One press release nets £22,657 worth of exposure!
Making the effort to write great press releases really is worthwhile. But, as I’ve said before, talk’s cheap. Here’s a real life Case Study to illustrate my point.
I recently wrote a release for a client, World Leaders, that resulted in a feature in London’s Metro newspaper. The Release took me a couple [...]
Never underestimate the potential of the humble postcard!
Tightly targeted direct marketing on a tiny scale can bring big benefits. Here’s a case study, one of my own campaigns.
The Brief:
Media - a traditional postcard campaign
Aim - new business acquisition
Audience - small and medium sized local businesses, new media and marketing agencies, advertising agencies, web design agencies
Offer - freelance copywriting [...]
Empathy strengthens the punch of sales messages
Your website sells insurance. But the very thought of insurance sends most people into a state of paralysed boredom.
On the other hand, knowing you’ll be compensated if some bugger nicks the contents of your house raises a more positive reaction.
What does this tell the wise communicator?
That there’s no point trying to sell insurance. The clever thing to do is to sell [...]
Jargon’s a dangerous beast unless you know how to handle it.
Used as a short cut, it clarifies your message beautifully for some groups of people. But it throws others into confusion.
It’s cool to use jargon when communicating with:
Peers and staff
Other businesses in your industry
Trade organisations and trade media
In other words, those who use the same [...]
