by Lisa Cropman | Jul 15, 2026 | Brand voice, Copywriting tips
There’s a moment in almost every discovery workshop where someone sighs and says: ‘We’re actually very good at what we do. We just don’t know how to explain it.’ Usually followed by an awkward laugh. Because they know that sounds a bit...
by Lisa Cropman | Apr 20, 2026 | Brand voice, Copywriting tips
This is something that’s come up repeatedly in client work lately. They’ve freshened up their homepage copy. Or tweaked their About page (again). Maybe they even hired a copywriter. And the words got better, the structure got cleaner, but something still sits a bit…...
by Lisa Cropman | Nov 1, 2022 | Copywriting tips
Feel like you need a tagline to go with that nifty brand name or logo? Excellent call. A great tagline is compelling verbal shorthand for who you are and what you promise. It has the potential to unite all aspects of your brand around a single, powerful idea in a way...
by Lisa Cropman | Feb 20, 2016 | Copywriting tips
“My area is quite specialised, so I’m wondering how you can write about my business if you don’t know about my industry?” A prospective client asked me this question the other day and provided the inspiration for a blog post I thought would be useful. It’s a fair...
