copywriter

Words to make travel dreams come true

Copywriting for the travel industry The travel industry is always great fun to write for, using evocative language to persuade people to make their travel dreams come true.  Whether it’s describing a luxurious trip of a lifetime or convincing them to buy travel insurance, there’s plenty of material to work ... Read more

A lesson in education copywriting

Beautifully crafted brochures espousing core values, state-of-the-art videos produced to capture the essence of the place, laborious funding applications, eye-catching websites, cleverly written adverts … the world of education today is a far cry from the schools many of us attended. From nurseries to universities, the sector has an imperative ... Read more

Copywriting for Financial Services Industry

Or how to turn dull words into something interesting! Financial services and insurance – I’m not out to offend here but, let’s face it, it’s not something that sends shivers of excitement down many people. Through no fault of its own, the industry sells products that customers are either obliged ... Read more

You talkin’ to me?

Adjusting your writing style for your audience Who are you talking to when you’re putting together your marketing brochure or writing a piece for your website? Have you got a clear idea of who your target audience is for your business? Before you start any piece of writing, think: “Who do ... Read more

Should I use a freelance copywriter?

You need to write your latest brochure / website content / newsletter / press release / video script (delete as appropriate) and you are facing the question: should I do it myself or bring in an expert? Why should you pay someone else to write about your company when, after ... Read more

Thatcher’s assassin and the power of words

Reading this weekend’s obituaries of Geoffrey Howe it is clear how he will be remembered best ­– as “Thatcher’s assassin.” Once Margaret Thatcher’s close Cabinet ally, he turned on her in a resignation speech famous for its deadly venom. I was a political editor at Westminster in 1990, and I ... Read more
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