The secret to writing a great press release is simple: don’t. Don’t set out to write a press release. Instead, create an article – one that will grab the attention of the readership you’re targeting. If a journalist or editor picks up your press release, and immediately sees something which he knows will interest his [...]
Marketing
If you need to write compelling sales copy for any kind of marketing materials, the obvious thing to do is to turn to a professional copywriter. But if you’re starting a new business, launching a new product or offering a new service, you may not have the budget available. You may need to write your [...]
On today’s internet, hype breeds faster than rabbits on Viagra. It’s tempting to join in the clamour – shout your claims from the rooftops in a desperate attempt to be heard. There’s just one problem: only fools buy from a huckster. If you’re selling snake oil or get-rich-quick scams, you’ll likely find there are enough [...]
Branding Pirelli
Product naming for Pirelli
Pirelli is perhaps best known for tyres… and calendars. But the company also makes fibre optic cables. In fact, Pirelli makes many different types of fibre optic cable. The company needed a way to differentiate their core offerings so customers could relate to them and understand instantly the benefits they provide. The names needed to [...]
Copywriting for the launch of new Adobe software
Copywriting and advertising writing for software firm Adobe
When Adobe launched a new version of Acrobat, I was asked to write a direct mail campaign, emailers and a series of press adverts specifically targeting the designer community in the UK. Adobe also wanted to promote its capabilities in other areas – specifically workflow solutions for large enterprises. The challenge was to explain what Adobe’s [...]
Some years ago – when print still ruled the roost and the web was in its infancy – I created a name for a large printing company that in one stroke delivered the basis of an entire brand. I was one of many copywriters asked to come up with a name for a major new print [...]
The Tesco Mobile brand makes a promise – one of clear pricing and information, so that you always know where you stand. No confusion marketing here. Every word of every sentence has to keep this promise. Any lapse in clarity and precision could lose a customer’s trust. The challenge was to pack in enough information [...]
A positioning statement defines how you wish to be perceived. Once you get it right, it gives you the basis for communicating who you are and what you do. You can create one yourself by answering the following seven questions: Who are you? What business are you in? Who do you serve? What are the [...]