25 Questions I Ask a New Client Before Writing their Website Copy. (Feel free to steal these!)

When taking on a new copywriting client, I want to really “get” their business and their goals for the copywriting project. It’s my job to find out before embarking on any writing: where are they now, and where do they want to be after this copy project is complete?

achieving a client's writing goal

25 questions may seem like a lot, but this interview saves me – and the client! – a lot of time in the long run. It helps to ensure that the process of crafting their website (or other) copy is as efficient and cost-effective as possible.

It also means that I’m much more likely to accurately deliver the message that they’re looking for and hit the jackpot with my copy in fewer drafts.

Here are the 25 questions I always ask: 

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Content vs. Copy: What’s the Difference?

If you don’t have time to read this post, here’s the gist: Content Tells & Copy Sells. Read on for a more detailed explanation!

Copy vs content writing - what's the difference?

I’ve noticed that Content and Copy are often used interchangeably by clients and many people in the business world. It’s no surprise; few people know the difference.

And that’s such a shame! Since there’s a large difference in both the purpose of each one, and the skillset needed to write them, it’s really useful to know how and why they’re different.

Copy vs content writing - what's the difference?This is key if you’re planning to write your own business messaging, but it’s arguably even more important if you’re looking to hire a writer to help with your communications. Writer ≠ the ability to sell your product or service. ‘Writer’ is a general term; it does not mean that everyone who writes can communicate your business to your customer.

So, here’s a basic breakdown of what Content is and what Copy is – hopefully helping clarify which one you need for your project and to achieve your biz goals.  Continue reading

Starting a Business: 5 of my Favourite Things

It’s been 10 whole weeks since I started my new business, PepTalking. After much deliberation about how to describe what I do I settled on ‘Digital Marketing & Communications’, and that’s exactly what I ended up writing on my new business cards.

Which I love by the way – they’re from Moo.co.uk if you want some too!:

Screen Shot 2017-07-10 at 9.43.55 AM

I’m amazed and grateful at how the stars aligned and I had several clients come to me just as I was coming off my maternity leave. Such fortuitous timing and a real treat to be working with small businesses and individuals that I respect and admire ❤

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Is Your Coffee Causing Your Anxiety? Q&A with a Holistic Health Coach


Hi peops. I’d like you to meet one of my good friends and favourite human beings on earth… the beautiful Eva Liao!

Eva and I met almost a decade ago in Tokyo and I can remember our very first conversation so very clearly. She asked me if I had heard of the ‘Quarter Life Crisis’.

I was like, “the what?!”

For those of you who are unfamiliar, the QLC is kind of like a midlife crisis, but it happens way earlier (mid-late 20s), and is an epidemic amongst Generation Y & Millennials.

She was going through some stuff at the time and was feeling as if she was in the thick of her own QLC.

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Round Up: The Best Healthy Snacks for Summer 2017

Last month my very nice postman delivered 6 wellness subscription boxes for me to review and write about in the Evening Standard. As my mother has always said, I “eat like a bird” (i.e. little and very often) and as such snacks are pretty much my favourite thing ever.

The goodness project subscription box

Vegan Wellness Subscription Box from The Goodness Project

Through this assignment, I discovered some super cool healthy products that wouldn’t usually make it onto my radar and of course I want to share the love. Here they are – the perfect bites to keep your energy levels up in this summer heat.

Snack on! Pep ❤

  1. Dried Jujube fruit from Abakus Foods
    Vegan, Gluten Free
    abakusfoods.com | @abakusfoods

    Dried Jujube Fruit from Abacus Foods

    Dried Jujube Fruit – aka Red Dates – are popular in Asia

If you’ve never had a Jujube, think sort-of-a date but not as sticky. The Abakus website states that “This superfood is packed with antioxidants and phytonutrients, and are known to help uplift the mood, calm the mind, improve sleep, and boost the immune system. They are beneficial for overall health and vitality. The fresh fruit has 20x more vitamin C than citrus fruits!”

Jujube fruit (Red dates)

Toast with avocado, halved jujube fruits, blueberries and crunchy jujube sprinkles

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An Awkward Trip to the Shops

How do you eat an elephant- (4)I had picked up way more than one should at the small-ish corner shop; in all honesty I was too lazy to go to the supermarket. When I approached the till there was a long queue forming. It was a Friday afternoon, and a sunny one at that, two factors that bring shoppers flocking.

Teenagers buying ice cream on their way home from school, workers picking up beers and snacks for the park, other mums trying to shop for the weekend with kids in tow. And just as I got to the till, the second shop assistant announced it was 4pm and she was done for the weekend; hurrah!

As the line behind me continued to grow, I threw my heavy, overflowing basket onto the counter and saw the look of terror on the poor boy’s face. He was likely not yet 18, no doubt working his first job, in a uniform that he was positively drowning in. Despite his heart visibly sinking when he saw how much I was purchasing he smiled and, in a very well spoken accent that seemed out of place, welcomed me to the store.

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