Defining your target audience: Gaffers, best boy and grips

Posted by on Feb 20, 2018 in Blog, Marketing | 0 comments

I like to believe I’m a copywriter who understands my client’s industry and business, but what exactly is the difference between a gaffer and a best boy? Fortunately film critic, Antonia Quirke has made a series for BBC Radio 4 – Quirke’s Cast and Crew, where she explains who does what in the film industry. In the first episode, Gaffer & Best Boy, she talks to members of the film crew responsible for all things electrical. He who controls...

Read More

How to write winning award entries

Posted by on Oct 25, 2017 in Blog, Front page, Marketing | 0 comments

Ever wondered how a product gets to be awarded ‘the world’s best’? It’s not a level playing field – yes, each product has an equal chance of winning. But not every product is going to enter, and the common mistake we all make is focusing on competition that isn’t even there. Most businesses aren’t doing anything to win awards, so they’re not competing with you. They are run by business owners who too busy honing their sales techniques or...

Read More

When marketing automation goes bad

Posted by on Aug 17, 2017 in Blog, Front page, Marketing | 0 comments

Online reviews from happy customers are a great way to win more business. Marketing automation can help you, by sending emails to ask for feedback. But while automation can save you time, you also don’t want to make these mistakes. Today, The Body Shop UK sent me this email: Immediately I was suspicious – it looked like a scam email, the business name wasn’t simply the Body Shop. Learning point: Use a sender email address that’s consistent with...

Read More

Marketing to Millennials

Posted by on Dec 30, 2015 in Blog, Marketing | 0 comments

As we look to the New Year, Millennials feature heavily in many of the predictions for 2016. I’m exhausted by the constant claim that the Net Generation, those born between 1980 and 2000, will change how we do business. Forever. Sometimes I sit and wonder, what the reality is behind the hype. For example, we’re always being told that Millennials are digital natives with no concerns about privacy. But don’t confuse a willingness to express...

Read More

How to market your book before publication

Posted by on Nov 2, 2015 in Blog, Marketing, Print, Self-publishing, Writing style | 0 comments

Here’s my advice for marketing your book, possibly even before you’ve written it. Most people are not just writing a book. Do you have the luxury of writing full time and getting paid for it? As an expert writer or knowledge specialist, you’ll most likely be writing as a side project. Recently I attended a talk by a consultant who has a firmly established reputation. He wasn’t a professional speaker, but casually mentioned ‘by the way, this...

Read More

Why you need to write your contributor bio, profile or byline

Posted by on Dec 9, 2014 in Blog, Communication, Content, Editing, Marketing, Print | 0 comments

Remember that man in overalls sweeping the floor of the Space Center at Cape Canaveral, who, when asked by JF Kennedy ‘What do you do here?’ replied: ‘Mr President, I’m helping put a man on the moon’? The point was he didn’t say, ‘I just come in and sweep the floor’. Then there’s the story of the man cutting stone for the construction of St Paul’s Cathedral, who when asked the same question by Sir Christopher Wren, told him: ‘‘I’m helping Sir...

Read More

Created by The Nth Degree Marketing & Design, Edinburgh