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	<title>Spotty Dog Copywriting &#124; Cambridge &#187; copywriting</title>
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		<title>How to&#8230;write a press release that really works</title>
		<link>http://www.spottydogcopywriting.co.uk/how-to-write-a-press-release-that-really-works/</link>
		<comments>http://www.spottydogcopywriting.co.uk/how-to-write-a-press-release-that-really-works/#comments</comments>
		<pubDate>Fri, 01 Oct 2010 09:24:58 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Quick Guides]]></category>
		<category><![CDATA[Write your own copy]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[press release]]></category>
		<category><![CDATA[write your own]]></category>

		<guid isPermaLink="false">http://www.spottydogcopywriting.co.uk/?p=765</guid>
		<description><![CDATA[Generating good PR is a great way of getting free publicity. It’s a useful way of creating a good buzz around your reputation – and since you’re not paying the newspaper, radio or TV channel for the exposure, you also gain credibility from a third-party endorsement. Of course, if you ply people with caviar, champagne [...]]]></description>
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		<title>1: Defining objectives</title>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-objectives/</link>
		<comments>http://www.spottydogcopywriting.co.uk/write-your-own-copy-objectives/#comments</comments>
		<pubDate>Thu, 17 Sep 2009 15:29:45 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Write your own copy]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[write your own]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=35</guid>
		<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 [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<title>2: Target audience</title>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-target-audience/</link>
		<comments>http://www.spottydogcopywriting.co.uk/write-your-own-copy-target-audience/#comments</comments>
		<pubDate>Wed, 16 Sep 2009 15:37:04 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Write your own copy]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[write your own]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=41</guid>
		<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 or [...]]]></description>
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		<slash:comments>2</slash:comments>
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		<title>3: Finding your voice</title>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-tone/</link>
		<comments>http://www.spottydogcopywriting.co.uk/write-your-own-copy-tone/#comments</comments>
		<pubDate>Tue, 15 Sep 2009 13:52:10 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Write your own copy]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[tone]]></category>
		<category><![CDATA[write your own]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=17</guid>
		<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 [...]]]></description>
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		<title>4: Typical mistakes</title>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-typical-mistakes/</link>
		<comments>http://www.spottydogcopywriting.co.uk/write-your-own-copy-typical-mistakes/#comments</comments>
		<pubDate>Mon, 14 Sep 2009 16:18:08 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Write your own copy]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[proofreading]]></category>
		<category><![CDATA[write your own]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=75</guid>
		<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 [...]]]></description>
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		<title>5: Structure</title>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-structure/</link>
		<comments>http://www.spottydogcopywriting.co.uk/write-your-own-copy-structure/#comments</comments>
		<pubDate>Sun, 13 Sep 2009 13:24:39 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Write your own copy]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[design]]></category>
		<category><![CDATA[write your own]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=114</guid>
		<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>
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		<title>6: Publishing your work</title>
		<link>http://www.spottydogcopywriting.co.uk/write-your-own-copy-6-publishing-your-work/</link>
		<comments>http://www.spottydogcopywriting.co.uk/write-your-own-copy-6-publishing-your-work/#comments</comments>
		<pubDate>Sat, 12 Sep 2009 10:04:53 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Write your own copy]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[proofreading]]></category>
		<category><![CDATA[write your own]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=383</guid>
		<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 content [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>How to&#8230; choose a copywriter</title>
		<link>http://www.spottydogcopywriting.co.uk/how-to-choose-a-copywriter/</link>
		<comments>http://www.spottydogcopywriting.co.uk/how-to-choose-a-copywriter/#comments</comments>
		<pubDate>Sat, 04 Jul 2009 12:37:42 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Quick Guides]]></category>
		<category><![CDATA[copywriting]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=94</guid>
		<description><![CDATA[Choosing a copywriter is a delicate business. You’re trusting this person to represent you – to translate your initial ideas into sparkling prose, with more than a pinch of marketing savvy. So, how do you know if a copywriter is the one for you? Well, initially, you probably don&#8217;t. But you can look about for [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Writing for SEO</title>
		<link>http://www.spottydogcopywriting.co.uk/a-copywriters-carp/</link>
		<comments>http://www.spottydogcopywriting.co.uk/a-copywriters-carp/#comments</comments>
		<pubDate>Fri, 03 Jul 2009 14:17:26 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[SEO]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[tone]]></category>
		<category><![CDATA[web]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=124</guid>
		<description><![CDATA[I’m often asked whether I can write for SEO. SEO, or Search Engine Optimisation to give it its full title, is the latest trend. Everyone will tell you that you won’t get your site found without it, and people spend hundreds — if not thousands — of pounds to ensure that they come within the [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>How to&#8230; brief a copywriter</title>
		<link>http://www.spottydogcopywriting.co.uk/how-to-brief-a-copywriter/</link>
		<comments>http://www.spottydogcopywriting.co.uk/how-to-brief-a-copywriter/#comments</comments>
		<pubDate>Fri, 03 Jul 2009 12:42:40 +0000</pubDate>
		<dc:creator>Hellen</dc:creator>
				<category><![CDATA[Quick Guides]]></category>
		<category><![CDATA[briefing]]></category>
		<category><![CDATA[copywriting]]></category>

		<guid isPermaLink="false">http://spottydogcopywriting.co.uk/dev/?p=97</guid>
		<description><![CDATA[If you’ve never briefed a copywriter before, don’t panic! It’s nothing to worry about: your brief is just the instructions and information your copywriter needs to understand who they are speaking to and what needs to be achieved. Your copywriter may have little or no experience of your industry… but this can be an advantage! [...]]]></description>
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