If you win business via competitive bids, you’ll know that the bidding landscape and process is changing. I could reel off a bunch of stats to demonstrate the point, but you already know: you’ve experienced the turning tide first-hand. Does the traditional approach to pursuing and winning bids still work in this new era?  

The evidence suggests not, with those companies that have accepted...

Business to Business (B2B) marketers have dedicated more and more of their marketing time and budget to social media marketing over the years, and no one would question the fact that having a strong social media presence is anything less than mandatory.

However, this does not mean that any company should blindly pour most of their efforts into social media without knowing what exactly what effects i...

Many companies simply don’t have a clear idea of what their value proposition really is, let alone how to create one that captivates their target audience.

A value proposition is, according to Wikipedia, “the promise of value to be delivered and the belief from the customer that value will be experienced”. 

It’s not just a feature of your brand campaign, such as a tag line – a value proposition...

The most important part of any sales copy is undoubtedly the start. It is where you hook your reader in, plant some keywords for SEO, and put forward your proposition. Most readers will have decided whether or not to read an entire copy within the first paragraph and so, while the main section of content and calls to action are important, the start of your copy acts as a gateway to readers continui...

Whatever you are using your web copy for, the difference of a few words can often make the difference of hundreds of percent in response rates. I’ll leave you to do the maths.

There are often many things a professional copywriter is doing that you might miss by attempting to go it alone, so we have put together these top tips to help you avoid common mistakes:

1. Put yourself in your clients’ shoes....

In terms of content, keywords are the essential ingredient in any web copy, from websites to blogs. Keywords help prove to search engines that your content is relevant to customers searching with you keywords. The insertion of keywords in your web content is not, unlike other aspects of copy writing, an art, but a carefully studied science.

Keyword Targeting

You must target a small set of specif...