We switched to EON last year. I’ve been really impressed by their direct marketing in general – and their copywriting in particular. Their website is written beautifully in perfect plain english. Their tone of voice is full of personality. In fact everything they’ve sent so far, whether by email or snail mail, has been a triumph in rock solid customer communications. What’s so [...]
It’s always risky to rely on spellcheckers because they don’t take context into account. There’s a great story in the news this week about an Aussie cook book in which one recipe asked readers to add freshly ground black people. Obviously it was an innocent mistake. They meant black pepper. But these are strange times, and political correctness is king. As it happens [...]
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 [...]
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 [...]
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 [...]