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Content, contemplations and commentary from Copywritten

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TinyLetter

Small but perfectly formed

If you'd love to keep in regular email contact with your clients but find MailChimp a bit of a faff, TinyLetter may prove to be a boon.

I gave it a go last week and while it doesn't have any of the sophisticated design and analytics capabilities of its simian older brother, it does have an unmannered simplicity that seems to lend itself perfectly to shorter, more intimate communications. There are a couple of niggles. It's only really compatible with Firefox and Chrome, so if you're an aficionado of Safari or Explorer, you'll have to remember to switch. And though you can incorporate images, you'll have to upload them to a file hosting service like Dropbox first. There are some basic formatting options, too, but manipulating text might still feel more restricted than you're used to.

On the plus side, you can set up an account and send your inaugural missive in minutes. It's fun, friendly and - best of all - free. Its very lack of sophistication also means that the words take centre stage, so you'll need to craft each message with care to create impact. If you do decide to give it a go, add me to your list - I'm keen to see what people make of it.

What's great content worth?

If you want to build a brand and establish a credible online presence, you need great content. And you need to refresh it as often as you can. But if you haven’t the time, resources or inclination to create it in-house, you’ll probably be on the hunt for a content provider. How much should you be prepared to pay, though? And can you get great content on the cheap? Read on...

Brush up your call to action


Every email marketing piece needs to have one. It’s the call to action that capitalises on your perfectly constructed content, inspiring interaction and ultimately converting readers into customers – so what are the ground rules?

You have reached your destination

No matter how entertaining your email content, you’ve got to be leading your readers towards a goal. Think of the call to action as the moral of your story, the inevitable conclusion to a compelling tale. It could be as simple as ‘buy this, here, now’, but it doesn’t always have to be a clarion call to purchase. Read on...


Monkey Business

I discovered something new about one of my (deceased) uncles this week and it got me to thinking that however well we think we know a subject, there’s always a fresh angle to explore.

Turns out ma’s brother, Joe, had a monkey. Not sure what kind (presumably one of a manageable size, which rules out gorillas and orang-utans) but apparently it lived in his house and travelled with him in the caravanette when he sallied north from Bristol to visit his siblings. Nobody seemed to know when or from what it died - assuming it did. Maybe it stayed on in the house when Joe passed on. I’d like to think so.


How can I not have known this? I’m prepared to accept that there’ll be lots of ancient feudal stuff to which I’ll never be privy. But to be ignorant of the fact that we once had a monkey in the family seems ridiculously remiss. Read on...

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