Archive: Feb 2019

  1. So you want to hear more about our latest projects?

    Comments Off on So you want to hear more about our latest projects?

    Royal College of Physicians

    Thanks for taking an interest in our most recent campaigns and projects. We’ve most recently been working on a membership campaign for the Royal College of Physicians.


    Recently we’ve been sorting through the images from our RCP member shoot. It was a fantastic shoot where I was privileged to meet six amazing Physicians.

    This campaign focuses on showing the RCP’s members as leaders in their field but also as the ones leading the call for more members. This campaign shows the RCP as the dynamic, forward thinking organisation they are – dispelling any myths that it is an ‘old boys club’. The fact that the driving force behind the reasons for joining is the members, allows the RCP to articulate all the benefits of membership without coming across as pompous or ‘chest beating’.

     .   .   .

    It’s been a real honour to see first hand the amazing work the RCP and its members do to ensure the NHS continues to be the true national treasure that it is.

  2. We need to talk about Will…

    Comments Off on We need to talk about Will…


    Let me share this little tip that I was lucky enough to receive from a friend… ­

    You can remove ‘Will’ from virtually all marketing and it’s suddenly snappier, more assertive and more present. Let me show you…


    “RCS Affiliate membership will support you throughout your training.”

    Change to

    “RCS Affiliate membership supports you throughout your training.”


    The RCS new online CPD tool will help support you throughout your career path

    Change to

    The RCS new online CPD tool supports you throughout your career path


    Once you enter our competition you will be in with a chance to WIN an amazing NEW iPad mini.

    Change to

    Enter our competition and you’ve a chance to WIN an amazing NEW iPad mini.


    You see the trouble with ‘Will’ is that he implies an indeterminate time in the future, he’s just that little bit vague. Once you get rid of him you are subtly leading the reader to believe they have already engaged with you, that this is all happening right now.

    So fire Will, free Will, take away his weak-willed approach – and you might just find your marketing copy content is that little more punchy, positive and believable.


    Do you have a copywriting conundrum that you need a little help with? If so, send it to me

    Plus if  your copy is selected to be used as an example in our Juicy News copywriting article (and you’re happy for it to be shown) – I will re-write anything up to 500 words for free!

Thank you! Your subscription has been confirmed. You'll hear from us soon.
Juicy News