In the world of marketing and copywriting, ‘What’s the benefit?’ is a mantra. It’s the question every service or product has to answer, in one way or another, to convince us to hand over the cash – What’s this going to do for me? Why should I care? The buzz cut queen of marketing, Naomi [...]
When I left the corporate cube to start my own business, I didn’t realise that the challenges and rewards would be as much personal as professional. In the J.O.B., when stuff got tough, I could detach. I could tell myself that I was just following the rules (do what you’re told, be happy with what [...]
Marketing, communication, business story-telling, relationship copywriting – it all comes down to this: the intersection between you and your audience. The sweet spot in the middle is where we find the essence of your business, the unadorned truth that is clear and compelling, the message that brings you into connection and conversation with your ideal [...]
When I say ‘marketing’ what comes to your mind? Manipulation? Lying? Slick advertising executives who boast they can sell ice to Eskimos? I’ve met a lot of social entrepreneurs and passion-fuelled business owners who believe marketing is inherently evil. A necessary evil, but evil nonetheless. Many lose precious time and energy caught in a crisis [...]
It drives me crazy that so many mindful entrepreneurs and service businesses have been lead to believe copywriting comes down to this choice: you can be honest and yourself and most likely struggle to make sales OR you can use high pressure hype and sleazy sales tricks to make lots of money (even if it [...]
