Posts in Copywriting

Four key traits of ‘human’ brands

As the year draws to a close, talk naturally turns to what the biggest trends of 2018 will be. Will AI dominate? Is personalisation yet again going to take centre stage?

Interestingly, it seems the one thing consumers will look for in the year ahead is a brand that sounds exactly like they do. In other words, emotional intelligence – i.e. the ability to empathise and engage like a human – will become the biggest consumer expectation of all.

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Four simple tips to make boring copy more exciting

Certain brands are born to sound sexy. Take Burberry, for instance, and Mercedes-Benz and Apple - these brands sell luxury products with such slick and alluring design that they almost sell themselves.

But what if your product is far less appealing?

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Four examples of persuasive packaging copy

We often talk about online copywriting here on the blog. From product descriptions to SEO-friendly headlines – it’s easy to focus on how brands use words to draw in digital shoppers.

But what about copy in a real-life context? 

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Emojis in email subject lines: smiley face, or smiley poop?

Emojis are in lots of subject lines these days. But do they work?

We get asked this question all the time. Here’s what we learned about emojis by looking at >1.5m subject lines.

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How five charities convey purpose through tone of voice

Copywriting is an important consideration for marketers in all industries, but never more so than in the charity sector.

Not only are words used to persuade (i.e. to drive fundraising and donations) but they’re also used to inform, educate, and simply comfort people in need.

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How to score more leads with the B2B messaging equation

Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.

To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world's largest B2B enterprises.

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Eight examples of top-notch copywriting from travel brands

The travel industry can be guilty of using a cliché or two.

From ‘hidden gem’ to ‘melting pot’, it’s understandably difficult to stay away from bog-standard vernacular when writing about the same places as every other travel brand out there. 

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Six ways brand marketers can bring the funny without being cringeworthy

People like stuff that makes them laugh, according to a new study of one person (me).

Laughing was found to be conducive to feelings of wellbeing, and the providers of that laughter were likely to be viewed with feelings of positivity and even warmth. Fact. 

We don’t need to cite a load of research to know that, in marketing as in life, humour works. It makes us feel good, it makes people more attractive, it lightens our day; hell, sometimes it even gets people to share content by brands.

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vw camper

Three ways language can affect conversion rates on travel sites

From cheap flights to positive reviews - there are a number of obvious factors that can influence whether or not someone books a trip online.

One thing that might not spring to mind is the language used by the travel brand in question.

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testimonial

Dodgy testimonials might get your agency's AdWords account suspended

Marketing agencies and martech providers need to be careful with product or service testimonials on their website landing pages.

If these businesses don't exercise caution, Google may suspend their AdWords account.

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What makes an effective brand slogan?

Rimmel is known for its famous tagline, “get the London look”.

However, as part of a recent re-positioning, it is now encouraging consumers to “live the London look” instead.

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Four food brands with delicious copywriting

They say that most people eat with their eyes, which is why food brands tend to rely on high quality imagery and design to sell their products. 

While they are tricky to get right, words can be just as important, with the most successful examples triggering both an emotional response and a physical craving.

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