Niche

You know how I'm always going on about your USP (unique selling point) and how important it is that you have one? And that you market it? Well, here's a USP that made me laugh so much Sprite came out of nose. Behold Simone Giertz's shitty robots :D Specifically, the hand clapping machine... If you [...]

Ee bye gum, y’am bonny!

'Ow b'ist harriet? The other day, I stumbled across the word "isogloss" while reading Skyfaring (fascinating book) and disappeared into a wormhole of language and dialect. I'd never heard the word before, but it's a line on a map marking a distinct linguistic boundary. In the same way as isobars mark lines of pressure, an [...]

It's okay to make a profit. In fact it's a good thing. Even if you're following a vocation of some kind, or running a charity, or doing something that helps someone. Why?  Because if you don't make a profit, you can't run your business (or charity) and you can't help the people you want to. [...]

  One of the biggest things that will render your marketing pointless, wasting your time, effort and money, is trying to please everyone.     It’s not possible.  So you need to work with the Chelsea Principle in mind. That’s what my mentor, Peter Thomson, calls this way of thinking. He calls it the Chelsea Principle [...]

We were on the Tube on the way back from Wimbledon last weekend, when I saw this advert.   I'm always on the lookout for good (and terrible) ads I can share with you, so you can get ideas (and discover what to avoid). I like this one. It's not perfect: the headline could do [...]

I see you

Have you seen the movie Avatar? With the giant blue people on the distant planet? It's one of my faves. One of those brain-out, can watch on a semi-regular basis films. Sure, it's a thinly disguised eco-crusade, but I totally approve of that.  What you might not realise, though, is it's also a marketing and [...]

Every now and then I stumble across something that's an absolute gem, in terms of art, cultural history, persuasion, propaganda, and outrage.  The other day, my friend Jenn shared something on Facebook that is all of those things. It's a collection of anti-Suffragette postcards produced in the early 1900s to fight the movement to give [...]

You may have noticed I'm a bit of a fan of J. Peterman at the moment. Seriously, if you haven't signed up to receive their emails, do so. They're brilliant little lessons in copywriting product descriptions. And their catalogue is ace.  One of my subscribers, Bobbie, has also become a huge fan and pointed me [...]

Have you heard of Rapha? Probably not if you’re not a cyclist. I hadn’t heard of them until a I read a story in The Guardian that made me chuckle.  It seems Rapha, a cycle clothing company, is either loved or hated by the cycling community. You see, a few months ago, Rapha unveiled a [...]

"It’s 11pm on Friday and instead of spilling out onto the pavement outside a pub in east London with a large glass of white wine in hand, my only tonic is filtered water and my whirring laptop my only company. Welcome to the world of freelancing. […] While a few still perceive a freelancer as [...]