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	<title>Spotty Dog Copywriting &#124; Cambridge</title>
	<link>http://www.spottydogcopywriting.co.uk</link>
	<description></description>
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		<title>1: Defining objectives</title>
		<description><![CDATA[OK, so you&#8217;ve decided to have a go at writing your own copy. Good for you!
But before you put pen to paper, you need to do a bit of thinking: what are you hoping to achieve?

Hoping to generate new custom? 
If so, you’ll need to explain a bit about your company: what you do, who [...]]]></description>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-objectives/</link>
			</item>
	<item>
		<title>2: Target audience</title>
		<description><![CDATA[OK, so now that you know what you’re trying to achieve, you need to be sure who you’re speaking to. (Forgotten what you’re trying to achieve? Go back and read Part 1: Objectives again!)  Now, if you just charge in, you might think that you want to tell EVERYONE about your great new product [...]]]></description>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-target-audience/</link>
			</item>
	<item>
		<title>3: Finding your voice</title>
		<description><![CDATA[Now you know who you&#8217;re targeting, all you have to do is talk to them! (Not sure who you’re targeting? Go back and read Part 2: Target audience)
You can set the register – informally known as ‘tone of voice’ – by imagining the conversation in your head. If you&#8217;re aiming your copy at people of [...]]]></description>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-tone/</link>
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		<title>4: Typical mistakes</title>
		<description><![CDATA[OK, so by now you’ve decided on the objectives of your piece, you’ve considered tone of voice and you’ve identified your target market. Now all you need to do is avoid the most common pitfall of all: grammatical mistakes.
As a professional writer, I must admit that I’m more pernickety than the general population, but the [...]]]></description>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-typical-mistakes/</link>
			</item>
	<item>
		<title>5: Structure</title>
		<description><![CDATA[Just when you thought you’d finished all the hard work of writing and editing, here comes another consideration: structure, or how you’re going to place your text on the page.It might seem like a minor consideration, but the layout of your work can make a huge difference to the impact it has and whether or [...]]]></description>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-structure/</link>
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		<title>6: Publishing your work</title>
		<description><![CDATA[So you’ve written your sparkling copy, you’ve used the tone of voice appropriate to your target audience and you’ve  proofread it thoroughly. Super! You’re ready to go to print! If you’ve been working on web copy, all you’ll have to do is send the text to your web designer, or put it into your [...]]]></description>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-6-publishing-your-work/</link>
			</item>
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		<title>Cambridge University Press</title>
		<description><![CDATA[This sassy flyer is a promo piece for a primary English language teaching (ELT) course. I worked with the in-house design team to create the overall look and feel, as well as the promotional text.
Download Kid&#8217;s Box flyer
]]></description>
		<link>http://www.spottydogcopywriting.co.uk/cup/</link>
			</item>
	<item>
		<title>Madingley Hall</title>
		<description><![CDATA[Madingley Hall was originally featured as part of the Institute of Continuing Education&#8217;s website. I extracted and streamlined key information, created a customer-friendly tone and applied it consistently throughout the new site.
Design by Chameleon Studios.
Visit Madingley Hall website
]]></description>
		<link>http://www.spottydogcopywriting.co.uk/madingley-hall/</link>
			</item>
	<item>
		<title>English Profile</title>
		<description><![CDATA[The people who work on English Profile are very intelligent indeed&#8230; but that meant that the text was, at times, impenetrable to the target audience. It was my job to &#8216;translate&#8217; the text into clean, easy-to-read copy. 
Visit English Profile website
]]></description>
		<link>http://www.spottydogcopywriting.co.uk/english-profile/</link>
			</item>
	<item>
		<title>Doxbond</title>
		<description><![CDATA[This started life as a promotional letter, but then I pared the text right back to create a high-impact marketing message for the postcard. Design by Twin Dots.
Download Doxbond postcard
]]></description>
		<link>http://www.spottydogcopywriting.co.uk/portfolio/</link>
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