Ideas in practice
Practical ideas, honest lessons and how-to guides from more than 25 years in marketing – to help you plan smarter, write better and get more from every channel.
-
Human expertise, AI intelligence: how I use it in marketing
How I combine 25 years of marketing judgement with Claude, an AI assistant, to work faster and go deeper – and where I always keep a human in charge.
-
Your biggest opportunity is already through the door
Why heritage organisations and charities should focus first on the people already visiting – and six practical ways to turn them into loyal supporters and donors.
-
Your brand value proposition and key messages
How to write a value proposition that sets you apart, and key messages that bring it to life – with a simple formula, worked examples and tips.
-
Website marketing strategy: a 9-step guide
Turn your website into a growth engine. Follow these 9 practical steps to set goals, sharpen your message, improve your SEO and convert more visitors.
-
Working in marketing with an ADHD brain
What it’s really like to work in marketing with an ADHD brain: the strengths it brings, the challenges, and the simple strategies that help me thrive.
-
The pros and cons of freelance marketing
What it’s really like to work as a freelance marketer: the freedom, the variety and the earning potential – plus the challenges, and what helps me manage them.
-
Website copywriting: art and science
How to write website copy that people read and act on: eight principles, from clear headlines and customer-focused language to SEO and testing.
-
Stakeholders: the unlikely content heroes
Stakeholders can feel like obstacles, but they make marketing content better. Here’s why – and how to work with them to get great content signed off.
-
Brand: why it’s more than just a logo
Your brand is how people see, feel about and remember your business. Here’s why a strong brand matters – and what it takes to build one.
-
Content strategy: a simple guide
What a content strategy is, why it matters and how to build one – from goals and audiences to stories, formats, channels and measurement.
-
Why professional copywriting matters
Good copy grabs attention, builds trust and moves people to act. Here’s what professional copywriting does for your business – and when to bring in an expert.
-
How to create a customer persona
A step-by-step guide to creating customer personas: what to include, where to find the information, and a worked example for postgraduate students.