Why knowing your avatar is so important

h-heyerlein-199082-unsplash.jpg

Photo by h heyerlein on Unsplash

In my courses, I cover modules on knowing your avatar. No, I don't mean blue creatures from the movie of the same name!

In marketing, your avatar is a profile of your ideal client - the kind of people you want to work with, have the same shared values with, who appreciate what you do and see the value it delivers for them.

For me, my ideal avatar has to be clients who have high standards in the work they want to put out and who see themselves as...

Read more…

Ed Sheeran shows the power of an authentic brand

IMG_20190426_194457.jpg

Yesterday I went to see Ed Sheeran in concert in Singapore. It was epic to say the least.

I've been going to concerts all my life. When I lived in the UK I could see anyone I fancied as UK was always on the tour list of any band. Singapore, where I live now, not so much.

Now, in all the concerts I'd seen in the past, I measured it by the entertainment value. As Ed said last night, the sign of a good concert is that you sweat and you lose your voice through singing and screaming so much. Well,...

Read more…

How your good intentions can really piss people off

book-1524956_640.jpg

Writing letters or emails is a challenge.  If you aren't aware of that then you may be doing it all wrong. Crafting a letter or email is (or should be)  challenging. Why?

You are not there to convey the body language and facial expressions that are so crucial in communication. 

 

When your audience only has the written word to rely on, all sorts of terrible things can happen if you aren't communicating sensitively and with the reader's perspective in mind. 

Let me...

Read more…

The Copy Warrior never takes the easy road

As the Copy Warrior, my role goes beyond taking briefs and spewing out relevant copy as a paid copywriter. It’s about really taking care of my clients. Making sure that not only do they get the copy they want, but they get the copy they NEED.   It’s as much protecting their corporate reputation as creating valuable content. Over the years, I’ve had to guide clients away from inappropriate product names and embarrassing text, and help them change text to avoid saying the...

Read more…

Do your potential customers get what you do, really?

One of the most common mistakes I see businesses make in their marketing is not clearly communicating what it is they actually do and the obvious benefit that brings to their clients.

They think what is obvious to them should be obvious to EVERYBODY. But I’m here to tell you that is simply not so.

Over the Christmas holidays, I discovered an awful truth. I’ve been guilty of exactly the same thing! The Copy Warrior was losing a battle!

And I have my wonderful sister to thank for waking me up to...

Read more…

Creating an irresistible brand with one of my coaching clients

[et_pb_section bb_built="1"][et_pb_row][et_pb_column type="4_4"][et_pb_text _builder_version="3.0.94" background_layout="light"]

Creating an irresistible brand

I had a fruitful discussion with one of my coaching clients today about creating an irresistible brand. We discussed strategies to develop multiple revenue streams for her business off her brand. And it occurred to me that the information we discussed would be useful to any business owner looking to maximise revenue and expand business...

Read more…

Marketing to Gen Z – you can forget gender

[et_pb_section bb_built="1"][et_pb_row][et_pb_column type="4_4"][et_pb_text]

I’ve beenbrand writingrecently for a hospitality company marketing to Gen Z. Research into the target market brought up some really interesting facts for the project, and for me personally.

Gen Z are those who are just now entering adulthood and finding their place in the world. And it so happens to be where my kids are at.

What came up in the research, beyond Gen Z’s incredible talent for filtering information, was the...

Read more…

What is a Copy Warrior and Do You Need One?

[et_pb_section bb_built="1"][et_pb_row][et_pb_column type="4_4"][et_pb_text]

What image does the word “warrior” conjure up for you? Probably a mythological soldier type ready to go to war for what he – or she – believes he – or she- has to protect. Sword and shield in hand.

Well that’s pretty much what springs to mind for me. I’m the Copy Warrior – sword in hand (well pen or keyboard) – ready to take on the battle to ensure my clients benefit from clear, accurate copywriting that is going to...

Read more…