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Copywriting Tip #13

Make your sentences pack a punch.
Don’t write -
“Give us a call to find out more”
Swap it round -
“To find out more, give us a call”


Content Management

Words - the heavy lifters of the marketing sector

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Why is copywriting the Cinderella of marketing? For too many businesses, good copy is just an afterthought.

A business owner wants a new website, he gets excited about dazzling design, gorgeous graphics, fantastic functionality.

But, he hardly gives a thought to the copy - those boring little squiggly things called words.
Of course, web design matters but the design is merely the canvas for the copy.

Don't put the cart before the horse

Make your sentences pack a punch

What do you make of these sentences?

"Start using our great new CRM system to improve your efficiency."

"Call us today to find out more."

"The directors are facing some tough decisions, if they want to sort out this mess."

Notice anything odd about them?

Avoid cliches like the plague

Don't you hate cliches?

I do.  I reckon we all do - well, at least those of us who care about using language to communicate clearly and effectively.

First off, clichés are boring.  In fact, they're so boring, that when I come across more than two or three in one piece of text, my knees ache.  But what upsets me about clichés more than anything else is that they’re a symptom of my other pet hate - laziness.


Mind the Gap

writing great content

Gaps matter - they really do.

Admit it.  When you write something, more than anything you want to keep your reader engaged.

Whether you're writing a 1,000 treatise or a note to the milkman, your aim is the same - to keep the reader with you - to the bitter end.

Jargon Buster No. 2 - ... Removing the clouds from our clients' business growth mountain

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Did you see last night's episode of  The Apprentice?  The first in the new series.  Here's what young Richard, the self-styled 'Swiss Army Knife of Business' says of his own business, The Trailblazer -

"The Trailblazer is a fully managed and implemented business growth campaign, that starts with a focussed basis to remove the clouds from our clients' business growth mountain, so they can clearly see the summit they are aiming for."

Hmmmm, Richard.

Let's think again - How about - "We help businesses grow"?



You’re writing a Sales Letter, promoting your latest filing system. So – what’s the most important thing?

'Be professional?'

Well yeeeees …. But what do you mean by ‘professional’?

'Make sure I use proper business-like words. Like this –'


Dear Mr. Jones


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It gives me no pleasure to confess that I failed my Chemistry O Level.  Yes, I know – no need to rub it in – I’m old enough to remember O Levels.  I vaguely recall being useless at valences – never understood them.  But I do have a recollection of my Periodic Table.  That list of chemical elements, represented by a letter or two. By the way – why did the letters often bear no apparent relation to the chemical itself, as in Na for Sodium? The table looks something like this image on the left.


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I am pompous and self-important – well, that’s what my wife says.
The trouble is, I fear she might be right; at least when it comes to our beloved English language.
I confess. My stomach churns when I’m subjected to another charmless change imposed upon my sweet, loveable, yet so vulnerable English language.  Whether it’s the cruel demise of ‘fewer’ or ‘uninterested’, or the heartless substitution of ‘I’m good’ for ‘I’m very well thank you’, my response is the same. I become a grumpy old curmudgeon.


THE JARGON BUSTER No. 1 - Focus on the business drivers that provide a tangible compelling reason to leverage mobility in various functions


Every now and then I come across a piece of web copy that is staggering in its communicative ineptitude.  For some reason, the perpetrator is, more often than not, from ‘across the pond’.  Why is this?  Any ideas?


I’m not sure that this is ‘proper’ blog material, but I just has to throw it in. We’re currently working on web copy for Wheelers Luxury Gifts. This company boasts a portfolio of over 25 of the world’s most aspirational gift brands. One of them happens to be Bollinger Champagne. Our research led to the following quote from erstwhile Company Chairman, Lilly Bollinger -


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