If you’re emailing B2B you don’t need to ask people to opt in. But it’s best practice to include an opt out.
Email opt outs are usually negative, which is probably why most marketers prefer to make them as unobtrusive as possible.
Because people tend to respond very well to honesty and transparency, I prefer to give email opt out text fair prominence. And I like to make it positive. That way it reinforces the brand I’m [...]
Your website needs a spring clean. So where do you start?
If the task seems daunting, not to worry. Here’s your top three key actions.
1. Research and identify your business’s primary and secondary keywords and key phrases using free online resources like the Google Adwords tool. Why? Because there’s very little point writing new copy without taking keywords and phrases into account. [...]
Here’s a few common sense guidelines about using US English versus UK English
it sounds glaringly obvious but if you have a dotcodotuk site use UK English. And if your site is mainly US-focused, use American English
if it isn’t immediately obvious where your visitors and customers come from, find out from your webstats and write for the majority
What if you’re global?
If your customers live all [...]
Terms & Conditions can be a genuine force for commercial good… as long as they’re written with your customers in mind.
T&C are almost always legal gobbledegook, often lifted wholesale from a template. From a communications perspective they’re criminally poor.
Which is a shame. Every communication is an opportunity to promote your business. In a world packed solid with dodgy dealers, positive, honest, transparent Terms & Conditions can be powerful marketing [...]
Caveats are insidious. Don’t let them take over your sales message.
It is best to avoid caveats altogether. Why?
caveats interfere with your sales proposition
reading is a challenge because your flow is constantly interrupted by irritating little swords and asterisks
caveats make you sound negative
and, contrarily, they make you seem less trustworthy
Is it possible to avoid caveats altogether?
Yes. It’s easy. Turn them into positives instead. Make them earn their keep. Here’s [...]