The importance of storytelling for businesses

February 6, 2017

In 2016, Forbes referred to storytelling as the new strategic imperative of business. Here at Intelligent Ink, however, we don’t think it’s new at all. Ever since our inception we’ve known the absolute importance of telling stories. Just in case you’re still not convinced though, we’ve unpacked why we believe storytelling is so vitally important. […]

Clever copy: A salesman in written form

January 17, 2017

A copywriter is the ultimate salesperson, responsible for guiding a customer through their journey to purchase. However, compared to their chatty counterparts, they face an interesting challenge… Rather than being able to answer a customer’s questions in real time, they must anticipate what enquiries will arise – and then squelch any concerns with limited word […]

How to repurpose content without being penalised

October 28, 2016

Who really wants to read the same story over and over? When writing a press release or an article about yourself or your business it can be easy to fall into a trap where the same issue is continuously addressed. Not only does it make the story very one dimensional, but it can also switch […]

Oh, dash it! A wordsmith’s guide to hyperbolically great grammar

October 6, 2016

A deep and abiding appreciation (dare I say, perhaps even love?) for grammar is a trait that not a huge number of people possess. But when you’re in the business of all things wordy, grammar has its own kind of glamour. It should be noted that English is a constantly evolving language – and we’re […]

Capability vs. Clarity: Preventing jargon from affecting clear communications

July 21, 2016

For people working in our corner of communications and writing, there is an unspoken extra element to our quirky job titles. Whether Wordsmith & Content Marketing Queen, PR & People Person, or Smooth Operator, we all have an extra superpower – translation. Some of the team may have dabbled in various languages along the way, but the […]

Business blogging 101

June 30, 2016

‘Content is king’, they say. ‘Just write a blog’, they say. ‘Demonstrate thought leadership’, they say. Easier said than done, we say. But just because there’s more to creating and maintaining a company blog than stringing a few words together and throwing them out into the wild world that is the web, it doesn’t mean […]

Writing kick-ass web content

May 12, 2016

Picture this. You’re looking for a new accountant, or maybe a plumber. Where are you going to go to see what options are on the cards? Or maybe you’ve read a piece about an interesting charity. You want to learn more. So what do you do? It’s not a trick question. In this day and […]

Writing exercises to transform your copy

March 28, 2014

Effective copywriting boils down to one thing: keying into your prospect’s overriding need. Your headline is the means of stopping your prospect in his tracks, of focusing his attention on one single thought: that overriding need. The rest of your copy must amplify that need. When it does, your product emerges as the fulfillment, and […]

Findings from FINZ – Raising brand awareness and making the most of your communications

March 10, 2014

We were recently invited to speak at a FINZ (Fundraising Institute of New Zealand) luncheon to share our expertise on raising brand awareness and making the most of communications. We absolutely love working with not for profit organisations, so this was the perfect opportunity to help some NFPs with raising their profiles and meet some […]

Copywriting: an art or science?

August 21, 2013

I think all of us here at Intelligent Ink would like to say that copywriting is truly an art. Who doesn’t want to be thought of as an artist, a creative genius? But what really drives people to actually act upon reading a piece of copy? What makes a customer part with their hard-earned money […]