JESS COLLINS

THE Creativity Chronicles

A journal of creative thoughts, content commissions I'm working on and where I'm at right now. 
The life of a creative copywriter.

"Creativity takes courage" - Henri Matisse

INSPIRATION

THE WORD

FEATURED WORK

STUDIO LIFE

Once upon a time I worked in retail and so I have been on the receiving end of mystery shopping but the way that I do it is a little differently from the retail world.  In the shop I used to work there were clear points we would get from performing well when we were […]

October 19, 2020

The Magic Art of Mystery Shopping

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Your headline is one of the most important things you’ll ever write.  Whether it’s for your email newsletter or your blog post, the important bit is always to get that click from your potential customer.  If you’re writing an email newsletter this headline will determine whether or not your email even gets seen by your […]

August 17, 2020

10 Ways You Can Create An Attention Grabbing Headline

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I’m passionate about imperfection.  Because imperfection is synonymous with authenticity.  I don’t mean imperfection as in spelling errors and mistakes, I mean imperfection as in showing more grit and less gloss. Imagine your brand as a piece of wood – it can be polished and sanded, immaculate and varnished or it can have texture and […]

August 11, 2020

Imperfect Tense: Imperfection Creates Connection

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I want to begin by saying today was supposed to be a wonderful post about the importance of content strategy but it’s been blog-bombed by the need to address this topic (and a bit of a rant – soz). Dear NAME, Firstly can I apologise for any offence caused; this was never my intention.  I […]

July 29, 2020

Community Over Copying

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I often get businesses approach me who have already worked with copywriters and things have gone a little bit wrong.  This immediately makes it difficult as there’s trust issues.  And I get it.  At the end of the day – copywriters aren’t like vets or lawyers, anybody can pick up a pen and tell you […]

July 27, 2020

How To Tell if a Copywriter is Any Good

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Something that is often a learning curve for coaching clients – you have to say it again.  Saying something once is often not enough.  Whether you’re selling a product, showing a key message or defining your difference, the chances are your audience will miss it the first time. Not all of them, but most of […]

July 22, 2020

Say It Again: Why You Need to Say it Six Times to Sell It

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Firstly let me begin by making it clear – impressivity isn’t a word.  It’s a feralism, something I’ve created to make a point (plus it sounds really cool next to authenticity). But the faux word impressivity does get across what I’m trying to say.  Sometimes small brands use big words to appear a bit fancier […]

July 20, 2020

Authenticity over Impressivity: Why Fancy Words Don’t Engage Anybody

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You know the old saying, you need to eat an elephant bit by bit, well this is true with your content marketing.  Little and often is how you achieve big goals with small steps – looking at it all in one go can be overwhelming and will put you off before you begin. Ask yourself, […]

July 15, 2020

How to Eat an Elephant: Content Marketing Made Easy

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Can I start by saying choosing fifteen favourite About pages is nigh on impossible.  I mean, I managed to shortlist to 35 and that was stressful enough so I want to start by saying that this was an extremely hard call and I’ve tried to choose some different industries (I could do a top fifteen […]

July 2, 2020

15 (ish) of my Favourite About Pages

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