How to avoid a £9 million copy mistake

What is the letter s worth? About £9 million according to recent news. That’s how much Companies House has to pay out to settle a law suit. Apparently the government agency mistook Taylor and Sons, a previously financially-sound, 124-year-old Cardiff company, for Taylor and Son, a firm that ceased to trade six years ago. The […]

How well do you know your audience?

As good marketers and their agencies know, there are two essential bits of information copywriters need before starting work: 1.        A description of the people we’re selling to (your audience or market) 2.        What needs to be said to those people (your proposition) Pretty basic, you say? Well you’d be surprised by a lot of […]

Why can’t B2B be more like B2C?

Think of a consumer ad campaign, current or past, that you like or maybe even love. Easy, isn’t it? Now think of a business-to-business one you have similar positive feelings about. That’s harder, wouldn’t you say? Apart from IBM campaigns over the years, there are few b2b brands that have made an impression on me. […]

How to give your direct mail piece a fighting chance

There’s so much talk about digital these days, you might think traditional (paper) direct mail just crawled away into a corner and died. But, like radio after TV came along, paper DM is still here. If my letterbox and workload are anything to go by, there’s still plenty of DM landing on Britain’s doormats. I […]

Four things marketers can do to make their lives easier

Ever heard of Hutchison Whampoa? It’s not the catchiest name for a brand. Especially for one that arrived late in the UK mobile phone market. So when the Hutchison Whampoa company launched a new mobile brand here, they had the good sense not to use their name. They knew they needed to stand out from […]

Could a copywriter have saved HMV, Blockbuster and other high street chains from bankruptcy?

Creatives don’t think like chartered accountants. Most of us don’t know how to run a big organisation. We don’t know what management consultants know. Even so, we can and do see things that so-called business experts don’t. Coming from outside a client’s business, we have a fresh perspective. We get to know their business and […]

Can you sell absolutely anything?

There have always been niche markets for bizarre things. Believe it or not, some people want to buy wolf urine. Apparently it’s good for warding off deer. Which is why it’s for sale on Amazon. And there are willing buyers for practically everything offered on eBay. One of its customers bought a man’s entire life […]

New work by Wild Colonial Boys

I have a creative partnership with art director Jeff Suthons, called .Wild Colonial Boys, and we’ve recently created a new campaign for brewer Daniel Thwaites’ Wainwright ale. Our work includes print and online advertising, a website and point of sale. Our campaign, like the beer, is inspired by Thwaites’ fellow Lancastrian, the fellwalker and author […]