If you’re a lawyer, formal copy can be entirely appropriate. If you’re a marketer, it rarely is. Studies have consistently shown that informal communication is far more effective than formal. So if your copy always seems to have something stiff and prim about it, it’s odds-on it’s not resonating with your audience as well as it could. Follow these few quick tips to take your copy from wooden to wow! 1. Abbreviate – it’s not a crime! The convention that written English should not use apostrophes of omission (‘you’re, it’s, they’re, we’re. I’ve, etc.) went out with the Ark. Studies have consis ..read more

I’m a Brit – born and bred. I’m also a copywriter, through and through. Put those two together and you get someone who’s sufficiently qualified and experienced to write compelling copy in British English. And not any other kind of English, guvnor. It sounds self-evident, but you’d be surprised how many clients (and, in 17 years as an in-house marketing communications specialist, how many colleagues) have asked me to write their copy and content ‘in American English’. The rationale is varied and, inevitably, spurious. It makes them sound more technically competent, apparently (yes, seriously ..read more

Brexit – it’s the ultimate political Marmite, making some of us salivate with anticipation and others heave with revulsion. But whatever the extent to which it divides opinion, you can’t deny that Brexit has been a unique source of ‘lessons learnt’ – and many of these are as applicable to content marketing as they are to other spheres of business endeavour. Here are just a few painful examples! 1.Choose the right person for the job Content marketing’s like plumbing – you can do some of it yourself and still make it work. But if you choose someone else to do it, you choose the ..read more

Arrowmaker is delighted to announce its latest client, Italy’s premier boutique PR agency BMP Comunicazione, which has entrusted us with the translation and localisation into English of its new website content, including its customer testimonials. BMP, which has offices in Rome and Milan, has a phenomenal reputation and track record and it was a real privilege for us here at Arrowmaker to be chosen to do it justice in our own tongue. In addition to copywriting, translation is a value-added service that Arrowmaker has been called on to deliver on several occasions by international clients ..read more

Arrowmaker is delighted to welcome our latest client on board, BackupVault, and to be working with the team at Tiger Marketing to produce quality copy and content to support the company’s marketing communications activities. BackupVault’s powerful solutions are essential for all businesses, as they enable critical data to be rapidly recovered and restored in the event of data loss or breach, or a ransomware attack. Without this backup, businesses face the prospect of losing the information they have built their operations on – forever. Arrowmaker’s founder, Simon Fletcher, said: “Bac ..read more

Photo by Mimi Thian on Unsplash If you’re a tech company, you’ll be familiar with a painful paradox: you have lots of clever people working for you but they often struggle to get away from the engineer’s fascination with technical detail and translate what you sell into benefits-focused marketing copy. Result? Lots of verbiage on your website, in your brochures, in your case studies and elsewhere that isn’t wrong, but just isn’t marketing! We have many tech clients, and here are a few tips and tricks we use to keep their copy convincing, persuasive, and benefits-focused – feel free to ..read more

The good folk at Cardinal Digital Marketing told us about their excellent new guide to SEO (Search Engine Optimisation) for 2019 – and we thought you deserved to see it! So, we’ve updated one of our past blogs to include a link to it, here: Five Kinds of Customer We Copywriters Just Can’t Resist (Are You One?). Many thanks to the guys at Cardinal for helping to keep us and you in touch with the latest SEO thinking. The post We’ve updated our blog to help you with SEO! appeared first on Arrowmaker Communications Limited ..read more

Photo by rawpixel on Unsplash This is the third in our series of – hopefully! – inspiring posts to feed you new ideas that will keep your blogs fresh, compelling and appealing (feel free to take a look back at the first and second posts too.) And although much of the blog wisdom you’ll ever read talks about the importance of writing material that is useful, helpful and informative (all very important), there’s still room here and there for something that blows your own trumpet! Don’t think of this (or indeed write it) as advertising copy. Instead, approach it as the ‘proof in the pudding ..read more

Photo by Nguyễn Minh Chiến on Unsplash You’ll recall that, last month, we published the first in our series of blogs designed to give you some inspiration for writing your own blogs when the ideas just won’t come! Well, this is the second blog in that series, and in it we’re going to focus on writing blogs around the themes that live in every one of us – in other words, the human angle!   Firstly, be inspirational! As the venerable Ultimate List of Blog Post Ideas, explains, “Some of the most effective content on the web is neither informational nor entertaining – it simply inspires.” So ho ..read more

Firesand: another successful security client for Arrowmaker! With GDPR on everybody’s lips, it’s a great time to be connected to data, privacy and security specialists – and we’re delighted to announce that our latest client, Firesand, is just such a catch! Firesand is a specialist team of security advisers, consultants, architects and engineers with decades of experience delivering cyber security and data privacy services in the only way that’s truly effective: tailored to how each customer wants and needs to do business. For Arrowmaker Communications, this is a powerful new addition to a ..read more