Incredibble

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How Quality Content Helped Hubspot Marketing Agency Red-Fern Media Grow by 70%

Red-Fern Media is a thriving HubSpot marketing agency that’s going from strength to strength. The business needed a reliable provider of high-quality content to support Red-Fern’s delivery of HubSpot marketing strategies and secure the best return on investment for its clients.

Incredibble got in touch to offer copywriting services and now the agencies work hand-in-hand to deliver a range of projects based on best-practice Hubspot strategies. With the right processes in place, and with the resource to take on more projects, Red-Fern Media continues to expand.

Who are Red-Fern Media?

Red-Fern Media helps businesses grow by providing a full suite of digital marketing services including analysis, strategy and the delivery of digital, social and inbound plans. They also design and develop websites and custom software based on strategic design and development.

Focussed on Delivering HubSpot Strategies

As a HubSpot partner agency, Red-Fern understands the importance of using quality content to populate the websites they design and the marketing strategies they launch. Red-Fern’s MD, Sean Redfern says:

“Working with clients intent on delivering their own copy often meant content was provided at the end of the project, almost as an afterthought. This inevitably meant website go-live delays and it could sometimes also impact our designs.”

All too often, Red-Fern would create a website blog page only for it to remain empty. They knew the value that high-quality SEO copywriting could bring and wanted a content partner that could align with their wider marketing plans.

Red-Fern knew they could offer more if they had the right team in place.

The agency already had a writer and a number of freelancers available to help them turn projects around. But they needed to bolster their team to ensure they could deliver, no matter how much work came in.

White-Labelled Content Writing Expertise

Incredibble sent Red-Fern a good old-fashioned letter showcasing the team and its white-label service. Red-Fern were instantly attracted by the quality of the team’s work and the obvious understanding of HubSpot’s content strategy.

Working with Incredibble meant Red-Fern could extend their team on a job-by-job basis without the risk of hiring permanent employees. It also meant being able to:

  • offer ongoing blog content to customers in line with HubSpot standards
  • establish slick processes with a single point of contact instead of managing multiple freelancers
  • access a range of writers with different expertise who could write in various tones of voice
  • naturally incorporate the SEO keywords that were key to Red-Fern’s wider marketing strategies

As critical parts of HubSpot’s inbound methodology, this was an exciting proposition.

Red-Fern also felt Incredibble would be a great fit due to the warm, professional and open approach of of Incredibble’s founder, Helen Dibble.

A Stronger Service Offering

The relationship began by engaging Incredibble to write Red-Fern’s own content: this gave the agency the opportunity to see the team in action and establish effective working processes.

Red-Fern liked what they saw and were soon using Incredibble to deliver work for their clients.

In the past, Red-Fern had been highly involved in the process of time-consuming website content creation. It also took their specialist web developers away from where they added most value.

Working with Incredibble meant Red-Fern could pass the entire process over to the copywriting team who:

  • liaise with the client
  • write the copy
  • get it signed off
  • work with Red-Fern’s developer to ensure the copy works across the site

As the relationship developed, Incredibble stepped in to provide strategic consultancy aligned with Red-Fern’s wider marketing strategy by:

  • facilitating the conversation around the customer journey
  • clarifying the aspirations for the content
  • setting out a roadmap to deliver quality copy aligned to the strategy
  • carrying out business insight sessions and creating briefing and tone of voice documents

Thanks to the high level of client service that Incredibble provides, both agencies work closely together to ensure Red-Fern’s marketing insights are implemented in client copy.

Not only does this ensure that every piece of content provides customers with the best return on their investment but it carries other benefits too, as Sean explains:

“Outsourcing our content to Incredibble has enabled us to deliver more website projects on time and in line with HubSpot strategies. Introducing a new provider to clients is always a worry but there was no need for concern with Incredibble: the service is seamless and client satisfaction has never been higher.”

Seamless Service and Quality Copy

By bringing in Incredibble’s copywriting expertise, Red-Fern could be certain they were delivering the best outcomes for their customers.

Every piece of content – be it for websites, blogs, whitepapers or other marketing collateral – is high-quality and naturally includes the required keywords at the right density.

In fact, the results have been so good that Red-Fern no longer works with any other freelance copywriters.

“If you’re a HubSpot marketing agency looking to work with a tried and trusted team of copywriters, look no further than Incredibble Marketing. The team has helped me grow the business by 70% over the past twelve months. And we’re in a better position than ever to take on more clients and continue to expand.” Sean Red-Fern, MD Red-Fern Media

To extend your HubSpot agency team with a tried and tested content agency, get in touch with Incredibble today at helen@incredibble.co.uk.

Five Things You Should Know Before Starting Your Copywriting Career

So you want to be a copywriter. Right now, it could well feel like a jungle out there. Where will I find work? Do I have the right experience? Is my writing good enough?

 

If you’re hesitant about taking a leap into the unknown, here are five things you should know to help launch your copywriting career with a roar not a squeak.

 

  1. The Power of a Network

As a freelancer, you’re likely to start your copywriting career sat in a home office or at your kitchen table. Sadly, clients won’t be ringing your doorbell.

 

No clients and you’ll be struggling to keep the wolves from that neglected door.

 

Instead, focus on nurturing your network and turning into a powerful beast that will provide people, projects and potential.

 

Your network will work on multiple levels: everyone you know in the ‘real world’ and your social connections online.

 

That means getting out and meeting people as well as cultivating your social media presence to showcase your personality and professionalism.

 

My best advice for networking?

 

Listen.

 

Be nice, be useful and be interested.

 

Remember that you might not necessarily be selling to the person you’re chatting to, you could be selling through them. By listening to what they want, rather than trying to squeeze in your 30-second pitch no matter what, you’ll come across as present and positive.

 

They don’t need a copywriter but know someone who does. They need a web designer, you know a great one.

 

Be genuine and the like, know, trust cycle will begin. You’ll gain a reputation for being reliable and connected. The wider your network, the more people will vouch for you. It will build and build and reach a critical mass.

 

Back when I started out, I didn’t realise how powerful that network can be.

 

I now work with people I met at uni, people I met while travelling, people I met while standing awkwardly in a room full of strangers.

 

Nurturing these relationships is such a positive thing to do.

 

There are plenty of truly awesome people out there. Go find them.

 

  1. Use Your Business Experience

 

Think about your career experience and how you can use it to help forge your new one.

 

Having business experience provides invaluable context for the job ahead. You’ll be helping other businesses tell their stories through your writing, so understanding what it’s like to work in one is hugely helpful.

 

You’ll appreciate what the commercial drivers might be, the role copywriting plays in a marketing strategy and be able to wrap your head around the bigger picture.

 

It doesn’t matter what sort of company you’ve previously worked at, you’ll be in a position to relate to the people you’re talking to and to increase the value of your work.

 

  1. Always Be Learning

 

If you’ve been persuaded that you have to know everything before setting up, then I can reveal that’s a big fat lie!

 

No-one likes a know-it-all and in copywriting, you can’t afford to be one.

 

Having an attitude of curiosity is crucial in any creative industry and the opportunities to learn from the people around you are endless.

 

I’m learning all the time: through my training, from my team of writers, from blogs, from studying other people’s copy. It’s a lifelong journey.

 

If you’re new to copywriting, and even if you’re not, I totally recommend you boost your learning journey with “Everybody Writes” by Ann Handley. It’s a really cool introduction to copywriting and a fantastic read.

 

  1. You’re Never Ready

 

If you’re waiting for the perfect moment to become a copywriter, there isn’t one.

 

No really, there isn’t.

 

Most aspiring copywriters I speak to are never quite sure if they’re good enough or if they’re going to make it or if this is really want they want to do for the rest of their life.

 

I don’t think there’s ever that certainty.

 

But I do think that taking a risk, making the leap and having the guts to try is totally worth it.

 

If you can take that first step into the jungle and play with the opportunities that are in front of you, you’ll discover so much about yourself and life’s possibilities.

 

So what’s the easiest first step?

 

Write stuff. Actually write stuff.

 

If you’re not writing, you’re not a writer. If you are writing, you are. Even if nobody’s reading it, you’re still a writer. Right?

 

Let people know that you’re writing and that you want to do this as a career.

 

Make it real and go for it.

 

  1. Edit to Get Better

 

Adopting a critical attitude to your own and others’ copy is a fantastic way to finesse your writing.

 

Take a look at a great piece of copy. What would you have done differently if you’d written it? Can you improve it? Does it include tricks and techniques that you wouldn’t have thought of? Have you realised that you’ve been misspelling a word all your life?

 

 

If you’re able to edit other copywriters’ work, this gives an amazing insight into how to craft your own writing and get even better at what you do. Remember, you never stop learning.

 

 

Every Wednesday at 8pm, I run a short Facebook Live from my page, Incredibble Marketing. We discuss all things copywriting and field questions from the audience. Curious about being a copywriter? Like my page to be notified.

Pain in your semicolon?

You want to write; you know all the benefits for your business in writing compelling content; you’ve even scheduled the time to do it.  But putting pen to paper – or fingers to keyboard – is proving difficult.

Writer’s block?  Or plain old punctuation panic?  Don’t let the fear of an incorrectly placed semicolon prevent you from elevating your marketing to the next level.

It is entirely possible to write creatively without being a punctuation puritan, but as the purpose of good punctuation is to create clear copy, knowing the basics is critical to avoid weakening your message and losing customers to whom good grammar matters.

As Sue Shellenbarger, writing for the Wall Street Journal, says: “looseness with language can create bad impressions with clients, ruin marketing materials, and cause communications errors”.

Correct usage can also save lives…

So, with the help of Incredibble’s very own grammar guru, Lucy, this short blog will take you through the basics so that instead of being a pain in the proverbial, punctuation makes your writing flow, and your customers engage.

Commas

Anyone who has read ‘Eats, shoots and leaves’ by Lynn Truss knows all about the sentence-changing ability of a misplaced, or more often, missing comma. The most common punctuation mark, and therefore the most commonly misused.  There are many, many rules surrounding comma usage.  Even Lucy calls them ‘a tricky beast’.  They should be thought of as short pauses, or a breathing space in a sentence.  They should also, amongst other things, be used between items in a list.

Simple?  Not simple.  In lists beware of the Oxford comma.  This academically named mark is the last comma in a series which comes before ‘and’ or ‘or’.  Such as “I need a dark room, cold compress, and a glass of wine”.  The good news is that they are a POINT OF STYLE.  Which means you can take them, or leave them: in general, commercial copy/media writers don’t use them. One to score off the list.

And talking of style, what about the comma splice?  The punctuation phenomenon where you use a comma instead of a full stop between two independent sentences. Such as “It’s nearly 6 pm, we won’t reach the shops before they close”.  In the English language, its usage is considered as gauche in style terms as Trump wearing a mismatching suit. Just don’t.  Use two separate sentences or a conjunction after the comma.

Semicolons

A semicolon is also used to create a pause in a sentence. Described in the Guardian Style Guide as “a very elegant compromise between a full stop (too much) and a comma (not enough).”  Lucy is a lover of the semicolon when it is used correctly to narrow the gap between two closely linked sentences.

But I must say I have a great respect for the semi-colon; it’s a useful little chap.
― Abraham Lincoln

It has its detractors though, who deem it a bit academic or highbrow.  So, use with caution, and know your audience.  And definitely don’t use it when you should really be using a colon.

Colon

A colon can be used in many ways.  It often gets substituted with the semicolon when it is inserted between two independent clauses or sentences.  However, a colon is used where the second clause explains, illustrates, paraphrases or expands on the first.

It also introduces quotations and precedes a list or series of items.
It is NOT interchangeable with the semicolon.

I think Lucy is happy with that explanation: she has a big smile on her face.

Dashes and hyphens

If you check out your laptop keyboard, you will see no less than three horizontal markings, of varying lengths, with which you can liberally season your writing to give it added meaning.  These are called the endash, emdash and hyphen.

The longest – and a personal favourite of mine – is the emdash.  This can be used in place of a comma or parentheses to create a break in sentence structure and is often used for emphasis – it’s a versatile little fella.

An endash, on the other hand, is used to connect values or ranges.  Hyphens are critical to the understanding of many sentences and are used to join words that are logically connected.  Again, a useful device changing: “Beware of man-eating tiger” from a lifesaving warning to “Beware of man eating tiger” an exotic sounding menu item.

So, some of mine (and Lucy’s) favourite punctuation marks for you to consider and digest.  The world of grammar and punctuation is a big one but so critical in making your writing standout for the right reasons – POP!

Don’t let fear of using them stand in the way of boosting your business’ profile.

To learn more about writing impactful content to promote your business sign up to ‘An introduction to business blogging’ where I’ve put together my best time-saving and article building techniques into one 60-minute, fun easy-to-follow course.  I’ve even thrown in my favourite grammar tips and Power Word dictionary to help you on your way. Find out more here.

How to Avoid Marketing Trumps in a Post-Truth Society – A Small Business Guide


Guest post by Becky Hewson

Just because we’re living in a post-truth society you can’t start using ‘alternative facts’ in your marketing.  All good marketers know that UK law requires you to include important information, ensure it is accurate and avoid false or deceptive messaging.  But, against a background of #fakenews and #altfacts it might be tempting to get a little sloppy.  And although a certain small-handed someone might be getting away with it, it doesn’t mean you can.

This article helps you avoid making marketing Trumps – embarrassing marketing mistakes you don’t want to make in the public eye.  Avoid these errors to maintain your hard-won reputation and uphold your brand.

Marketing Trump #1 – False Price Promises

You’re ready to crush Black Friday with great marketing for ridiculously good promotions.  While ‘act now or lose out’ advertising is effective because it plays on our deep-seated fear of losing an opportunity, the offer needs to be a genuine one.

Don’t be like AO or Currys and state that your prices are amazing one-offs when they’re not.  An investigation by consumer watchdog Which? found that half of all goods sold on Black Friday were cheaper at other times of the year.  And some were up to £99 more expensive on the super-discount day.  Which? reported:

Vax Air Classic Pet from AO.com: “This vacuum cleaner cost, on average, £96.50 in the three months leading up to Black Friday. So, while its £99 Black Friday price tag was reasonable, it wasn’t as good a deal as the claimed saving of £200 suggested – especially as it had been sold at only £69 the day before.” Source: The Daily Telegraph

In this case, you wouldn’t blame consumers for doing a Donald and taking to Twitter for a ranty late night Tweet.

How to avoid this marketing Trump

Don’t be like Donald and end up recompensing your customers for making deceptive claims about your products.  If you are going to make price comparisons, compare them with the immediate price for the product.  So, if you sold a washing machine for £569 in 2015 don’t use this as a comparison for the 2017 figure of £399.  Provide customers with the most recent price the item was sold at for 28 consecutive days or more to stay on the right side of the watchdogs and to treat your customers fairly

Marketing Trump #2 – Good Data, Poor Interpretation

You’ll have seen the US Presidential Inauguration pictures (below) showing Tump’s crowd on the right and Obama’s on the left.  And that Trump’s team  claimed his crowd was bigger.  Obviously, from the images below and expert testimony, this was a plain old lie, something you would never do because you’re not an idiot.

Source: BBC

But what you might do is interpret data incorrectly or ignore interpretations that don’t fit with your world view.  Like when Trump looks straight down the camera and tells America things are ‘great’ or ‘awful’ when they’re really the opposite of whatever he just said.

A great story from Roger Dooley highlights how confirmation bias can impact the interpretation of cold hard marketing data.

A CEO had achieved success by differentiating on the basis of quality and service with a higher price point.  Having moved to a new industry, he commissioned a survey to find out what customers valued.  The results showed people ranked ‘price’ last.  Instead of asking ‘why?’, confirmation bias kicked in.  The results were seen as proof that price could be increased because customers valued service and quality more.  Unfortunately, the interpretation of the data was wrong and a slight price hike resulted in a drop in sales.   Dooley says:

“In retrospect, price was critically important to our customers but was never an issue because everyone [in the industry] charged the same price. The survey results were accurate, but were taken to imply something that wasn’t true.”

Interestingly, that’s similar to how climate change science is viewed in the White House these days.

How to avoid this marketing Trump

It’s all too easy to get lost in data and, generally, understanding doesn’t appear in a vacuum.  While each campaign may generate its own insights, that doesn’t mean earlier knowledge should be completely ignored.  At the same time, if the story the data is telling you seems a little too convenient, take a step back.  Reposition yourself with an honest look at the questions you’re asking and any assumptions you’re making.  If in doubt, get a second, experienced, opinion.

Or, like Trump, invite your richest friends, with tonnes of money but absolutely no experience, along to the party.  Sometimes involving someone without much knowledge can provide a less biased view.  At other times, it adds absolutely nothing, particularly if your nominee is out of their depth (polite cough).

Marketing Trump #3 – Deceptive Headlines

We all know that, in the UK, women get paid an average of 18% less than their male counterparts, right? Wrong.

Because the headlines you see on this story all spout the same 18% figure, you conjure images of men and women side by side, doing the same jobs, on completely different pay.  However, an in-depth study by Korn Ferry shows this is not the case.

When you compare a man and woman who do the same job in the same function and company, the gender pay gap reduces to 1.6%.  Not such a great headline.

The danger of this type of reporting is that the headline (and generally the body copy) masks the real issue. The pay gap data has an overall gender variance of 18% but that’s not because all women are paid unfairly.  It’s because more men hold senior roles with higher salaries than women.  While some might think a gender pay gulley is as desirable as a Miss Universe thigh gap, truthful headlines should take the high ground and focus on the #realnews.

How to avoid this marketing Tump

Don’t click-bait your headlines.  It’s the equivalent of grabbing ‘em by the pussy.

It’s not difficult (except for when it is) to think of an interesting, eye-catching headline that gives a feel for the content of your piece.  You might not get as many clicks as a click-bait headline but, followed up with good, relevant content, you’ll be more likely to get the right clicks.  Generate a following of people who trust you and want to hear what you’ve got to say next and you’re onto a winner.

Marketing Trump #4 – Poor Grammar and Spelling

People judge your intelligence and worth by your spelling and grammar.  Look at this quote to see why.

“It’s hard to take someone seriously when they leave you a note saying, ‘Your ugly.’ My ugly what? The idiot didn’t even know the difference between your and you’re.”

Cara Lynn Shultz, Spellcaster

But guess what?  ‘Bigly’ is, according to Fiona McPherson (Senior Editor with the Oxford English Dictionary), actually a word.  It can mean ‘with great force’.  So, what does this tell us (apart from the fact we’ve been mocking Trump incorrectly)?

This example highlights how using uncommon words are less an aid to communication and more of a distraction.  (Which is the last thing Trump needs because that hair, tan and small hands combination is distracting enough).  In Trump’s case, although we sort of knew what he meant, the people he most needed to persuade were side-tracked by the use of an unusual word that sounded ungrammatical.  Not only was his message lost on those people but their worst suspicions were confirmed (correctly or incorrectly, you decide) about his intelligence.

How to avoid this marketing Trump

Distracting people from your message with unusual words is not a good call.  Unless it somehow works with what you’re selling as with Rowntree’s Randoms who did this well.  By playing on the product name, they underlined the random nature of the packet’s contents by combining words, like ‘monkey socks’, haphazardly.

But acting like the grammar police are right over your shoulder isn’t good practise either.  Being grammatically correct can also cloud your meaning or feel awkward:

“This is the type of arrant pedantry up with which I will not put.” Winston Churchill

Instead, to communicate bigly (you see, we can all change), take the Godfather’s stance and use language your customers will understand:

“I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” David Ogilvy

Marketing accidents do happen.  And, unless you’re a total douchebag, you’ll clean up the stain on your brand reputation as best you can and make sure it doesn’t happen again.

For a hilarious look at some more marketing #altfacts #realfacts, see Dove’s recent advert or, if immature humour is your thing, click here to trump Donald.

Becky is a copywriter who transforms bland business facts into sparkling copy that sells.  Her natural curiosity and business experience help her quickly understand organisations and sell their message.  To find out more about Becky, click here. Becky is also a member of the Incredibble Content team.

 

 

 

 

Get Great at Editing and Be a Better Writer

By Georgina Walls

You’ve completed your first draft. You sit back after being scrunched over a desk for the past hour and contemplate the next step.

It’s time to make your draft beautiful. It’s time to edit.

Trust me; editing is all-powerful in this regard. I used to think my content was good until I understood what to look for. I was shocked at how much TLC it needed.

Learning how to improve my content allowed my mistakes to be less aggressive and maximised the value of my content for my clients. But learning how to edit well isn’t easy on your own. So, I’m going to help you. I became a better (and faster) content writer by using some super smart editing tools. Discover how to turn your content into a prized jewel through these brilliant editing tips and tricks.

The Engagement Challenge

Delete unnecessary introductions

We have waffle that’s delicious and waffle that’ll act as a reader repellent.

Within the first few sentences, your reader should know what the aim of your article is and what your information will do for them. This increases the chances that they will stick with it.

That should be your priority as a content writer.

It’s easy to get carried away with an anecdote, an explanation or a fancy quote in your first few paragraphs. But you’re crucifying your work by doing this. If you don’t get to the point FAST, your readers will lose sight of any benefit they hoped to gain.

So cut the crap and get to the point. Increased engagement will be your reward.

Delete anything that doesn’t support your argument

If I told you I recently bought some ace boots for dog walking in an article promising solutions to stop your dog pulling on a lead, I’m being indulgent at my audience’s expense.

Your reader is not going to care about information that isn’t relevant to their problem.

So read your content once, and then again, to see if all your sentences deserve a supporting role in your show.

Look out for weak sentences, and if your article is focused on offering information or solving a problem, ensure every word you write is providing value to your reader.

Is the most important thing at the beginning of each sentence?

I found this gem in ‘Everybody Writes’, by Ann Handley.

Information and the ability to get it FAST are the two main things a reader wants from an article.  Appeal to this need by moving the focus of a sentence to the beginning.

For example:

  • Follow this recipe to make the perfect cake.
  • Make the perfect cake by following this recipe.

Which sentence is correct? Making the ‘perfect cake’ is the most important thing about this sentence. The second sentence does this.

It baits the reader by highlighting the benefit (that they can make a perfect cake) and then it shows them how (by following the recipe).

Word Dissection

Be a Grammar Nazi

Your first draft should be so ugly that nobody will want to bring milkshakes to your yard. It’s about getting that information out of your head in record time. Do this, giggle at your weird and wonderful grammatical errors and put some cleaning gloves on.

It’s time to discover how much grammar you understand, and how much you don’t. Here are two BRILLIANT resources that could save your content’s life.

  1. Unleash a great app like Grammarly on your content.
  2. Check out our essential grammar guide for clarification.

Top Tip: Make a list of your mistakes. Then when you have some spare time, come back and use that list to do some solid research. This helps you rectify repeated grammatical blunders.

Type less to achieve more

This part is REALLY satisfying. Make your content clearer and easier to read by cutting unnecessary phrases from your sentences.

This writing faux pas often stems from our desire to be formal. For example, you might say ‘there will be times when…’ when you could just say ‘when’ or ‘at times’.

That’s just dandy for an essay or a novel but not for copy. You audience wants CLEAR and TO THE POINT content.

So SEARCH AND DESTROY all those difficult to read phrases and replace them with smarter words.

Dare to be brilliant with better verbs

If you approach your first draft like me, you will spew out whatever verb wins the race from brain to screen.

This is good; choosing better verbs belongs in the editing stage.

Experiment, dig deep into your verb bank and identify puny verbs. Inject them with a load of spinach and make them POP EYE STRONG.

Over time, the verb bank in your brain is going to expand. The next time you approach a first draft, they’ll be ready and waiting.  

Time to put theory into practise

Let’s roll back. You’re sitting at your desk. Your first draft looks like a caterpillar and it wants to be a butterfly. You’re ready to start the transformation.

The discomfort you may feel from facing your writing mistakes is slowly ebbing away. You begin to enjoy scrutinising your content. Knowing your writing is BETTER because of your dazzling editing skills is so very satisfying.

Welcome to the club of CONTENTed writers!

Practise makes perfect.

Go grab an old article that carries evidence of your past writing mistakes. Imagine it’s your least favourite person and start dissecting it using the tips and tricks discussed:

  • Delete unnecessary introductions
  • Delete anything that doesn’t support your argument
  • Is the most important things at the beginning of each sentence?
  • Be a Grammar Nazi
  • Type less to achieve more
  • Use better verbs

The more you do this the easier it will get. You’ll have less to edit, saving you precious writing time because…

Great editing has made you a better writer.

About Incredibble


 
helen

Helen Dibble

@DibbleDabbles


 
Frustrated with an internet full of mediocre content and too many tales of burnt fingers, Incredibble sets a new standard in high-quality copywriting.

We craft audience-first marketing copy that differentiates and resonates in today’s crowded content marketplace.