Lessons from Boots on how to attract and...

I went to a talk on Tuesday night called ‘How Boots helps global brands use the internet to drive sales’ by Matthew Fitzpatrick, advertising manager of Boots.com. Having written some copy for Boots, and being a girl, I was interested to find out how a huge brand like Boots uses the internet. Is it different to how I do it? In a nutshell – no. Here’s their online plan for users: ATTRACT – ENGAGE – CONVERT – RETAIN They want to attract people to their site, grab their attention so the user will engage and convert into a sale. Once...

Did I really say that?...

I’ve just come across a website for a restaurant I did the copy for a while ago. The site has only recently gone live so quite a bit of time has gone by since I wrote the words. The strangest thing happened – while I could recognise some of the turns of phrase as mine, some of them I really couldn’t. I wonder whether that’s always the case? Yesterday I was writing a blog about wedding dress trends – quite easy for me as I am recently married and so I write it as the target audience. I’m also writing the copy for a photographer’s...

Getting things done...

The title of today’s blog is inspired by a book of the same name by David Allen. The book gives practical tips on how to organise your working life so that you can get your ‘stuff’ into a workflow and get it completed. Sounds good thinks serial to-do-list-maker me. So why does your ‘stuff’ get so complicated? Damn – you forgot to call someone. You didn’t read that email properly and you can’t remember if Sunday comes before or after 4 o’clock. I’d like to apply this confusion that we face in our day-to-day work...