When I started this blog, I wanted it to be fun for me to write – and you to read.
I wanted to create the type of content you can’t find anywhere else.
And that means going niche – and I mean really, really niche!
So I decided to start inventing my own digital experiments.
For example, I wanted to learn how to write the perfect author bio, so I decided to scrape over 2,000 bios off the most successful sites in my sector – to find the perfect formula.
- Should you write in the first or third person?
- Should you write a little, or a lot?
- How many links should you include?
I then packaged this data into an ultimate case study – with results far more interesting than I first imagined.
That’s been my idea since I started this blog.
After reading a ton of advice from so-called gurus, I decided that the only way forward was to be unique and authentic.
Happily, this means I worry far less about keywords and backlinks and have a healthy rate of returning readers.
If I do write a case study where I review products, or suggest alternatives, I do it with a twist – and I always make sure my reviews are personal.
At the heart of every piece, I aim to give you information that’s genuinely helpful – based on hundreds or thousands of real examples, instead of just more internet hearsay.
This blog is only a few months old – but I’m proud to have created relationships with 1,000s of readers already.
I hope you’ll be one of them.
So, what will you read about here?
My main area of expertise is writing – and specifically copywriting.
I studied linguistics at university, and as I talked about above, I’ve got 15 years’ experience writing copy for some of the world’s biggest brands.
What really excites me is making a difference with things that people find really difficult to do – whether that’s writing an outreach email, or coming up with a call to action that’s most likely to convert.
For me, this means research – tonnes of it…
…It means doing things like subscribing to over 570+ marketing newsletters to analyse the way they’re written, and show you exactly how the most successful marketers write theirs.
(My inbox will never recover.)
Or you might like to find out what I discovered when I analysed the copy from every company on the Fortune 500 index…
Or when I tried to rank in the top 10 for a keyword that has 30,000 searches a month – despite my domain authority being a mighty (0.5) at the time…
Or when I wasted an entire week trying out 9 different themes to see if I could get my Google pagespeed up to 100…
(Spoiler: I got Neve up to 99)
What would I like from you?
If I say nothing – that’s not quite true.
I’d love to hear if you found one of my pieces useful. I’d love you to share it and link to it if you found it valuable, or funny – or if you know someone who would benefit from it.
In return, I’ll always offer advice when I can.
As I build this blog from scratch I’ll be brutally honest about the traffic I’m getting (or not), as well as the barriers I’m facing.
If you do subscribe, I’ll also commit to not spamming you – or forwarding you boring content you could find somewhere else. I’ll only email you once a month, with the stuff that I think is the best of the best.
A bit of background about me
I could be anyone – right?
I grew up just outside London.
I loved writing from an early age. When I was 14, I broke my leg playing football (soccer), which meant I was camped on the bed downstairs for 6 months or so.
I used this time to write a novel – which was truly awful.
It was called Alan Lain Has Gone Insane.
At 18 I went to university to study Linguistics – and wrote a half-decent dissertation about upwards and downwards convergence.
Convergence is the idea that if you like someone, you’ll speak more like them to lower the social distance.
The opposite is true if you don’t like someone. You’ll subconsciously change your accent to be less like them.
My study was to see if this held true in the music industry, to find out if there a was a deliberate reason why bands like The Beatles performed in the US with a US accent, and in the UK with a stronger Liverpudlian accent.
In short, I loved language, and the idea of experiments from a pretty early age.
I got my first job at a small, one-man publishing office, based in the attic of a house in the village.
The lovely man who ran it was called Robin Reed.
My job was pretty simple – it was to cut out the obituaries of the Times Newspaper, and analyse the language within them.
I’m still not entirely sure why Robin asked me to do that, but I’m grateful for the break as it helped me land my first proper job.
Working as a copywriter in advertising
I accidentally landed a job at BBH when I applied for a work experience role, believing it to be a Junior position.
This meant that I was given a 3 month contract on basically no money – and told to impress, fast!
Luckily this was right up my street.