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...

Salary Surveys And The Challenge Of Change

Although some might say that interpreting the value of salary surveys is like pinning the tail on a runaway donkey, they do have real value if the survey methodology is accurate and statistically sound.    In other words, salary surveys can provide astonishingly useful data for both in-house HR professionals and consultancies where like-for-like sector comparisons are made year-on-year. It’s worth bearing in mind, however, that HR is an organic entity where so many external variables can impact on even the most meticulously scientific survey.   To name but a few: we have changes in local and national economic conditions; overseas’ competition; technological developments and structural shifts within sectors and industries.  All of these may skew the comparative results and demand an element of caution in their interpretation. What the results show  Assuming that the salary survey findings are based on statistically significant sample sizes, the results can have sector-wide significance that can be extrapolated in various ways.  The data can certainly form a basis for qualitative analysis from which meaningful conclusions can be drawn. In many cases, the findings will be unremarkable and reflect very little year-on-year change.  The usefulness of salary surveys can be to provide empirical (as opposed to anecdotal) evidence of real change, especially with regard to salary inflation and skills shortages in specific sectors. This data can forewarn HR professionals of future sector changes or confirm a trend which was beginning to emerge in localised data.  Most importantly, the findings of salary surveys will draw attention to where and why salary inflation is occurring, and what can be done to effect a market correction by going some... Read more...
Six Ways A Recruitment Copywriter Can Help You Win New Clients

Six Ways A Recruitment Copywriter Can Help You Win New Clients

Recruitment consultants will be only too aware that an experienced recruitment copywriter can play a major role in their marketing success.    With a certain amount of experience, you’ll be confident in your ability to write those killer ads that attract high quality applicants. And yet… how confident are you in your ability to cast your net wider and use integrated marketing techniques to bring in high quality clients?  This is a marketing challenge of a different order requiring more than a modicum of strategic thinking.  It involves standing back from the fray and coming up with a plan.  Rather than spending your time fire-fighting and responding to situations on a day-to-day basis, it may be time to delegate a lot of what you do to a freelance recruitment copywriter.  Not only will this free-up time to focus on landing new clients.  It will also hand responsibility for a range of specialist copywriting tasks to someone who performs them proficiently and cost-effectively on a daily basis.  With your new-found freedom, you can concentrate on The New Business Plan!   Consider your options…  All recruitment consultancies are different so there’s no ‘one-size-fits-all’ marketing solution.  That said, having a copywriter in place will allow you to implement a range of options speedily and professionally.  This may involve a little trial and error at the outset.  Not all techniques work for all businesses, but most copywriting techniques can be used for ‘split-test’ comparisons.  A challenge that faces so many marketing people nowadays is how to narrow down the bewildering array of online and offline options so they fit in with both your strategy and your budget.   ... Read more...