Tom Albrighton

How to go from redundancy to freelance success

Around five years ago, the position I held was made redundant and I found myself without work. Lacking any obvious options, I decided to give freelancing a go. Five years on, I have a broad base of clients, a well-established online presence and a large p... Read >

Copywriting - how to become a copywriter

Copywriting can be a challenging industry to break into, but once you're established there is a huge range of opportunities in terms of clients, projects and types of copywriting assignments. If you're aiming to forge a career in copywriting, this article... Read >

So what is a copywriter?

A copywriter is anyone who uses words to persuade readers to take a particular course of action. Using the medium language, copywriters encourage readers to make a purchase, give a donation, discover information or anything else that a company or organisa... Read >

Copywriting: How copywriters use weasel words to bend the truth (ezine)

Copywriters use weasel words in their copywriting to plant an idea in readers' minds that is bigger than the actual claim being made. Working from vague, indeterminate facts (or no facts at all), the copywriter can generate perceptions that may be complet... Read >

How Freelance Copywriters Work

Once a job has been arranged and commissioned, the freelance copywriter is ready to begin writing. Some freelance copywriters find it easiest to write in the format and tone of the target medium, while others may prefer to brainstorm ideas, perhaps not ev... Read >

What Does A Freelance Copywriter Do?

A freelance copywriter is anyone who produces content or text on demand. The ‘freelance' indicates that they operate as a free agent, usually carrying out clearly bounded copywriting projects or commissions on an ad hoc basis and for a range of clients.... Read >

Good copywriting is all about benefits

Whatever design, branding or marketing channels you use to promote your business, it's vital that your copywriting communicates benefits: the good things that your product or service does for customers. The first and foremost benefit of a product or ser... Read >

What is copywriting?

There must be as many ideas about copywriting as there are individual copywriters. Personally, I define copywriting as follows: Copywriting is the optimum use of language to promote or persuade. Now, let me work through the components of my definitio... Read >

Why you don't need a USP

A USP, or Unique Selling Point, is a unique characteristic of a service, product or firm that can't be obtained from any other source. By developing USPs, so the received wisdom goes, firms can stand out from competitors and fight ‘commoditisation', whe... Read >

Do you believe in marketing?

When the going gets tough, because of recession or for any other reason, many firms make cuts in their marketing budget - along with optional luxuries like the Christmas party. As a marketing professional, I'm naturally disappointed if I end up on the w... Read >

Seven questions for your freelance copywriter

There seem to be more freelance copywriters around than ever. Redundancy and corporate turmoil have pushed more people to give it a try, and as the recession (perhaps) turns the corner, firms are showing a renewed interest in marketing, particularly onlin... Read >