churchill, union jack flags,

The new Covid – a battle not the whole war

The announcement of a renewed Covid lockdown to Level 3 in Auckland – which affects me and many of my clients seems to be a mixture of ‘here we go round the mulberry bush’ and ‘once more into the breach, dear Friends.’ I can’t decide if it’s Shakespeare or a child’s nursery tale. Be obedient […]

Please NOT another covid email

I just sent this message to my clients. There’s an overload of businesses sending unnecessary emails about the New Zealand Covid-19 alert level change. May I suggest we simply put something on the website home page? And telephone anyone who’s coming in for a meeting. And maybe the team add a note to their email signatures…. […]

calling bullshit data book

Data – you need to understand it

Data – love it or loathe it, we get it served up everywhere we look. But do you know enough to judge and make up your mind? What is factual, what is relevant, where are devious presenters hiding the truth? The answers to all these questions requires modern marketers to educate themselves. The The Economist called […]

Hex codes, colour codes, logo colours

Hacking brand colours

My logo has a beautiful gradient of colours in the design. This gives me a huge number of subsidiary colour elements which I can add into customer communications and marketing. I did an analysis of the key colours and the “colour palette” of associated shades. You can do this by uploading your logo or using […]

describe your superpowers

Your marketing superpowers

Selling consultancy is hard.  And selling a professional service is doubly hard. Niche selling is the best way to be – create a tight brief of detailed information what you do and for whom.  Stay focused and don’t deviate. All easy to say and hard to do. When a contact asked me “What are your […]

facebook groups, facebook marketing,

FB Group tips – invite a friend

I am a Facebook for Business group administrator and I’m delighted that they just added back an old feature. When FB introduced the new interface for Group Admins about 9 months ago, the “Invited by….” feature was missing. I sent my feedback that this is really useful and I wanted it…. Today it reappeared. Why […]

Rebecca Caroe copywriting, fountain pen copywrite

My copywriting process explained

I write copy for a living. I write a lot.  Words, words, words. Each project is designed to fit into a particular desired outcome within a marketing strategy and tactical framework. I say that so you understand context. Context in writing is both important and valuable – but more about that later. How I write […]

writer, person writing, cop

Key parts in a professional email

I got a question about what the four elements that comprise a “professional email”.  I don’t know why the questioner thought that there were four parts.  My best practice has three parts: Tell them what you’re going to tell them Tell them Remind them what you already said Easy! Good email message structure Slightly less […]

How to prototype marketing solutions

Making a big investment into solving a marketing problem is a giant challenge.  The risks are huge, the investment uncertain and the outcomes are unproven. One way to overcome these risks is to do rapid prototyping. Rapid Prototyping needs new adherents Today I interview Joanne Jacobs, an expert in how to use this technique. Talking […]

spam tin as a metaphor for bad email

Overcoming a spam label by MailChimp

One of my clients did something ill-advised and their account got flagged by MailChimp as  spammer. Goodness that’s a tough call and the restrictions placed on the account are significant. The good news is that I succeeded in untangling the situation and restoring the account.  BUT it would have been better never to have got […]