HOW TO GET THE BEST ROBOT ON YOUR CHRISTMAS LIST
It was grey-blue, a bit shiny and about the size of a small doll. Robbie the Robot was my brother’s Christmas present. I loved it at first sight. It made noises and when you wound it up, it would ‘walk’ – more like a ‘jerky slide’, really.
Since that day, half a century ago, I’ve loved robots and have dreamed of having at least one in my life. So this year, I’ve backed a Kickstarter project and bought two robots for Christmas. I’ve (ostensibly) bought one for my husband and the other for myself. He might get to use one :).
Asimo the humanoid robot created by Honda who has been my desk buddy for years, watch the small wind up version walk in slo mo.
They don’t clean house
When I tell friends about my robots, they all immediately ask: “What can they do, can they clean the house?”
Well, no – they don’t clean house. But you can buy a Dyson robotic vacuum cleaner, which does a pretty good job vacuuming the floors. If that’s what you care about and are prepared to spend an anticipated $3,000 when they are on sale in Australia and New Zealand, the Dyson gets floors clean.
What my robots can do is recognise faces, understand natural speech, they can record and play back sound, they can avoid obstacles, they can learn a floor plan, and they can develop a path of travel.
The second thing my friends ask is: “How big are they?”
They are small – about the size of a basketball or a small dog. No, they don’t look human. They don’t have a ‘head’ as such but a flat surface. I can say to it (supposedly, we’ll find out for sure in May 2017 if this is the case): “Take this to Graeme in the study”.
What do you call them?
My robots (no we haven’t named them yet) will then locomote to the study and – recognising Graeme’s face – ‘stand’ in front of him while he takes the beer I’ve sent him. If Graeme sends back a message, my robot will record it and play it back to me when it returns.
The fourth question my friends ask (as above, the third being: “Do they have names?”), is “what did they cost”. They cost me $450 for the two – delivered to Sydney. That’s converted from US$ and is an ‘early backer’ price. They will retail around $500 each – if they ever get that far and the project goes well.
The fifth question I get asked is: “Can they pick things up?” No, they can’t but they can carry to and from a path of travel. “Take this to Mum”, is something they can achieve (they have to learn that ‘Mum’ is sometimes called ‘Maureen’ and they can learn what ‘Mum’ and ‘Maureen’ look like and that they are the same person).
Fetch and carry
“Get me a glass of water” – involving getting a glass out of the cupboard, turning on a tap, filling the glass with water and taking it to a person – is not something they can do. For that level of robotic sophistication, you have to have a robot from Boston Dynamics – the maker of my very favourite robot of all Big Dog (and Small Dog or as they call it Spot Mini).
And just like for people with disabilities, we are having to make reasonable adjustments for our robots. We will be installing at least one ramp at our apartment so it can go in and out of the door to the balcony (I’m sure Graeme will want a beer on the balcony over Christmas).
We will also have to ensure that the path of travel is clear – no present wrapping or ribbons lying around. We will also have to speak clearly and distinctly, so the robots can understand us (think Siri on steroids).
I’m dreaming of a Christmas with robots. What would you like on your robot Christmas list?
My top 10 robots
|1||Big Dog||All terrain robot, heavy haulage||$10 million|
|2||SpotMini||Washes dishes||Not known but has cost at least $3 million so far|
|3||Dyson robotic vacuum cleaner||Vacuums floors||Likely to be around $2000-$3000 in Australia|
|4||iRobot Looj||Gutter cleaner||$209 online|
|5||Polaris||Pool cleaner||About $800|
|6||Litter-Robot||Self-cleaning cat litter box||$895 in Australia|
|7||e-Vigilante||Replaces internal security guards||Around $8 an hour (lease), so I’m guessing ‘super expensive’|
|8||Hobot 188||Window cleaner||$350|
|9||Tech Line L60 B||Robotic lawn mower||$1800|
|10||Braava Jet||Floor washer||$350|
Donald Trump’s recent ascent to the White House caused shock waves of disbelief around the world. Over in New Zealand, another unlikely aspiring politician also caused a stir — albeit on a much smaller scale – by placing third in the race to replace Len Brown as mayor of Auckland.
The politician in question is Chloe Swarbrick. If the name is unfamiliar, you may be curious about her background. Well, she’s not a seasoned local-body politician, a well-known businesswoman, or a celebrity.
Chloe Swarbrick is, in fact, a precocious 22-year-old who, up until October’s elections, no one had heard of.
Now, to you, third place may not sound all that impressive. However, consider this: Chloe collected around 5,000 more votes than the previous election’s main contender and one-time reality-TV personality John Palino. The two who finished ahead of her were ex-Labour Party leader Phil Goff (he won the mayoralty) and ex-Xero managing director Vic Crone.
She’s got to be rich
Perhaps surprisingly, Chloe didn’t have a bottomless ‘war chest’ to draw from – she had about NZ$9,000. As a result, her face was absent from the thousands of billboards that littered Auckland’s streets – billboards that were much too expensive. And, predictably, mainstream media showed little interest in her.
So, how did she do it?
While everyone else used the dusty old strategy of putting up billboards and posting pamphlets – which most of us never read – Chloe took a 21st century approach.
You see, by day, Chloe is a social media strategist. So, knowing too well that traditional media would gobble up her funds before she had a chance to say ‘down with Len Brown’, Chloe stuck to what she knows.
“Social media lets me, as it does with all candidates, create my own content. What social media and the internet did was democratise information… people can ask questions and get answers in real time,” Chloe told the New Zealand Herald.
Five social media tips
Of course, just being on social media isn’t enough. To be successful, you must:
- Add value – don’t create content for the sake of it. Make sure what you produce is informative and answers your audiences’ questions.
- Be relevant – stay on message. Being an expert baker doesn’t mean that talking about chocolate cakes will help your cause.
- Choose the right medium – what type of content does your audience prefer? Chloe made a lot of videos; however, you could write blogs, create memes or run competitions.
- Be consistent – set a publishing schedule and stick to it. This shows you are active and keeps audiences engaged.
- Be responsive – one wonderful thing about social media is that it enables you to engage with your audience in real time. So, be around for the conversation; when people comment, make sure you respond.
What can we learn from Chloe?
Most of us hold no political ambition. However, if you are reading this post, you probably run a business or a not-for-profit organisation. To achieve your goals, you need to reach out to your target customers or donors.
Before social media, ‘reaching out’ usually meant buying expensive advertising – something that is much easier for big organisations.
Incidentally, during the recent US election, as of late October, Hillary Clinton spent US$141.7 million on advertising; Donald Trump, on the other hand, spent just US$58.8 million.
What Chloe’s campaign demonstrates is that social media evens out the odds – ‘David really can challenge Goliath.’
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.
So, you feel like you’ve nailed your brand’s tone of voice. And you’re on board with content marketing, too — you know that by creating and sharing content that’s valuable to your audience, you can draw people to your business or organisation. Ultimately, that means you’re better positioned to meet your goals.
But, where does all that content come from? Whether you’re maintaining your company’s blog and social media or producing more in-depth content to share, it’s easy to feel stuck. Or overwhelmed. Or constantly behind. Or a bit of all three.
That’s where an editorial calendar comes in. (Queue the epiphany-moment music…)
How an editorial calendar can help your organisation
With an editorial calendar, you’re less likely to find yourself scrambling at 4 pm on a Friday for a Facebook-post topic to get scheduled for the weekend. And you’re probably less likely to decide to just share another pic of a LOLcat… though we have nothing against that. (Seriously, we share plenty of cat pics around here.)
With an editorial calendar in place, you’ll be able to:
- Plan ahead (and get ahead by writing and scheduling content such as blog posts and social media posts in advance)
- Improve delegation — with content buckets determined, you can recruit the right people within your organisation to create content (again, ahead of time)
- Stay organised and save time – need we say more?
- Be more strategic – with your bread and butter content created in advance, you’ll have improved ability to pivot content when relevant, timely opportunities come up
- Engage your audience more consistently, driving better engagement over time.
Tips for building an editorial calendar
Crafting a long-term schedule for content can feel a bit daunting, so start small. Rather than tackling the entire year, start by building a schedule for the month. Then you and your team can assess what worked, what didn’t and go from there.
Your editorial calendar will tie in to your overall content marketing strategy and goals. So you should already have a clear idea of whom you’re talking to, what channels you’re using and how frequently you’re sharing content.
Then you’re ready to start determining what your actual content will be about. Here are a few different content directions to leverage as you get started:
- Your brand pillars — start with the basic foundations of your brand. Use your core messages as content buckets. For instance, if caring for the community is one of your brand pillars, then you may highlight a story on social media once a week that shows your organisation working side-by-side with people locally.
- Milestone events, celebrations, relevant holidays, conferences, etc. – does your organisation have a major anniversary coming up? Or is there a commemoration such as Breast Cancer Awareness Month that relates to what you do? Use those opportunities to come up with some timely content.
- Evergreen content – what topics are always relevant to your target audience? Brainstorm ideas based on knowledge your organisation has (that your audience needs). These are topics that you can leverage any time of year, especially when there’s a hole to fill in your editorial calendar.
Depending on your audience and the channels you’re using, you might also throw some light-hearted topics into your editorial calendar. Maybe #ThrowbackThursday gives you a great opportunity to show your brand or organisation’s history in a fun way. Or perhaps a LOLcat is exactly what your target audience needs on a Friday afternoon. Plug those content buckets into your editorial calendar too. In addition to making life easier on you since you’ll know what content is coming up, your audience will start to look forward to those regular posts too.
One more thing
An editorial calendar can make a world of difference for anyone with content-creation goals. Are you a single-person business with a blog that’s just getting off the ground? An editorial calendar can help. A non-profit organisation with a large donor base and successful content already? An editorial calendar will work for you too. Or a B2B company aiming to improve brand awareness? Yep, you guessed it — get calendaring!
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
“All things will be produced in superior quantity and quality, and with greater ease, when each man works at a single occupation, in accordance with his natural gifts, and at the right moment, without meddling with anything else.” – Plato
Sounds pretty good! But with the increasing demands of today’s job descriptions, people are multitasking more than ever before.
Technology, used smartly, can give us a flying head start on our to-do lists. It can help us work smarter and concentrate on what’s important. It may be the ability to quickly collaborate with colleagues or programs that allow us to do creative work in completely new ways. We’re spoilt for choice, with new apps and platforms being constantly developed. But that choice can be overwhelming – which platforms should we pick?
Here are three essential apps: Evernote, Dropbox and IFTTT.
Here are a few ideas to get you started:
- Create a notebook or notebook ‘stack’ for a project and drop in everything (including images, PDFs and lists) to keep all your ideas in one place.
- Install Evernote’s powerful Web Clipper and instantly save articles you read online to the notebook of your choice.
- Consider upgrading to a Premium subscription and be able to access all your notes and notebooks offline, on any device – handy if you are a fan of working on the plane.
For most people working in the cloud, Dropbox is a lifesaver. Its file-sharing and storage facilities are powerful and easy-to-use and its free account may well provide all the features you need.
Apart from storing and sharing, one of its handiest uses for people on-the-go is the ability to preview files – whether on computer or mobile. Say you’re emailed a Photoshop file to preview, but you don’t have the right program to open it. No problems – preview it in Dropbox. The same goes if you’re on a mobile device and you need to open a PDF or Word file.
Check out some of Dropbox’s other hidden features here.
Automate, automate, automate: IFTTT
When discussing the future of how we work, automation is a hot topic. From robots to simple formulas, everyone from Fortune-500 companies right through to freelance writers are looking for ways to maximise efficiency and cut time spent on simple tasks. And the time saved can be significant. McKinsey estimates that 10 – 15 per cent of a marketing executive’s time could be automated by adapting current technology.
Robots aside, who doesn’t want to shift some of the more repetitive, manual tasks off their plate and leave time for the more important, creative tasks?
Introducing, IFTTT. Wondering about the acronym? It’s an abbreviation of ‘If This Then That’. The free platform connects to hundreds of services to let you create conditional statements, or ‘recipes’, to automate tasks for you. You can use it in your browser, or in one of their apps.
For example, you might employ the powerful Evernote/IFTTT combo to automate publishing some of your blog posts. IFTTT syncs with several online publishing platforms – here are some examples:
- Publish a Medium post when you add a tag to an Evernote note
- Create WordPress blog posts from an Evernote notebook
- Publish a Tumblr post when you add a tag to a note
Or maybe you want to keep track of your writing ideas? No problem – use IFTTT to automatically generate your very own content repository.
Dropbox also fares well with IFTTT. A favourite hack is being able to sync files between Dropbox and Evernote – handy if you prefer to work in your Evernote notebooks, but also need files in Dropbox to share with clients or an agency. Here are some other recipes worth checking out:
- Get a notification whenever someone adds a file to your public Dropbox
- Update your ToDo list when a file is added to Dropbox
- Uploading Dropbox content to blogging platforms like Medium
Evernote and Dropbox are powerful platforms. Using IFTTT to bring them together makes them even greater. And, used cleverly, they can help you escape from meddling with your to-do list when you need to focus on your occupation – taking a little inspiration from Plato.
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.
A brand is more than a logo and signature style for communications. It’s also what people think about your organisation. In this way, a brand is alive. It’s constantly being recreated in real-time based on people’s perceptions.
For your organisation to succeed, you want to ensure that those perceptions align with your own beliefs about who you are and what you stand for.
Your brand voice plays a key role in achieving this. But how do you finesse your brand voice? And what is brand voice anyway?
Identifying your brand’s personality
Your tone of voice helps your brand become memorable, meaning that how you say something is just as important as what you say — and sometimes even more so.
But how do you make sure you’re consistently using an authentic and effective tone of voice?
Start by thinking about your brand voice as an extension of your organisation’s personality. If your brand were a person, how would you describe them? Humble and wise? Cheeky? Direct? Friendly and approachable? Compassionate?
Establishing personality traits helps you set parameters. If confidence is one of your company’s main traits, then your tone of voice may be bold, assertive and direct. If you consider your organisation to be visionary, then your tone may be uplifting and aspirational. A bit lofty even.
Guiding questions for refining your brand voice
Clearly personality and tone go hand in hand. But there are other factors to consider as well.
As you continue to refine your brand voice, here are some guiding questions to consider:
- What type of language will resonate with your key audiences? Casual language, including slang? Or more formal language?
- How do personality and tone impact the cadence of your written communications? Are sentence fragments ok to use? Or are you more academic?
- Are you conversational in your content, using ‘we’, ‘our’ and ‘you’, for example? Or do you strictly write about your organisation in the third person?
- Do you use contractions in written communications? (This links back to your target audience as well as the level of formality you’re aiming for.)
- How do you/your employees naturally speak about your organisation? How can this organic approach be captured in your written communications?
Making your organisation distinct through your unique brand voice
Finessing your brand voice means delving deeper than questions of style, such as punctuation preferences. It’s about communicating in a way that helps you effectively connect with your target audience and stand out from the crowd at the same time.
Although spring has just arrived here in Australia, winter is coming for our friends in the northern hemisphere.
“I’d never get anything done if I worked from home”.
People say that to me a lot. And to be honest, it’s how I feel all too often. There are sooooo many other things I could be doing around here, instead of hitting my desk and tapping out a thousand words on the inner workings of superannuation.
And it’s never harder than in winter.
It’s comfy, warm and cosy in bed. It’s so chilly out there that I don’t want to move. Seriously, where’s the incentive to get up and write? Especially when I could get away with leaving the work for another day.
But as any freelancer knows, drag your heels today and suddenly you don’t have time for the lucrative, urgent job that comes in tomorrow…
So here (from one reformed procrastinator to another) are five pro tips for freelancers on winter productivity.
Work to your own rhythm
Possibly the best thing about freelancing is that it doesn’t matter when you do the work, as long as you get it done. Instead of forcing yourself to keep conventional hours, you’ll be most effective if you tap into your body’s tempo and work when you’re most alert – whenever that is.
So if you’re not a morning person – or you’re only a warm weather morning person – go ahead and have that lie-in. Work from midday until 8 pm. Work late into the night, when all your nine-to-five friends are tucked up in bed. Working with The Copy Collective lets you do whatever suits you best – but do make sure you’re getting enough sleep.
Do something first to get you going
The chillier it is, the longer it seems to take to get the brain firing. Some winter mornings, it can feel like you just don’t have a coherent word in you.
Doing something else vaguely productive (like house chores, paying bills or hacking at something in the garden) can help wake you up and give your brain – and your confidence – a boost before you sit down to work.
I’m very sorry, but I’m going to use the ‘e’ word. Every motivational post you ever read will tell you how much ‘exercise’ helps with body and brain function ‘blah blah blah’ – and that it’s especially important in winter (when you’re more inclined to hibernate).
But wake-up exercise doesn’t have to mean sweating. Getting outside for a half hour walk (even if you’re bundled under numerous layers of wool and a waterproof sheet) really can help to clear out the cobwebs. Honest.
Make yourself comfortable
Fact: cold fingers don’t type well. And it’s pretty hard to focus on work, when you are shivering. So before you start work each day, put the heater on, dig out the old-lady lap rug and make sure your office is a comfortable place to work.
Oh, and don’t forget to compensate for the shorter, grey days with some extra lighting so you don’t feel like you’re working in a cave.
If you’re really struggling with motivation, there are some great apps out there to help you form better habits and stick to them (I love Habit List for iOS).
Obviously an app can’t generate willpower out of thin air. However a good tool can help you track how you’re doing, build a more productive lifestyle and keep the inspiration flowing on those chilly, darker winter days when your bed looks so very inviting.
It can be daunting. That blank screen glaring, the blinking cursor taunting you and a deadline looming. Returning to work as a writer after a break is a bit like getting back to the gym after an indulgent holiday. You may need a few extra minutes to get out of bed, but you know you’ll feel better once you’ve just done it.
So, whether you’ve been on a globetrotting getaway or taking time off for parental leave, here are a few pointers for sharpening your copywriting skills when you return to work.
Allow some extra time.
Give yourself plenty of time to warm up. Plan extra time for assessing your brief, conducting any necessary research, brainstorming, writing and reviewing. That way if your writing muscles seize up, you have a bit of a buffer.
Ask for input.
Just like grabbing a spotter for the bench press, ask someone you trust to read your copy before you submit it. A second opinion can be invaluable (regardless of whether you’re returning to writing after a break or not).
You’ve heard it here before – reading is essential to effective copywriting. Especially if you’ve been reading nothing but tourist websites (or in my case, stacks of rhyming baby books!), then carve out a few extra minutes each day to read. It could be the newspaper, industry magazines, fiction – anything to stir up the stagnant words in your head and help you find your rhythm again. Even reviewing the TCC Style Guide can help.
Get back to basics.
Focus on the fundamentals of good writing. Who is the intended audience? What is the goal of the communication piece? You won’t feel overwhelmed by the task at hand if you keep best practices in mind.
Hey, you’ve done this before! Every experience enriches your writing, so leverage that time you spent away from the screen while reminding yourself you’ve got it covered.
Sometimes a break from the gym can be just the thing you need to push yourself harder when you return. And the same can go for writing. So, if you’ve taken a hiatus, whether for family, work or play, follow the above tips to fire up your writing muscle memory. You’ll be back in top copywriting shape in no time.