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THE COPYWRITING CHALLENGE

“I used to do it myself but I’ve realised what I write and what someone like you writes is completely different. It’s a real skill to write in that way isn’t it?” Have you ever been in a position at work where you need to write something for printed or digital communication? Even if you don’t work in marketing, it’s likely you’ll have sent an email or a letter where you’re trying to grab the reader’s attention. If you’re a business owner you might even have written a whole website. Writing is easy of course, but finding the right words to engage, excite and convert your target audience can be a challenge. The line at the top of this post was said to me by…

SAVE MONEY AND MAKE MONEY AT THE SAME TIME – JUST THINK LIKE YOUR CUSTOMERS

One of the reasons our clients respect us so much is that we aren’t afraid to tell them no. We tell them no when they ask for leaflets that no one will read. We tell them no when they want web pages that no one will click on or editorial about topics which aren’t, well topical. We’re a consultancy service and we aren’t afraid to consult. Sometimes (a lot of the time), that means telling clients what they don’t need, rather than what they do. Creating marketing materials or content that your customers don’t need costs money and muddies the water for modern consumers who need their information fast and concise. Drown them in a stream of long-winded information and they will jump ship to…

Customer service – is it that hard to get it right?

Marie & Pete Hitchman

Positive feedback is great. It’s always nice to know you’ve done a good job – and there is no better feedback than repeat business of course. But not all the feedback that comes into The Enamel Works is about the quality of work we produce. More often than not, it’s about service. Because it’s not that hard to be nice, is it? We reply immediately – even if it’s just to say “I’m on it” (let’s be honest, we’ve got smartphones now) We give a deadline and we stick to it (obviously) We keep clients informed of progress (so they can rest assured progress is being made) We do what we say we will (to the right standard, never rushed) We make things as easy…

From agency to freelancer: Making the transition

freelance

Last week, I marked 12 months since leaving the security of full time employment and joining Marie at The Enamel Works. It’s been hard work, challenging and at times scary – but incredibly rewarding, fulfilling and enjoyable too. I’m not normally one to put myself forward as an adviser or an authoritative voice – I’m usually writing content that allows my clients to do that. But more than one person has asked me in the last week ‘what tips would you give?’ on leaving an agency and becoming a freelance consultant. Far more experienced freelancers have already blogged about this, and I have no doubt many more will follow, but every freelance role is different and maybe, just maybe, nobody has done it our way….

“But you’re not an engineer?”

engineering companies

OUR TOP THREE TIPS FOR BELIEVING IN YOUR B2B COPYWRITER OR PR PRO   When it comes to writing B2B copy for the engineering, manufacturing or industrial sectors, I like to think we’re pretty darn good. Our portfolio is excellent and our references plentiful. But before we can get down to the nitty gritty of putting words on a page, we still have to overcome the whole “but you’re not an engineer” argument. Personally, this is a battle I have been fighting since I was a lively exec in my early-20s and now here I am, striding towards my mid-30s, banging the same old “I need detail” drum. Before i continue, please don’t think this is a sexism rant. Yes, I’ve had more than my…

Learn something new in 200 words: Heat network regulations

planning

We write for the heating market all year round which means we’re always on top of the latest developments in the energy sector. Recently it was all about the Heat Network (Metering and Billing) Regulations 2014, which aims to achieve the binding target of a 20% reduction in greenhouse gas emissions – compared to 1990 levels – in all EU member states by 2020. It aims to achieve this by enabling end users to manage their usage by providing free and easy access to billing information through individual metering. Without this transparency, individuals and organisations have no way of tracking their usage, giving them little incentive to monitor it or try to reduce carbon emissions. Under the regulations, all heat suppliers in the UK should…

Enamel gets the green light from Green & Co

Regional estate agent Green & Co has appointed Enamel as its retained PR and marketing function, and to kick off our new partnership we will be managing the company’s full rebrand which is set to launch later this year. With coverage in The Times and all local newspapers as well as some strong branding visuals on the table already, you could say we’ve hit the ground running. Green & Co has a network of high street branches across the North West Midlands and is proactive in the battle against online agents – something which will form a key part of our PR work moving forwards. For us, working with property experts is a great fit. Being avid house movers with a keen interest in the…

I’m not a mumtrepreneur, I’m an entrepreneur with kids

The word ‘mumtrepreneur’ (or ‘mumpreneur’ depending on which dictionary you use) has been bandied around for some years now. It’s always made me uncomfortable, even before I had a couple of sticky-faced wotsit munchers of my own, and much to my despair it seems to be growing in popularity as a way of describing women much like myself. The most recent example I’ve seen is this article from Entrepreneur.com, which details a number of women who have managed to grow their own business whilst having a family. It’s a (bloody good) play on words By definition, ‘mumtrepreneur’ is a woman who starts and manages a business alongside caring for her children. It’s a play on words. It works. I get it. But why do we…

Five lesser known things you should ask a prospective copywriter

Searching for a copywriting partner can be a daunting and arduous task. It’s a noisy marketplace, with freelance consultants aplenty, all trying to turn your head. You’ve probably got a rough idea about the sort of professional you’re after, be it an editorial copywriter, a conceptual wordsmith or someone who can deliver a punch with written sales patter. So why then, is your shortlist more of a longlist and how do you narrow it down? We’ve been through the shortlisting process a lot, with mostly favourable results. It’s a challenge and can feel like a real interrogation at times, but when a company is willing to invest in you they have a right to ask questions, even slightly silly ones. That said, we’ve heard some…

Some say amazing, others say insane

We’ve gone a bit e-guide crazy here at Enamel, with a veritable feast of topics to get stuck into from telecoms to bespoke canopies. One in particular was a pleasure to write, it was about taking your SME from ordinary to amazing. In it, we included some examples of people who have achieved greatness in sport, environmental preservation or death defying stunts of sheer insanity. We enjoyed reading about them so much, we thought we’d share them with you. Which is your favourite? Muhammed Yousuf Jamil In 2010, Pakistani soldier Muhammed Yousuf Jamil planted 20,101 tree saplings in a single day. Working at a pace of more than 18 trees a minute, Jamil set a new Guinness World Record – and could even afford for…

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