Property Copywriting at Quarter 3, 2016

Property Copywriting at Quarter 3, 2016

Prophets of Doom still stalk the Land of Opportunity. As yet, the lights are still off and prospects for the post-Brexit property sector are uncertain. UK copywriters are holding their breath! This is all a great pity. When you consider that private housebuilding is worth an estimated £30 billion per year to the British economy, any further shocks could leave a big sinkhole in pro-Brexit expectations. At Nationwide, the country’s biggest building society, the jury is out regarding near-term prospects for the housing market. By the time you read this, the Bank of England may have reduced interest rates and reverted to Quantitative Easing. To keep the house-building show on the road – and the estimated 250,000 jobs that depend on its success – it may be that local authorities and housing associations will need to pick up the baton. If not, recession could be just that little bit nearer. Interest rates will be rock bottom of course, and fixed-term mortgages will be tempting for those in secure employment – and with a big, fat deposit. Who knows whether house prices will remain stubbornly high?   A confusing picture In London, the rate of price increases is slowing – and not before time. For the rest of the country, ripples from the London market will probably arrive within a few months. For first-time buyers, this is good news. For investors and others, probably less so. Rightmove, the online property portal, has suggested we should all hold our nerve: ‘Worries of a slowing UK housing market and potential closure of estate agents are overdone,’ they say. It looks like we’ll... Read more...
Copywriting – The Champion of Change

Copywriting – The Champion of Change

‘Change’ is the word on everyone’s lips at the moment. You’ll probably hear it whispered in the same breath as Brexit. The good news is: business will always adapt to economic change – and, as the handmaiden of marketing, copywriting will never be far behind. For copywriters, ‘change’ is a way of life. First came the Internet; then Google; then SEO. All of these changes, and more, transformed the world of copywriting in little more than a decade. In this context, Brexit is little more than a blip. Dare it be said: the word ‘opportunity’ has even been heard in some quarters!   ‘Opportunity’ Is The Brexit Keyword The enforced changes we all have to face in the post-Brexit era will bring new and unexpected opportunities for those who are ready to exploit them. In the world of business, that means new and improved marketing. In the world of marketing, it means persuasive copywriting, inviting content and innovative channels that will best bring piggy to market. Bear in mind that this is a new scenario where consumers’ pockets could well be raided by a depleted pound, rising inflation and a receding economy. With a little judicious aforethought, however, copywriting will stand out as the most flexible tool for achieving marketing success. New opportunities exist in new markets. For existing customers, fresh approaches can be devised to out-strip the competition. Anyone who runs or manages a business will be on the lookout for OPPORTUNITY. And although the dust has far from settled on the UK’s rapidly evolving political and economic landscape, those who are prepared to take measured risks will... Read more...
SEO Copywriting and the Alchemy of Linking Inking

SEO Copywriting and the Alchemy of Linking Inking

SEO Copywriting is corporate gold dust whose off-page incarnation relies for its efficacy on various shades of link building – planned or opportunistic. Either way, it’s been given greater impetus and recognition by the rise of Content Marketing.  SEO Copywriting of the off-page variety can be seen as part of the Content Marketing phenomenon. Of course, Content Marketing is about much more than SEO. It is, in fact, an end in itself that goes way beyond the narrow (albeit valuable) confines of aspiring to be top dog on Google’s SERPs (Search Engine Results Pages). Some would say that Content Marketing has given SEO a certain respectability it had lacked hitherto. By association, SEO Copywriting has benefited from the broad strategic scope of Content Marketing with its emphasis on the twin pillars of quality and authority.    Exploring the Interface   In exploring the interface between Content Marketing and SEO, the obvious questions are about how far they’re complementary, or whether they operate largely independently of each other? Without ‘content’, off-page SEO would not exist. Likewise, any editorial planning must always have an element of SEO at the heart of its strategic plan (notwithstanding other significant non-SEO benefits). ‘Content’ at its best should be part of a coherent SEO strategy. Call it old-fashioned integrated marketing if you will, but even Google acknowledges the validity of having a consistent theme running through all pieces of content. Without substance, ‘content’ can never amount to anything. And without a theme to the substance, the search engine has nothing to evaluate on behalf of its content-hungry searchers. Where ‘content’ has its own standalone validity is... Read more...
Notable Copywriters – Elmer Wheeler

Notable Copywriters – Elmer Wheeler

Whilst he may not fit the conventional ‘copywriter’ mould, Elmer Wheeler was nevertheless a hugely influential figure – a pioneer of persuasive writing. Wheeler’s great innovation was to establish the ‘Testing Institute’ in New York City. This was where he tested many thousands of words and sentences used by American advertisers in the Great Depression era. From this mine of information, he synthesized his five great principles of selling, the most famous of which is ‘Don’t sell the steak – sell the sizzle.’ His powerful insights (‘Wheelerpoints’ as they became known) found their way into his landmark book on selling, ‘Tested Sentences That Sell’, first published in 1937. Wheeler’s book remains the key reference point for advertisers and copywriters who want to tap into his tried and tested techniques that identified how language – and especially the written word – can be used to commercial... Read more...
‘To Google’ – With Love

‘To Google’ – With Love

Why is everyone so critical of Google? Is it because the company is too big for its boots? Is there a niggling feeling that maybe they’re abusing their monopoly power? The truth is: it’s probably neither. A company that can become a household name across the world in less than 20 years must be doing something right. ‘To Google’ is now a verb for goodness sake! Google has joined the likes of Hoover, Photoshop, Superglue and Velcro where the brand has become a verb. ‘Googling’ is synonymous with using the search engine to solve all your problems. No other company comes close – not even Bing/Microsoft/Yahoo!   AdWords and SEO Collide  So why do so many people want to take a pop at this online behemoth? After all, there are plenty of dynamic companies who monopolise their niches without attracting the same levels of opprobrium as Google. Steve Jobs’ Apple or Richard Branson’s Virgin are two examples that spring to mind. Could it be that Google is a victim of its own ingenuity? No-one could deny that its AdWords cash-cow is a fiendishly clever concept. And it somehow seems churlish to complain that SEO has been made overly difficult for marketing professionals when the system of online organic ranking of website pages is free-at-point-of-entry anyway. What many people forget is that Google has achieved its phenomenal success by doing what every business sets out to do: namely, to provide its customers with the best service possible.   No Such Thing as a Free Lunch!  As a search engine, Google’s primary responsibility is to make sure its search results provide... Read more...