Copywriting Blog – Manchester, UK


Insights into the ever-changing world of digital

and offline marketing…


If you like what you see amongst this eclectic collection of blog posts – and you’d like me to write something similar for YOUR industry or company – please give me a call.

Writing blogs can do great things for your SEO by enabling people to share your content across multiple social media platforms – Twitter, Facebook, Google+, LinkedIn and the rest.

Blogs also reach out to real-world readers who may be impressed enough with your content to want to enquire about doing business with you.

They can also form the basis of your content marketing strategy, which is very much Google’s flavour-of-the-month right now.  This is especially important if you’re looking to improve your search engine rankings – and  who isn’t!

To find out more, contact me, Mike Beeson, for an informal, no-obligation chat.  I look forward to hearing from you.  In the meantime, I hope you continue to enjoy reading Buzzwords’ copywriting blog.

‘To Google’ – With Love

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.

Integrated Marketing and The Endless Echoes of Mad Men

In case you hadn’t noticed, ‘integrated marketing’ has come full circle. Back in the day, when Mad Men roamed Madison Avenue and TV advertising was the new kid on the block, everyone wanted a slice of the marketing action. In late-1950s Britain, television sets in everyone’s living room marked the end of post-war austerity and, with it, the beginnings of an affluent consumerist society that continued throughout the 1960s and on into the present day. TV advertising was a powerful tool of mass communication that eclipsed print media, direct marketing and PR almost overnight, particularly among those with bigger budgets. It’s often said that history repeats itself. That would certainly seem to be the case with integrated marketing. To get a handle on the historical perspective of it all, you need to compare the Mad Men era and the arrival of TV advertising with the emergence in our own era of Internet marketing and Google. Both of these phenomena transformed marketing as it was known hitherto – and both ended with an aftermath of integrated marketing that sought to make sense of a new and dominant marketing force. The underlying driver on both occasions was the realisation that we shouldn’t risk throwing the baby out with the bath water.   In The 1960s… TV advertising in the 50s and 60s was a potent and entertaining medium with the power to engage and persuade like nothing that had gone before. Or was it? Apart from being incredibly expensive, TV advertising in 1960s Britain had a limited platform of only one commercial TV station. Even if your company could afford it,...

Travel Copywriting for All-inclusive Holidays

  Does anyone really care whether all-inclusive holidays come with a bag-full of issues?  Or is it simply the case that you either love ’em or hate ’em?  For copywriters who are involved with the marketing of ‘all-inclusives’, these are real challenges that mean you’re starting off on the wrong foot.  In short, the issues focus on the perception that these ‘sunshine centres’ are in some way down-market (even though most are in fantastic locations with amazing facilities). There is also the claim that all-inclusive holidays drain the local economy of much-needed tourist revenue (because everything ‘touristic’ goes on behind the tour operator’s closed doors). Again, this is debatable because hotels of every type – in every location – tend to be self-contained, with a range of services that will maximise their income.   Overcoming Misconceptions Given that certain people view all-inclusives with a jaundiced eye, how can copywriters overcome these points of prejudice? As with all copywriting projects, it’s important to ‘get under the skin’ of your prospects.  It is of course difficult when someone doesn’t like the idea of being part of a large group where they feel their individuality has been compromised in some way. It’s even more difficult when someone takes the snobbish view that they’re likely to be rubbing shoulders with the ‘wrong sort’ (similar to the way British holiday camps such as Butlin’s and Pontin’s were viewed in the post-war period). It’s clear that all-inclusives have their own set of marketing challenges to overcome.  A travel copywriter’s superlatives and honeyed USPs will fall some way short of the mark. In common with all...

Debt – The Silent Assassin

  “History is splattered with the broken dreams of debtors.  Debt kills hope, invites despair, anxiety and ongoing hardship.  Silently.”    The Victorians punished debt.  Today, debt is a way of life for millions.  It’s well hidden – but scratch the surface and see what you get… Debt isn’t always about greed, or naïveté – or even crass stupidity.  It can be about misfortune, ill health, bad luck, bad timing – call them ‘hard luck stories’ if you will. Debt shatters lives.  In the old days, harsh punishments were meted out, in part to humiliate, but also to deter others who may have had the temerity to dice with the dangers of LSD (pound, shillings and pence, that is). Debt Is Punishing Anyone who’s been in serious debt will know that the anxieties and animosities it generates are punishment enough in themselves.  In today’s world, loan sharks take no prisoners; payday loan companies (until the Financial Conduct Authority stepped in recently) added insult to injury by compounding the interest on small debts to unmanageable levels; whilst credit card companies and their ilk have an awesome array of legal options to make a ‘pinned-out rat’ of anyone who transgresses. In the old days, people like Oscar Wilde were thrown into debtors’ prison.  Others, for a variety of reasons, ended up in the workhouse, grim Victorian institutions that gave fulsome meaning to having to ‘sing for your supper’. Members of today’s ‘Benefit Street’ underclass don’t know they’re born.  State beneficence – misguided or not – ensures that the original ‘safety net’ of the ‘cradle-to-grave’ Welfare State and the post-war Bevan era...


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