Although it might feel like sky-diving without a parachute, there are times when you have to write without keywords I’m back to writing headlines again. Pure standalone advertising headlines. The type that trigger people – hopefully in the right way. We all know the process: you get the briefing, absorb the background info, subscribe to […]
Author: Michael Leahy
Make every list a sales pitch
A lot of my work involves reading and sometimes collating other people’s words. I’ve become very picky about the weak spots in most people’s copywriting. And you should too. You’re paying, after all. One of the most effective ways to beef up a written presentation is to use lists, as they force you to digest […]
Content Marketing: generating ideas
Content marketing is not a new concept, per se. For decades copywriters have been feeding off material produced internally by companies. But it has taken on a life of its own now for a number of good reasons. it is a great way to give a precise and rounded idea of who you are and […]
Advertising in times of crisis
Remember all those lovely things you wrote in your brand mission? Now’s a good time to show the world that you meant them.
Whose website is this anyway? Hint: not yours
There usually comes a time in the development of a website when the owner suddenly realises it’s not their website at all. Or to be more precise, it’s not about them – it’s actually about the reader. But wait, who’s paying for this? Why can’t I talk about the 18 months we spent re-developing a […]
Content marketing: show don’t tell
In a previous article about content marketing, I recommended that when looking for material to use, your company’s mission statement can act as a frame of reference. But talking about values can be as numbing as talking about your own kids. Many people have kids and are less interested in yours than their own. So […]
Ever try to throw a book away?
Are books the queen of content marketing? Seriously, have you ever tried to throw a book away? Tough, isn’t it? It’s something about our education, perhaps. There’s always a pang of guilt. “I really shouldn’t be doing this…” And we only think of throwing them away because the thing has been lying around in full […]
Look inside for content marketing ideas
Content marketing is still high on everyone’s agenda. The trick is to generate content that actually means something to readers and potential customers. There is always a temptation to look outside the company for content marketing ideas. But there are also great sources for ideas right inside your daily operations. I’m sure you have sat […]