When I was a kid, my mum made me write thank you letters to all the relatives who sent me birthday presents. I hated the task. Seriously. I would choose to go to the dentist before I’d sit down voluntarily and write a few lines of thanks to my Nan. Now, of course, I know […]
About Belinda Weaver
Terms and conditions: essential scenarios you might not have considered
You’ve got that sinking feeling in your gut. This project isn’t going well. Your client keeps changing their mind and you’re spending way more time than you had allowed. They can’t expect you to do all this extra work at no charge, can they? Well, unless you told your client this situation wasn’t covered in […]
Conversational copywriting: What, Why, Where and How
I love a good chat. On the phone, on Twitter, over a beer. Once I’m interested, I’ll talk your ear off. That’s the kind of response you want your customers to have with your business, isn’t it? First you need to get them interested, then you need to get them talking. That’s where conversational copywriting […]
How to differentiate your product (when it’s far from unique). Lessons from Pine O Cleen.
A big part of copywriting is finding the features and benefits that will resonate with your target audience. What do they really care about? Actually, it’s more than that. What do they care about so much that worrying about it keeps them awake at night? When your product or service isn’t unique, it can be tough […]
How killing a chicken improved my client relationships
It was a dark and stormy night. Lightning flashed across the sky as I faced the task ahead. One of my chickens had been ill all week and on this day, she’d literally hit rock bottom. She had sat down in the mud and hadn’t risen all day, sitting forlornly in the pouring rain. I […]