Peter Wise

Copywriting – sometimes it’s better to stress features, not benefits.

In copywriting, it's a good rule of thumb to stress benefits over features - what's in it for the punter rather than what your product or service consists of. I say a good rule of thumb, but for a lot of people it's the be all and end all. However, the... Read >

International Marketing and Advertising Translation - the Top 20 Blunders, Mistakes and Failures

Writing copy or coming up with brand names for international markets is a tricky business. I know - I do it myself. It's essential that a native speaker checks any translated copy before it's let loose on the public. Sometimes, though, even the biggest of... Read >

Testimonials: is your website missing this key page?

Every time I'm asked as a freelance copywriter to write a new website or revamp an existing one, one of my first recommendations is to have a good testimonials page. Around half of all websites, particularly those of small or medium sized businesses, simp... Read >

Privacy Policy page – why you need it and what it should say

You really should have a Privacy Policy page if you collect data from visitors to your website in any way. This data could be something as simple as an email address - for instance if you invite someone to add themselves to your mailing list. Or it could ... Read >

Small business website design – how to choose what’s best value

There's no shortage of companies out there offering low cost website design for small or medium sized businesses. But how can you spot what's best for your business? As well as the obvious factor of low cost, it's important to work out exactly what you're... Read >

Freelance copywriter – how much should you pay yours?

A simple answer to this would be anywhere between about almost nothing and several thousand pounds for a day or two's work. (I'm based in the UK, so I'll quote in pounds throughout. At the time of writing, the approximate exchange rate is £1 equals $1.... Read >

Proofreading – My Top 12 Tips

* By Peter Wise - a freelance copywriter and website copywriter If you're producing any kind of professional writing, proper proofreading is essential. As a freelance copywriter, nothing looks worse than if I make a basic error or leave in a typo. So... Read >

Advertising and Marketing Awards – 10 Ways to Win

By Peter Wise - UK freelance copywriter and SEO copywriter * Awards are everywhere these days. Winning them can further your career, generate positive PR for your company, promote staff morale, impress potential clients…or simply boost your ego. So... Read >

Choosing pets for kids with allergies

I love dogs. My partner loves dogs. My kids love dogs. Trouble is, dogs don't love my kids - at least not when it comes to allergies. So if you've set your heart on getting a dog, but you or your family have allergy problems is there anything you can do a... Read >

Web Copywriting for International Markets

So your website is beautifully written, the keywords are all in place and everything seems just fine. But hang on, half or more of potential customers will probably never find you – and many of those that do could find your web copywriting baffling, unapp... Read >

Search Engine Optimization Copywriting – Is It More Hassle Than It's Worth?

By Peter Wise – UK Advertising Copywriter and Website Copywriter * So many people are talking about search engine optimization, copywriter after copywriter is starting to offer it, and countless websites are telling you how to do it for yourself. Ther... Read >

10 Things You Should Expect When Choosing a Brochure Writer

Brochures, leaflets, flyers, pamphlets, sales collateral, product sheets…every company needs them. And in an ideal world, every company has an experienced brochure writer to craft them. Poor use of language, grammar or punctuation, or badly structured, un... Read >

Creative Website Copywriting – Why It Impresses Both Customers and Search Engines

The copy is correct, the spelling is spot-on, the grammar good, the punctuation perfect, and the keywords are all where they should be. That's all you could ask for in web site copywriting, isn't it? Not necessarily. You see, as well as being your sho... Read >

Advertising Copywriting – The Top Ten Clichés and Why You Should Avoid Them

We've all seen them plenty of times. Frankly, once is too many. Copy clichés are more likely to put off prospective customers than convince them to buy your product or service. If your advertising copywriter comes up with them, find another advertising co... Read >

SEO Copywriter – Finding The Website Writer You Really Need

Search engines and the way they work are constantly evolving. What works today is ineffective or even illegal tomorrow. Writing for search engines is a skill that involves specialist and up-to-date knowledge. Here's what to look out for if you need someon... Read >