KNOW YOUR AUDIENCE TO WRITE MORE EFFECTIVELY
Know your audience — it’s one of the first rules of copywriting. (Not to be confused with picturing your audience naked. That’s reserved for the public speaking domain…).
Why is it so important? It comes down to making connections with your intended readers. You wouldn’t walk into a university library and start singing at the top of your lungs. (At least we hope not!) And you probably wouldn’t talk to a group of primary schoolkids using a bunch of scientific jargon. You’d find a way to make your topic accessible to them, putting it into words that they’d understand.
That’s the key with good copywriting too. It isn’t about your capabilities or stylistic preferences as a writer; it’s about using language that will connect with the people who you want to read the piece.
Defining your audience
When thinking about your audience, don’t make assumptions. And don’t generalise either.
Knowing your audience means going beyond demographics such as age or gender. Dive deeper and think about values and motivations. What does your audience care about? Why would they take the time to read your copy? What will drive them to take action? What, if any, knowledge do they already have about your topic?
Consider what type of language will be appealing to readers. (This is also a key consideration for organisations when refining their brand tone of voice.) Will pop culture references make people LOL, or go right over their heads? Do people like when you write with familiar, casual terms and slang or do they expect a level of formality?
Think in terms of real people
It also helps to not just think about your audience generally. Think about actual people, individuals who will – hopefully – read and be moved by your copy. Writing an appeal for a non-profit? Think about your Aunt Maggie who’s made monthly donations to a cause she cares about for decades. What kind of language would connect with her? Writing B2B copy for busy marketing professionals? Consider what a full day looks like for someone working in that industry. What content is already landing in their inbox? And what would it take to grab their attention?
Picturing a real person can help you write more naturally (which means more effectively, too).
Ways to get deeper audience insights
Truly understanding your audience is easier said than done, but it pays off to put some time and effort into creating a holistic picture of the people who you want to read your copy.
The above tips can help copywriters get a more comprehensive view of their audience when starting an assignment. From a broader perspective, there are many different ways businesses and organisations can better understand their target market (and then pass those insights on to their freelance writers, of course…). These include:
- Running focus groups to get a variety of perspectives
- Conducting an online survey
- Asking for direct feedback on social media
- Measuring content effectiveness online
- Creating personas for different audience segments.
Want to make sure people read your copy? Whatever the medium – print, web, social – start by thinking about your audience first.
People enjoy humour, it’s part of the human psyche. The desire to laugh and be happy are shown to improve productivity, success and lifespan. Also it is widely agreed that laughing is part of human bonding. With this information in mind wouldn’t it make sense to employ humour in your content to improve it and gain appeal, creating a bond with your audience.
The simplest way to do this is through puns. One of the best wordsmiths in the world so far, William Shakespeare, was incredible at this. Many people are capitalizing on this – I mean we all do don’t we? People consume humorous content all the time – this can be seen through the popularity of Buzzfeed and The Onion.
My personal favourite punny content is a webshow called ‘Whine About It’: a show in which Matt, the host, gets drunk drinking wine at his desk and whines about things. It’s a perfect mix for me – humour and complaining. Upwards and onwards, here are five steps for you to include satire, hilarity and cleverness in your writing to engage your readers and consumers.
Consider your choice of words carefully and think about how they sound and how they play together. For example, at The Copy Collective we are always trying to make our social media more engaging. “A gift from a grateful client, heads up Dominique greatly enjoys grapes of the red variety, Maureen’s muse is more of the Moët kind” was a post we put up recently with an image of wine from a client. Something as simple as alliteration can take an ordinary sentence and make it magical.
When talking about a story or explaining something, compare it to something that’s completely different i.e., an oxymoron. To quote Oscar Wilde, “I can resist everything but temptation” or Andy Warhol, “I am a deeply superficial person”. The simplicity of an oxymoron can really boost any content in both how clever it is and its humour.
In my experience some of the best jokes are my worst jokes, although my friends may not agree with this, obviously they’re wrong. Making people groan is just as satisfying as making people giggle. For example, every opportunity I have to say, “Hi hungry, I’m Rachel” I will. It’s just like with media; there’s no such thing as bad press, all press is good. The same goes for puns.
It’s all well and good to throw in an odd joke here and there but you will upset readers when every single thing they read is a joke. They’ll stop taking you seriously and the comedy will lose its value. Be strategic, hit them when they don’t know it’s coming and make it good.
Isn’t that the point of comedy, to have fun, enjoy yourself, and make people laugh? So be funny in your writing, be clever and most of all be creative.
I’ll leave you with this: A person walks into a bookstore, “Where’s the self-help section?” they ask the clerk. The clerk shrugs and replies, “If I tell you, won’t that defeat the purpose?” – Anonymous
For freelance copywriters, versatility is crucial. Like many freelancers, I’m often switching gears. On any given day, I may be writing pithy B2C web copy in the morning before drafting a long-form industry white paper or annual report in the afternoon.
Adaptability is essential in terms of writing for different formats and channels.
It’s also essential in terms of whom you write for.
Being versatile allows you to round out your freelance writing portfolio (and your job options). But if you’ve been working in the corporate or commercial space, how do you transition to writing for non-profit organisations? And vice versa?
You can write for both if you think about what corporate/commercial and non-profit communications have in common: It’s all about them (the target audience), not you (the organisation).
Focus on the benefit and impact, no matter who you’re writing for
We’ve all had a chat with that person — you know, the one who rambles entirely about themselves and never asks any questions. That self-centred focus is just as off-putting in communications as it is at a cocktail party.
Compelling writing for any client — corporate, consumer-facing, non-profit or otherwise — is audience focused.
For corporate and commercial writing, that means communicating the benefit. Instead of talking entirely about a new product or service offering, write about how it can help. What business problems will it help users solve? Or how will it make consumers’ lives easier?
Likewise, when writing for non-profit clients, emphasise the impact that your target audience can make (or already has). What fundamental issues does your target audience care about, and how can they make a difference? Go beyond talking about who the organisation is; focus on the outcomes and benefits through compelling storytelling.
Understand your target audience
Effective copywriting for any client reflects a deep understanding of the target audience (more on that to come in a later post).
If you’re looking to diversify your work as a freelance copywriter, realise that your experience in one sector can help you write for another. If you keep your audience in mind (and avoid that cocktail party sin of only talking about yourself), you can write anything.
“Once a year, go someplace you’ve never been before.” – Dalai Lama
Maybe you love travelling so much that those words are already scribbled on a post-it note above your desk, and the reason you’re freelancing is to fit work into your nomadic lifestyle. Or maybe international trips are required of you, whether you like them or not.
Whatever your reasons, freelancing overseas is more than just cocktails on the beach. Just ask anyone who’s spent hours lugging around their laptop in desperate search of WiFi, while baffling kindly locals with botched attempts to ask for directions in the local language. Wander where you may, The Copy Collective lets you work wherever your fancy takes you.
Here are five tried and tested hacks to help you land on your feet – wherever that is.
Invest in some travel essentials
As a freelancer on the road, your office comes with you – which may mean being prepared for long stints away from a power point. Ever pulled out your laptop on the plane only to realise it’s out of power – for the next 22 hours? Not a great feeling. A portable, external battery charger can be a lifesaver. Look for one that can charge your laptop and phone or tablet at the same time.
You’ll also want a good pair of headphones, with a built-in microphone. Noise-cancelling, if you can afford it, will make plane travel and work in noisy spaces that little bit more bearable.
Build your local network
Before you head off, ask friends and colleagues if they have contacts where you’re going. At the very least, you’ll have some potential coffee break companions – which can be very welcome if you’re travelling solo.
And once you’re there, speak to as many locals as you can. Look up people who do the same kind of work as you and ask if they have time to meet. I know an Australian photographer who organised a coffee with a photographer working in a similar area when she travelled to New York – they met, and now work together all the time (and got married!)
Learn the language (or at least a few words)
There are some fantastic apps out there to help you, and many are free. Try and get one that you can download to your phone, so you can use it without chewing up data when you’re away from WiFi, and which speaks words out loud. Try Ultralingua and Wordreference.com. If all else fails – type something into Google Translate, cross your fingers and hope for the best (and get ready for some giggles from the locals).
Find a good place to work
Once you nail this one, half the battle is won. Sure, your hotel might work – but when you find a beautiful old library complete with an atrium (and free WiFi) in Paris where you can work undisturbed for the day, you’ll feel like you’ve won the freelancing overseas lottery – and positivity is great for productivity. Ask locals, or do a search for co-working spaces and check out forums on sites that cater for ‘digital nomads’ such as Nomad List.
Cultivate a micro-routine
Having a mini routine to get you into work mode while you’re on the road is even more important than when you’re at home. Why? Exotic procrastination temptations. Work or gelato from that little piazza I haven’t explored yet? Work or a surfing lesson on the sparkling beach I can see out my window? Work or… you get the drift.
Part of the thinking behind having a routine is reducing the amount of decisions you have to make before you actually start working. President Obama knows decision fatigue is a thing – that’s why he wears only a blue or grey suit every day.
So decide the hours you’re going to work in advance. You may need to be flexible – that’s fine. That’s why your travel routine is micro: it’s small enough to take with you. It might even just be opening your notebook and taking a few minutes to write a to-do list. A friend of mine listens to the same film soundtrack every day when she sits down at her desk. Pick something that helps your mind shift from ‘I’m travelling, I want to explore, maybe I can squeeze in a quick [insert whatever distraction that applies to you here]’ to ‘I am working now.’
And once you do get your work done, shut your laptop. Don’t get bogged down in emails that can wait til you’re back home – wander outside and immerse yourself in your new surroundings. You never know what you might find.
Thank you customer. You have been charming, friendly, clear in your brief, demanding, unreasonable, confused and ignorant. Sometimes you are the good fairy of those things; sometimes the other and sometimes all in turn. Sometimes you pay your bills on time; most often you need a friendly reminder.
But, together, with the help of some amazing writers, editors, interviewers, transcribers, designers and project managers, we’ve produced great things.
We’ve progressed international trade, we’ve made information available to millions of people about putting a roof over their heads, food on their tables, wine to gladden their hearts and religion to save their souls. We’ve helped save dying children, pursued better treatments for cancer, blindness, deafness and spinal injury. We’ve helped save the planet – including the whales, wallaroos and wombats. We’ve educated and entertained. We’ve celebrated growth and development and grieved over destruction. Our words, through you, have become heralds of hope, iterations of innocence and cornerstones of creativity.
Together, we’ve created miracles, one of which is a million dollar business. Over the years, we’ve paid writers more than $3 million dollars, we’ve paid our share of taxes and kept the energy industry afloat (often burning the midnight oil on your behalf).
Thank you. Thank you for the brief, for the opportunity, for the growth, for the employment and for the sense of satisfaction. Thank you for choosing us.
To be a successful freelance writer, discipline is required. Lots of it. You must steer clear of everyday distractions and work as efficiently as possible. Thankfully, there are ‘squillions’ of apps available for freelancers. I highlight five of the best of them in this post.
‘Time is money,’ as they say. So, manage it wisely. Toggl makes time management easy and it is suitable for most devices. Just type the name of your task into the ‘What are you working on’ box and press ‘Go’ to start timing. Once you’ve finished, you can assign it to a project. For time tracking only, Toggl is free. However, for more advanced features, like setting your hourly rate and creating reports, prices range from US$9 to US$49 per month.
Evernote enables you to download files, take photos and record audio. It is cloud-based, so you can collaborate with colleagues from anywhere you like. For example, if inspiration strikes while you’re travelling on the bus, use your smartphone to write notes. Then, at the office, use your laptop to continue what you started. Evernote is free.
3. MP3 Skype Recorder
Thanks to apps like Skype, you can meet clients without actually meeting them. It is ideal for interviews and because you can see a person’s body language, better than a phone. I used to record interviews on my smartphone. However, MP3 Skype Recorder enables you to interview and record all on the same device. It is free to use but only suitable for Windows operating systems.
Dropbox is perfect for collaboration. At The Copy Collective, we use it to share files between freelancers all over the world. Dropbox is cloud-based and will sync to all your devices, which means you can access files anywhere, anytime. And if your laptop is stolen or breaks down, you won’t lose important information — it’s all up in the cloud. The basic version of Dropbox provides 2 GB of space and is free. You can get more space and features by paying up to US$15 per month.
For many, myself included, social media is useful for self-marketing. However, if you’re not careful, it can gobble up time like there’s no tomorrow. Hootsuite enables you to manage social media activity more efficiently. It offers a multitude of functions, however the number available depends on whether you are using a free or paid version. These include posting across several social media sites simultaneously, scheduling posts, creating reports and tracking topics of interest.
Freelancing is ideal if you can’t or don’t want to work standard hours or like variety in your work. The trade-off is you have only yourself to rely on. You must work smarter, not harder. Thankfully, the apps featured in this post and many others, will help you do just that.
Freedom of speech is something we tend to take for granted until it is taken from us.
When 12 people were gunned down at the offices of Charlie Hebdo in Paris last year, shock and outrage rippled around the world. There was an outpouring of anger and messages of solidarity; ‘Je suis Charlie’ trended almost immediately on social media sites.
This brazen attack, aimed at silencing the satirical magazine, cut to the heart of what it means to live in a free and open society. Overnight everyone was talking about press freedom and media security.
But over a year later, have things improved, are journalists and media workers safer?
Dying for the right to write
According to Reporters Without Borders 110 journalists were killed in 2015, along with a further 27 citizen journalists and seven media workers. Everyday hundreds more journalists, bloggers and writers face intimidation, harassment and imprisonment, simply for doing their jobs.
Iraq and Syria remain two of the most dangerous places but in an alarming trend, two-thirds of the deaths occurred in countries ‘at peace’. The 2015 January attack on Charlie Hebdo made France one of the deadliest countries for journalists.
Shrinking public sphere
Media freedom means more than protecting the physical safety of journalists and media personnel. It also requires a diverse range of voices with independence from commercial and political interference, sound legal frameworks and open access to information.
Reporters Without Borders found a ‘deep and disturbing’ decline in media freedom in 2015. They noted many reasons for this including increasingly authoritarian tendencies in countries such as Turkey and Egypt, tighter government control of state-owned media and precarious security in places such as Libya and Burundi.
Even in fairly open and democratic countries they noted a decline in independent news coverage, a rise of ‘oligarchs’ who own many of the media outlets and world leaders who are ‘developing a form of paranoia about legitimate journalism.’
This attitude is summed up in a speech by New Zealand journalist David Fisher, who talks about a time when he could pick up the phone and ask any public servant a question and receive a straight answer. Today he fills in hundreds of Official Information Act (OIA) requests to get anything from the Government and is forced to wait while these are vetted, redacted and withheld by ministers and officials wary of political ‘surprises’.
In New Zealand, we smugly feel that press freedom and freedom of information are healthy and well (we ranked fifth on the World Press Freedom Index). As a Kiwi writer and blogger I have certainly never felt the need to use an alias or temper my opinions for fear of reprimand from authorities. I do not work in secret, or conceal personal details for fear of them being used against me.
But with just one independent newspaper, less and less investigative journalism and complaints from journalists and bloggers, of obstruction, occasional harassment and legal devices used to withhold, conceal and manipulate the truth, we could do better.
And we’re certainly not alone, Amnesty International argues ‘governments around the world resort to raids and intimidation and harassment of journalists to stop them from reporting on issues they would rather keep off the public agenda.’
World Press Freedom Day
In honour of World Press Freedom Day on Tuesday May 3rd we pay tribute to journalists who lost their lives for their profession and take the opportunity to defend media from attacks on independence.
If, like me, you feel that a flourishing ‘Third Estate’ is worth fighting for, then consider being proactive by signing a petition, or writing a letter to the editor about freedom of the press.
Or, try simply tuning into an alternative radio station, reading an independent newspaper or follow a forthright blogger. You may not agree with every word they say, but this small act of support shows you defend their right to say it.
Working remotely has unique challenges, and for that you need unique solutions. Here are five things I’ve learned that make working from home successful and fulfilling.
1. A space to work
Virginia Woolf wrote about the importance of having “a room of one’s own” in which to write. The same is true for any person who works from home.
You don’t need a whole room, but a dedicated work space is essential.
My space is a 1sq m desk in the corner of my living room. I have it next to a window overlooking my courtyard. I do like to see the weather change.
Not that we get much of that here in Perth. Sunny today and sunny tomorrow… Clouds are an event. Hail and fog are rare, and the 2010 hail storm is still referred to as The Storm.
2. A good internet connection
These days you need good speed and stability for all those cloud-based platforms. You don’t realise how important it is until neither is working…
Make sure you shop around to find the best internet provider in your area. It’s worth paying a little extra to get a faster, more stable connection.
Netflix and YouTube are the banes of my existence. When kids get out of school, my internet speed drops to almost nothing. Netflix-o’clock.
3. Working remotely – you need contact
You need to like your own company. Even with a busy social life, working from home can feel lonely.
Tuesdays, Thursdays and Fridays are busy days. We have team meetings, and I check in with other staff via phone and video calls.
Some of us need more social contact than others, so it’s important to find the right balance for you and your co-workers.
4. A clear work routine
The key to staying focused is to know what you’re going to do and when you’re going to do it.
It doesn’t matter if you keep a timetable or just a list of jobs – know what you’re doing that day. Keep a time ‘budget’ so that you know how long you spend on each task. Prioritise jobs so that each one gets the time it deserves.
In the morning, I get ready for work as if I’m going to an office. Everything from what I wear to what I eat for breakfast is treated as if I’m going to work.
It’s easy to be distracted at home. There’s laundry to be washed and gardens to be weeded and TV shows to be watched, so that prioritised list is a safeguard.
5. Apps, apps, and more apps
Various software applications make life easier when you’re working remotely. From time keeping to prioritisation, from project management to document sharing – there’s an app for that.
A good CRM is a given. We use Salesforce. You also need a file sharing system that allows multiple people to access what they need – and lets you track who is doing what.
Finding a reliable online meeting app that works with different computers – and multiple operating systems – is a challenge. We’ve used Skype, GoToMeeting, GoToWebinar, JoinMe, and Google Hangout. There are many more, and each has their strengths and weaknesses. Unfortunately, you won’t know what works until you try them.
Back in our parents’ day, working two jobs meant an around-the-clock commitment.
These days, it’s become a lot easier to juggle multiple engagements. You can have a day job in the office to guarantee a regular flow of income and do some small copywriting jobs on the side.
However, as easy as it might be now to juggle a full-time job and work as a copywriter in your spare time, you may not have considered the tax implications. This is a mistake that can leave you out of pocket by several thousands of dollars when your tax bill comes in.
How to plan ahead for your tax bill
In the first year of operating an income-earning side business, you probably won’t be set up to pay quarterly tax instalments. This means you’ll most likely have tax owing after the ATO calculates the tax payable on your total income.
The ATO adds the income from your main salary and side business (not to mention any other revenue earning streams like investment properties and shares) to determine the applicable tax rate. If the latter pushes you into an even higher tax bracket, you’ll also be taxed at a higher percentage rate.
To avoid a nasty bill shock at the end of the financial year, we recommend you plan in advance and set aside the right amount of money every month to cover your tax bill.
To figure out how much tax you should set aside, you’ll need to estimate how much money you’ll earn for the year from both jobs. This will tell you which income tax rate applies and you can work backwards to find out how much money to set aside. A qualified accountant can help you with this if you’re not confident in your projections.
If you earned $80,000 from your full-time job, you would have had roughly $19,200 withheld as tax by your employer. This works out to be a tax percentage of about 24 per cent.
If you also earned $40,000 from copywriting jobs and paid no tax on that income during the year, then your total income for the year would be $120,000, which pushes you into a higher tax bracket.
This means that not only will you have tax owing for your second business, but you’ll also have to pay additional taxes for your full-time job.
The total tax you’d owe for the year would be $34,747, which means you’ll need to pay an extra $15,547 in tax. To plan for this debt in advance, you’ll need to set aside 38.9 per cent of any money you earn from the side business.
The good news is that you won’t have to deal with an annual tax bill from your second year of being a copywriter. That’s because the ATO will have become aware that you’re earning additional taxable income and it will start sending you quarterly tax instalments. The bad news is that you’ll still have to get into the habit of setting aside money every month to pay that quarterly tax bill.
Tax deductions for your startup
Have you already been lumped with a huge tax bill due to your secondary income? Make sure that you’ve claimed all of the tax deductions that are relevant to either job.
Generally, any expenses you incur that are directly related to earning your income can be claimed as a tax deduction. For copywriters, this includes meals and travel, training and self-education, work tools (computer, monitor, keyboard, etc.) and home office costs.
However, some of these expenses – such as electricity, internet and your computer – might be both work-related and for private/domestic use. For these sorts of expenses, you can only claim a tax deduction for the work-related portion.
If you’re using your car for both domestic use and travelling to or from copywriting jobs, you can claim the business portion of your car expenses (based on logbook records of the car’s usage). This can include ‘extra’ costs like vehicle depreciation, fuel, servicing, insurance and registration.
Superannuation for freelancers
You should be mindful of properly managing your superannuation and seek the right advice, particularly if you’re self-employed full-time, as there’s no one contributing to a fund on your behalf. From a tax perspective, if your taxable income is over $37,000, then contributing to your super could be a tax advantage, as you’re able to claim contributions as a tax deduction to help reduce your taxable income.
This article is of general nature only. You are advised to consult a qualified tax agent to get advice relevant to your own situation.
Liz Russell is a senior tax agent with etax.com.au
This article was originally published in writerscentre.com.au
Etax.com.au is Australia’s number one online tax return service. Specialising in online taxes since 1998, etax.com.au enables most individuals to complete their tax return in less than 15 minutes. Each tax return is checked twice by qualified accountants for accuracy and extra deductions prior to lodgment, offering a higher level of support and expertise than at most tax agent offices plus the timesaving convenience of a 100 per cent online service.
August, it seems, is the Month of Romance Awareness. The furthest it can get from February and Valentine’s Day, August is now the month of love. Maybe it’s a coincidence, but maybe it isn’t.
Either way should we be letting calendars dictate when we allow romance into our lives?
Jim Butcher – co-author and owner of the blog MrAndMrsRomance.com – writes about travel, food and lifestyle and is all about bringing romance to your everyday.
The site has taken Jim and his wife Christina all over the world, writing with romance along the way.
Here are some insights from Jim into what it takes to blog.
Why do you write MrAndMrsRomance.com?
My wife Christina and I started this site initially because we travel quite a lot, and we wanted to have a record of our adventures together.
We also wanted to start a kind of ‘he said, she said’ platform to start discussions. The travel, food and lifestyle areas online are quite saturated, but there aren’t many publications written by couples for couples.
We’ve developed our site to be a resource for people looking for inspiration on ways to fill their stomachs or their passports.
Most of all, we do it because we love it. Creating new stories to share with people that will help or inspire them is a great gig.
What do you focus on?
Our focus is on bringing romance to your every day, so August being the Month of Romance Awareness is right on brand for us.
Romance doesn’t have to be about the big or traditional gestures. It’s more about the small things; giving each other time, doing simple things with one another, living life together and enjoying each other’s company.
Most of all, we try to avoid the cheesiness that’s synonymous with the word romance. We try to evoke an ‘ah!’ and a nod rather than an ‘aw!’ and a shrug.
What goes into writing a blog post?
All articles – wherever they’re published – need to be at least one of three things: entertaining, educational or empowering. If they’re more than one of these, that’s great.
The key to engaging people quickly online is with pictures. As much as we can, we use our own images and edit them to look as good as possible.
We mostly use Snapseed to edit photos and Wordswag for text. Wordswag also has a great selection of free images from Pixabay. These are both phone and tablet apps and are much easier to use than Photoshop.
Images exemplify, but they also break-up text too. With so many people reading from their phones and tablets these days, we try to steer clear of writing blocks of text. A four-sentence chunk of text is too much for people to take in, so we keep our paragraphs to three sentences max.
We only ever write about things we’ve done or seen or tasted. Our readers come back to us because of the relationship we’ve built with them.
We like to occupy the positive part of the internet. If we don’t like something, we just don’t write about it. We give constructive criticism and realistic reviews, but we’re not in the business of slating things or people.
We always finish a post with a question or two, inviting our readers to share their experiences. It’s a great way to make readers feel active in the relationship we’re developing.
Jim also wrote 5 Tips for Creating Content to Make Your Website Win.
Who is your target audience?
Although our content is aimed at couples between the ages of 28-40 with a reasonable income, we have a much wider readership. We don’t give relationship or dating advice, and we don’t write to exclude.
We talk about the places we go and the things we eat, and we usually mention what dynamic would best suit the destination or venue. However, we don’t see why romance should be limited to a holding hands moment at sunset with your life partner. I mean we’ve all heard the term ‘bro-mance’, right?
The love you feel for your friends is still love after all.
How do you measure success?
There are a few ways to measure success in online journalism.
Google Analytics, social media reach data, brand interest, receiving awards, being listed and media attention all suggest success to some degree.
Being known as an authority in the field you write about would probably be the ultimate success for a blog. Our friends Caz and Craig Makepeace have been writing Y-Travel Blog for many years now. They were recently invited to the Whitehouse to meet the President, which is just amazing.
Success is a tough one to measure though. I think all the time we’re providing useful, entertaining information to people, we’re winning a bit more every day.