The Blackad List

A blog about content, with analysis and opinions to spare.

Here’s where we reveal the secrets behind our work. If there was a writers' circle we’d be out on our ears.
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Copywriting, Tone of Voice

How to keep your tone of voice consistent

A consistent tone of voice can help you achieve great things. It can align your team, help you...

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Copywriting, Training

Sense check the spell check

We’re writers by trade and we use the grammar and spell checker functions just like everyone...

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UX, Copywriting, Recruitment

Do copywriters dream of electric competitors?

Fear of technology stealing jobs has been a constant since the first industrial revolution. But...

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Copywriting, Recruitment

What are the different types of copywriter?

While all great copywriters use words to inform, educate and sell, some have specific skills for...

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UX, Brand Language, Copywriting, Process

Spoilt for voice: our pick of the best branded Alexa skills

Amazon’s Alexa skills store is awash with trivia and flash briefings. But some have taken a more...

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Copywriting, Process

Typos and the art of not looking stupid

Typos: every copywriter’s nightmare. You’ve stressed for hours over a piece, carefully crafting...

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Copywriting, SEO

SEO how we did it: Tails.com

For an online-only businesses like tails.com, discoverability and engagement are...

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Copywriting, Training

Three English grammar rules you can break. Sometimes.

English grammar is a thicket of complex rules. But believe it or not, some of them can be...

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Copywriting, Process

How to write and manage financial services content

Getting sign-off on financial services content can be hard, especially with so many parties...

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Copywriting, Tone of Voice

Tips for writing legal copy: from terms & conditions to GDPR

Lawyers tell us that terms and conditions are important. So why do we all find them boring?...

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Copywriting

How to make short copy engaging

Brand voice is about more than pithy headlines. The real interactions with your customers tend...

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Copywriting, SEO

A simple guide to metadata

Keeping your metadata in check is a vital part of SEO. This handy guide provides an essential...

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Copywriting, Process

Copywriting costs: why putting a quote together takes time

We’re always happy to take an impromptu phone call to resolve an issue or get a quick response...

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UX, Copywriting

Why you should A/B test your copy

Could a bolder headline reduce your bounce rate? Would a more functional call to action boost...

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Copywriting

Guides to brush up on your grammar

Clients often ask us to recommend a basic grammar guide. You know, for the colleagues who...

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Copywriting, Process

Digital copywriting: how to get your work signed off

Just when you thought the copywriting phase was finished, the approvals process arrives to stomp...

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Copywriting, SEO

How to write SEO-friendly headers

Headers are to web content what bones are to your body. Without them, copy collapses into a kind...

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Copywriting, Process

How to give great copy feedback

We’ve handled our fair share of copywriting projects, but even we’ll confess that we don’t...

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Copywriting

Kind words cost nothing

Like many people, we’ve been thinking about what we can do to help right now. With no secret...

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News, Copywriting

We're open later. And earlier.

From upside-down childcare to social distancing at the supermarket, COVID-19 has upended the...

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Copywriting, BlackBooks

Blackad book review: Clout, The Art and Science of Influential Web Content

So you’re sold on the idea of content strategy – but how do you produce content that people will...

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Copywriting, BlackBooks

Blackad Bookshelf: Can I Change Your Mind by Lindsay Camp

Great copywriting is built on strong, persuasive arguments. Lindsay Camp's book gives you a...

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Copywriting, BlackBooks

Blackad Bookshelf: Don't Make Me Think, by Steve Krug

Steve Krug’s Don’t Make Me Think was first published in 2000, but his examination of web...

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Copywriting

You've got another think coming

A digital copywriter lives to get the message across – clear and fast. So what happens when you...

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