours, but have decided outright denial is not the best approach for your own copywriting efforts. How about Assassination then?

Picture of a soldier aiming through the crosshairs

Assassination-style copywriting – Is your competitor in the crosshairs?


Perhaps one of the most direct and aggressive copywriting techniques, Assassination attempts to destroy the reputation of competitors and their products. Typically this would involve writing articles designed to highlight product defects (real or perceived) and attempt to instill fear in the reader that purchasing a rival product will negatively impact their life or business. The following observations tend to hold true when it comes to this form of marketing content:

  • Articles “name and shame” s...
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