Episode 26 – Copywriting: Don’t Make Super Simple Tasks Difficult – Gill Andrews – Freelance Copywriter & Web Consultant (Part 1 of 2)


We are on the home straight and the final task of the CIM Level 4 December 18 Integrated Communications Assignment, Task 3 (a) and to celebrate we are going to give you a tip about being organized, cause by task 3 you’re probably snowed under with papers, books and post-its everywhere, right?

But before this I would like to introduce you to Gill Andrews, who is a copywriter and a web consultant placing her in the prime position to discuss all things copy, communications and web design – the perfect combo. I must point out though  , yet again my guest has stepped up to the plate and delivered so much value I’ve had to split this chat into two – so this is part 1 of 2!


– I love a good analogy and hearing Gill discuss why copy is so important using a classic game (which for this Gill mentioned a train on a track, where as I would say the absolute classic – Lemmings! (not one for the younger generation that – but take a look at what I mean, link in the show notes). Once you’ve set something in motion it needs to guide people through a journey – which is what good copy does

– Gill describes tips as harmful as they are all encompassing, whereas she firmly believes that a system or strategy with specific tips included, is a more engaging way to produce copy for a target audience or niche within a marketplace

– When creating a website and writing good online copy, you must start with understanding who your target audience is and keep it simple to start with – i.e. what layout will your audience expect to see on your website – don’t make super simple tasks difficult! Once this is done, you need to understand what language your audience will expect to see – will it be technical? Descriptive? Funny? – as this will help them feel comfortable and understand what you are – Gill explains this by using the old – if you met someone at a party and they asked what you do, how and what would you say? Make sure they understand you!

– Oh, and use font size 16px, minimum

Top Tip – Organisation: Filing and Post-its

Are you organized, if you’re not – prepare to be. In fact, if you are not right now, you’re scaring me as it freaks me out when someone puts a fork in the spoon compartment, let alone an unorganised Marketing file or portfolio. Deep breath!

All joking aside, being organised can benefit you in so many ways while studying for a CIM qualification. So here are my top tips to help you get started:

– Use a filing system for each course or module. Divide these files up into similar sections so that you become methodical about your approach and can easily find what you are looking for – assignment question, syllabus, real life examples, theory and concepts for example

– Post-Its are a great way to mark books and pages of relevance that you may want to come back to later. This can also be done on a device like a kindle

– When researching online, use a bookmarking system for any interesting articles that you may want to use later on and reference correctly

– Work backwards – draw up a timeline from the date of submission until now and workout when and where everything needs to be done by, remembering to add in break time, its important!

– On that note, try and schedule in when and where you will do your studying and when you will be taking a break, we are creatures of habit and if it becomes a habit, it is much easier to stick to

– Make sure you know exactly how to submit your assignment before the deadline, who your tutor is and how to contact them

– And my personal favourite, do a check-list and cross things off as you go along. God I love to do that

Being organised can also help you with other assignments and qualifications that bridge the gaps between what you are studying and researching now, and what you will be studying and researching later, especially when it comes to case studies and real life examples, there are some classics that cover a whole host of topics that you should have in your back pocket to refer to, even if it is just to see how or what was successful for some of the biggest brand names in the world.

CIM Level 4 December 18 Integrated Communications Task 3 (a)

This one is the biggy! Along with part (b), this task should form a full integrated marketing communications plan. But lets just look at (a) for the moment and break it down into its individual components:

– The plan must target the new customer segment discussed throughout your assignment, this much is clear

– The question also asks for you to include at least one internal and external stakeholder, although you may want to include more, make sure you don’t over stretch yourself and not have the suitable word count to comprehensively explain the plan for each

– You then need to include clear SMART objectives (which we discussed in episode 17). These should be communications objectives rather than the general marketing ones

– Then proceed to provide the communications methods that you will be using to reach these objectives

– Justification is massively important here, as your communication methods will need to be appropriate, not just to engage with your target markets but also for the size and scale of your chosen organisation (you may want to think about any external assistance that is needed here).

– Remember to be specific about your comms, it adds depth to your answer and makes it relevant within the context of the assignment

– Finally, you need to go through the implementation of such a plan. What is usually useful here is to create a Gantt chart of activities as this easily shows where and when elements of your plan will be implemented, where resources are required and for how long.

Three pro tips here, as this question is so important in the overall marking of the assignment:

1 – The guidance notes for this question out of them all will really help you structure your answer – and the structure will be very important.

2 – Be creative, the more you enjoy putting this together the more chance it has of succeeding and your target markets will find it more engaging

3 – Once completed, try handing it to a colleague to see if they could actually understand it and use it! Ask what they don’t understand as these could be sticking points that need to be changed.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Gill Andrews: https://gillandrews.com
[email protected]

Lemmings: https://www.youtube.com/watch?v=j9Je6pFueYg
Jen Simmons (CSS Grid): https://labs.jensimmons.com

Pain Free Process for Writing Your About Page:https://www.enchantingmarketing.com

Buffer: https://buffer.com

Lift Concept: https://www.widerfunnel.com/the-six-landing-page-conversion-rate-factors/