Articles by Toby Knott

30 copywriting tips that'll boost your website conversions

Your B2B website is the front line of your content marketing strategy, so don’t cut corners with the copy. After all, your copy will...

What makes you click? The art and science of great headlines

You know how to write a headline.

6 copywriting lessons from great letter writers

Nobody writes letters anymore. But maybe they should. The anticipation, the ripping of the envelope (with your finger because a knife’s...

The most persuasive words in copywriting

Words, words, words. We write them, read them, speak them and listen to them every day, yet words’ ability to persuade, elicit emotion and...

Who are copywriters? Inside the mind of the copywriter

We have written before about what copywriters do, but who is the copywriter?

How to craft email campaigns that entice and convert

Email marketing is a fine art. Too many and you come across as a spambot, too few and you leave your leads dangling.

Are you marketing to people or stereotypes?

The buyer persona, as we've said before, should be the keystone of your marketing strategy. But there's a fine line between a persona and a...

How to streamline your social media strategy

The best way to pitch a content marketing plan to your boss

'Content marketing's just touchy feely nonsense. How does it make me money?' Does this sound familiar?

5 lessons I've learnt from writing professionally

I have only been writing professionally for a few months but I've already learnt some valuable lessons about what it means to write for a...