In defence of tiny email lists “How big is your email list?” Gah! For anyone who does business online, you may as well ask for their bank balance. The shame of a number that’s anything less than 50,000! Cue full-body cringe. Everyone wants a big list. Because a bigger list means more clients and customers, […]
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Should health professionals ever offer a money-back guarantee? I had an interesting conversation with a copywriting client of mine recently, about whether they should offer their chiropractic clients a money-back guarantee if their pain or symptoms hadn’t been fixed within a set timeframe. A bold move, but is it a good idea? Should healthcare providers […]
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How to Nail Your Brand Messaging A guide to figuring out WTF to say to sell your services and programmes with ease This post was inspired by my appearance as a guest host on the Creative Hold podcast. Here, I share my process for researching and creating brand messages that tell you exactly what to […]
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How to write confidently in your own voice Have you listened to The Dropout podcast yet? I’m obsessed. Talk about the Emperor’s new clothes (or, black turtleneck, in this case). If you don’t know what I’m talking about, this is the story of Elizabeth Holmes, the Stanford dropout who became a biotech billionaire thanks to a revolutionary blood-testing […]
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Beware the curse of knowledge! (Or, how to write great health copy without bamboozling your readers) When you’re an expert in something, it’s easy to forget what beginner status feels like. You’ve read all the textbooks, bookmarked the industry leaders’ blogs, and swapped anecdotes with your fellow pros. You’ve bagged your 10,000 hours (or you’re […]
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Harness the power of bold copy for your health brand Go bold or go home. Sort of. What do a couple of burly bouncers singing nursery rhymes, an empty bucket of fried chicken, and an outdoor retailer opting out of Black Friday have in common? They’re all examples of bold copy – brands taking risks with advertising […]
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