March 16, 2015 § Leave a comment
Been doin’ some long writing for Yell recently. It’s a fantastic outlet for the things that simmer in the back of my head 24/7.
Business buzzwords to banish from your website copy
Oooooh, this was therapeutic. I’ve battled for years against banal copywriting: the ‘comprehensive range of solutions’ of this world. We’ve seen it all before, we weren’t convinced then – what else you got?
How to find your tone of voice
An ode to tone. I love talking about this, which you could probably guess form the length of the thing. It’s a subject of many layers and tunnels. And it’s so completely personal that it’s hard to say what’s right and what’s wrong. A wonderful topic, in other words.
January 19, 2015 § Leave a comment
This week’s Knowledge Centre post is about using classic storytelling archetypes to write about your business.
There’s the Rags to Riches plot, Overcoming the Monster, The Quest…all good storylines to follow, even for the most supposedly boring of B2Bs.
January 12, 2015 § Leave a comment
Did another one. This post is about how amazing data is for writing amazing content. Numbers, blah. BUT: the only way to write content that is just oh so perfect for your target audience is to look at the numbers.
Before, to tell you what they liked in the past. And after, to tell you if you got it right this time.
Go see >.
January 8, 2015 § Leave a comment
How nice, another two blogs for Yell’s Knowledge Centre. It’s so weird seeing my stuff on there. I have used up hours of my life correcting Knowledge Center to Knowledge Centre and vice versa for US/UK application.
So, we have one on the anatomy of a blog post – the individual pieces that make up a nice structure to keep things tidy and easy to scan. I liked this one because the idea of a blog post structure as a head-to-toe body actually fitted quite neatly.
And the other is about testing web copy. I use Hemingwayapp.com and Wordcounter.net all the time (mainly for geeky thrills) and I do find it keeps copy in line, especially for things like reading age and highlighting naughty adverbs.
Take a look – they’re not boring I promise.
December 22, 2014 § Leave a comment
Well hey – look at this!
That’s right. It’s quite a lot weird, but I’m back to blogging for hibu – I mean Yell – seven months after promising to never darken their doorway again.
As someone who often writes an essay on a subject they’ve randomly Googled, this is a very useful place for me to put that stuff. My first is about how to make your blogs look nice without spending LOOOOADS of money on stock imagery.