Manchester – Just Another UK Property Tale?

Manchester – Just Another UK Property Tale?

  The news that property ‘ownership’ in the Manchester area has slumped to ever-new levels isn’t just bad news for first-time buyers. It’s also bad news for all right-minded people who hope that the UK economy will one day shrug off its imbalances and head towards what Theresa May has declared will be a society that’s equal for everyone. Maybe we should ponder the statistics of so-called ‘ownership’ a little more carefully. The term refers for the most part to those with a mortgage (whose homes are effectively ‘owned’ by their bank or building society). Those who own their homes outright are in the minority. Since the financial crisis of 2009, mortgages have been more difficult to come by, and especially so for would-be first-time buyers. In addition, house prices across much of the country (and particularly in cities) are now hopelessly out of kilter with incomes. For some, even saving for a 5% deposit (for a 95% mortgage) is a massive ask. This is especially the case where most of their income is swallowed up by rent. Apologists for the burgeoning buy-to-let private landlord sector blame high house prices for high rents.   In fairness, what they’re saying is that there aren’t enough houses being built to meet demand – hence the spiraling house prices that show no signs of abating. Even in the post-Brexit era of ultra-low interest rates, the stumbling block for most young people hoping to hop onto the housing ladder is raising the deposit. Despite various government-backed schemes to help first-time buyers, high house prices are still locking out a whole generation of buyers. The... Read more...
Brochure Copywriters Say It With Sales

Brochure Copywriters Say It With Sales

There are probably as many different ways of writing brochures as there are brochure formats. For  brochure copywriters, this could be a little daunting – until you bear in mind that there are several useful copywriting principles that can and should be followed. Let’s start with the front cover. This is arguably the most important page in any brochure; whatever its format; and no matter how many pages are involved. Obviously, a brochure must be pleasing on the eye – not necessarily eye-catching in its design, but certainly smart and stylish enough to demand you lift it and read on!   So is the front page all about the design? Or are there other elements that should be considered? The answer is that copywriting in its purest sense should be involved. That is to say, the copywriter must come up with a headline that complements the visual. It goes without saying that the creative concept should be one hundred per cent relevant to the product or service being sold. Notice the word ‘sold’. A brochure is very much a sales document – an opportunity for a copywriter to champion the virtues of their client’s brand, business, product or service. A creative concept that doesn’t ‘sell’ is totally worthless – no matter how clever the headline and no matter how appealing the design, photography or illustration.   The Importance of Internal Pages A skilful brochure copywriter will carry forward the underlying sales message into the inside pages of the brochure. It should in fact be the copywriter’s sole and major responsibility to make sure that there’s a consistency to the... Read more...