Copywriters like us don’t lie.

Marketers lie

About 5 years into my career as a copywriter I was working on a campaign for a client in the pharmaceutical industry.

The product I was being asked to write about was a hospital analgesic – a painkiller for dealing with severe pain in a hospital setting.

The trouble was, when I looked through all the clinical studies for that product, I couldn’t find any evidence that it was effective as a painkiller.

In fact – and I remember this after almost 30 years – the best I could find was a statement that described the product as “slightly more effective than placebo, but not significantly so”.

Read moreCopywriters like us don’t lie.

Honest conversation builds true customer loyalty.

Honest conversations in marketing

A short while back I was listening to a couple of colleagues discussing customer loyalty.

They more or less agreed that when a customer has made two or more purchases from a company, it would be reasonable to tag them as being loyal.

I don’t agree.

Read moreHonest conversation builds true customer loyalty.

Use a single, conversational voice across all digital media.

Isn’t it a little odd that we try to communicate with our audiences in so many different voices?

Many companies – and the writers who work with them – seem to struggle when it comes to finding a single, consistent voice for their websites.

For example, a company’s homepage might be written in a fairly cautious, descriptive tone.

Their About page may feel even more formal and corporate.

Meanwhile their sales pages are much louder and pushier, written in a voice that would be better suited to old-school, broadcast media like TV and radio.

Read moreUse a single, conversational voice across all digital media.