When it comes to marketing copywriting for a business, the most obvious starting point is talking about the features and benefits of the company’s product or service. If you’re lucky, the business will have a lot of benefits so you can find a lot to say, but when you’ve ticked off every single one, what do you do? Start from the beginning again? While repetition is a good thing, there are ways to repeat yourself that work well, and other ways that are quite frankly, boring. Finding new angles to talk about your features and benefits is a great way to keep the copywriting pipeline full and interesting!

What is an angle in marketing copy?

If you’re not sure what I mean when I talk about finding new angles, I mean finding new ways to introduce the same message. Probably the easiest way to explain this is to give you an example.

Let’s say your company sells furniture. You have talked about all the different types of furniture you sell, why the items are of such good quality and value for money, but then what? One new angle you might consider is to quote the latest home interior trends to hit the market. Or you could talk about the latest report or newest statistics on how people’s posture is affected by the furniture they use and highlight relevant products in your range that might offer a solution. Or perhaps, if you have a sustainable range, you could talk about the latest government targets, or the most up to date statistics on recycling furniture – and use that to introduce your solution.

How many angles can there be?

You’d be forgiven for thinking that you will run out of angles as quickly as you will run out of features and benefits. But the beauty of angles is that they change all the time. There are new reports and statistics being released regularly. There are national and industry news reports about different sectors every day, and the socio-economic context we’re all operating in is changing all the time.

Finding the best angle for your copy

So how do you come up with angles and keep them fresh and interesting for your audience? Here are a few prompts to give you some ideas.

Still struggling to find new copywriting angles consistently?

Hopefully this quick guide will give you some inspiration when it comes to finding new ways to talk about the good things that you do. However, if you’re still struggling to find the time and effort needed to consistently research and create new angles, it might be worth talking to a freelance copywriter. I have written for some of my customers for years and still consistently come up with new angles and new ways of getting their messages across, so they don’t have to.

If you would like some support with your business blogs, feature articles, press releases, or content for your company LinkedIn page, feel free to drop me an e-mail at [email protected] to book in an exploratory call, or receive my price list.


As a devoted son of radio, first lured to podcasting by the similarities, I’ve come to love spotting the differences. 

The Podcast Show, last week, was a rare chance to do that on an industry-wide scale and I was among many from Bristol and the South West who flocked. This was the UK’s biggest coming together of what can sometimes feel like quite a fragmented fraternity, at least for the independent creator. The hours spent in my home studio writing, recording and editing are among the happiest of my freelance endeavours, but they are also quite isolating.

The people of podcasting have much in common with radio types, not least as so many straddle both worlds, yet the vibe en-masse is strangely different. The great Terry Wogan once described radio as “the home of the introverted egomaniac” and I relate to that entirely from my time in the industry. We’re the people you’ll always find in the kitchen at parties, quietly watching, tweeting and probably adding you on LinkedIn without making eye contact. Yet The Podcast Show was deafeningly loud at all times, people with much to say to each other. The atmosphere was strikingly friendly, welcoming and explosively sociable, perhaps in defiance of all the time we spend alone. For relative newbies like me at least, there was a sense of shared demystification, of everyone helping each other to make best sense of this wonderful craft that has landed from outer audio space…

Actually, as Bristol’s podcasters will know, so much is already understood. The podcast world is a canny fusion of marketing, PR and audio. Consequently, the industry is relentlessly driven by intelligent market research and targeted strategy, strikingly more so than the public service broadcast world I’ve inhabited for 20 years. This manifests itself as an absolute obsession with audiences, and rightly so: “Who we can serve, why and how…”, rather than “What we’d like to do…”. If you and I have ever worked together, or if we’ve had a coaching workshop together in recent months, you’ll understand why this makes me sing.

I lapped up the session ‘From Grey to Gold’ with Andy Goldsmith (from Adelicious) and Kat Farmer (from #gotthepodcast), which explained why canny podcasters should consider the over 55s. It has baffled me and angered many besides to see this growing audience abandoned by public service broadcasters, who really should be ramping up their commitment to an ageing population. We heard in the session that, not only is the older market growing in size, the over 55s hold 70% of the UK’s wealth; so it is perhaps even more perplexing that so few have seen the commercial potential of engaging them through audio. Known in the marketing world as “the blind spot”, this audience is targeted by only 3% of advertising briefs, typically health-related products, care homes and funeral plans. How crass! Among the marketing orgs represented by the speakers, 90% of briefs are targeted at 18-44 year olds, a decade adrift from those who will be spending 63p in every pound over the next ten years.

The reason cited for the vacuum (and I believe this to be true in radio, too) is that older people are not seen by the industry as a sexy audience to serve. Kat Farmer described an “echo chamber of young people in marketing talking to themselves…” and “…everyone imagining that anyone over 55 is like their nan”. We urgently need to get beyond that. I recently launched The Bus Inspectors podcast which is already thriving with older audiences. It takes a really niche subject to the mainstream – a grading scheme for the UK’s transport museums – and hopefully brings it to life with human interest stories that will light up those with curiosity. And, as I know from my work in BBC radio over the years, the over 55s are endlessly curious.

Having chosen to make The Bus Inspectors as a narrative podcast – that is, a crafted documentary rather than ‘chat show’ style – it was with some trepidation that I attended Miranda Sawyer’s session ‘Is Narrative Podcasting Dead?’. I have such respect for Miranda that, had the answer been ‘Yes, it’s dead’, I probably would think long and hard about my future. Fortunately, it was a complex but conclusive ‘No, it’s thriving… but it’s an art form… and narratives are more expensive to make… so you have to work much harder to pitch them’. This totally chimes. For many brands simply wanting ‘a podcast’, a freestyle chat is much quicker and cheaper to produce, so it’s no wonder narrative podcasts remain the exception. It’s also no wonder they really stand out and have a lasting value beyond most.

Other stand out messages came from Harry Morton, the Somerset-based CEO and founder of Lower Street Media, who talked about the importance of understanding, as a starting point, how your podcast fits into a wider landscape and ecosystem; and Fiona Fraser ‘The Podcast Expert’ whose simple message will actually be a profound revelation to many: “Your podcast is not for everyone”.

This is an industry which truly respects its audiences and is ever thoughtful about who will listen and how to reach them. No wonder it’s thriving.

RAJAR have released the latest listening figures and all stats are pointing to a record-breaking time for Radio.

The latest RAJAR sweep has shown that more people are listening to radio than ever before.  88.6% of adults in the UK are tuning in, that’s a massive 49.9m.

Commercial Radio is at an all time high of 39.7m listeners with Global’s Heart Network remaining the largest network reaching 12.3m adults every week and with Bauer’s Greatest Hits Network showing good growth with a record of 7.7m listeners each week.  The latter is buoyed by the stellar performance of radio legends Ken Bruce & Simon Mayo.

Impressively, 75% of commercial radio stations have seen increased reach compared to the previous quarter and that clearly has been stolen from the BBC where 53% of stations have seen reach decreases.

The conclusion is that Radio is in rude health and the British public are in love with it, more than ever before.

As a media agency, it’s heartening to know that some of the more traditional channels we have in our armoury are more than alive and kicking and it means that we can cost-effectively communicate with our client’s potential customers knowing full well the likely results we’ll achieve.

Talk to Mostly Media today if you want to discuss all things audio.

Specialist CRM agency Flourish was celebrating Thursday 18th April following the announcement at the Campaign Media Awards that their work for Pai Skincare had won ‘The CRM and Media Award’ category.

Award judges described the campaign, which utilised first party data to inform a media strategy which ultimately increased conversion and reduced CPA as, “…clever, rock solid.”

The achievement was even greater as Flourish was one of only six agencies up for an award that didn’t come from the Campaign Top 20 (Campaign School Report Billing 2023). Flourish’s Managing Director Ian Reeves commented: “I’m so proud of the team, but I’m not surprised by the win. With stricter privacy regulations in the UK and EU, and the death of cookies, first party data is becoming increasingly important. It provides marketers with ways of reaching customers with more relevant and engaging comms – something CRM specialists like Flourish have been championing for decades!”

Pai is a ‘clean’ skincare brand selling products direct to consumers via their website. Offers are a vital tool in securing a sale, but Pai wanted to reduce their CPA which had crept up over time.

The award winning work utilised Ometria’s Predictive Attributes to identify customer behaviours and classify them as active, at risk or lapsed. The ‘pot’ customers were put in determined the content of the email journeys they would then receive – with offers as a last resort.

In addition, instead of offer / discount messaging, web visitors were retargeted with product ads focusing on quality, to build brand value. Demographic data gained from CRM meant that only visitors who were most likely to buy were retargeted.

Flourish’s Managing Partner and Head of Media Steve Davis said: “This work shows how powerful media strategies driven by CRM insights can be. This campaign was absolutely transformative in terms of reducing CPA and increasing conversion for Pai and demonstrates the ROI agencies like Flourish can deliver for our clients.”


Notes for editors

Flourish is an independently owned, specialist CRM agency based in Bristol. Platform agnostic, the agency works with the tech clients have in place to deliver data-driven customer journeys to OPTIMISE, ELEVATE and ultimately TRANSFORM their clients CRM.

For more information contact Ian Reeves, Managing Director [email protected].

JonesMillbank, Bristol-based video production company, has won a competitive pitch to work with I heart Wines on their 2024 TV ad campaign.

The wine with a big heart has chosen the production company that connects brands to people to reach and resonate with their loyal customers and new converts alike.

The campaign will align with a brand refresh that comes 13 years after launch.

“The win is a fantastic opportunity to work with an exciting brand that’s bubbling with personality, sass, confidence and authenticity.”

“When we were invited to pitch we knew we had to go for it. We’re incredibly proud that the pitch was led by our 26-year-old in-house creative and director Abbie Howes. She completely embodied the brief and their audience.”

“Our concepts hit all the right notes and we’re delighted to have been chosen to work directly with Freixenet Copestick”.

Emma Fogerty, Senior Brand Manager at Freixenet Copestick said “we are absolutely thrilled to announce that we have chosen JonesMilbank to be our creative partner in producing our new TV ad. We’re excited to embark on this journey together to bring our ideas to life and see the creative vision take shape.”


JonesMillbank are a full-service video production company.

They work in-house with a talented team of multi-disciplined creatives, telling authentic stories for a range of clients such as Delivery Hero, IDLES, SOHO Coffee Co and University of Bristol.

jonesmillbank.com | 01173706372 | [email protected]

We often get asked what is “managed web hosting”, and why should a client host their website with us. When we build a website we always ensure it is built to modern coding standards, the core code is quick and efficient and there is no bloat or unnecessary plugins or code blocks that the website doesn’t need.

To ensure clients websites are hosted in the right way we recommend clients use our managed web hosting service for a variety of reasons.

We say to clients let us worry about your website so you can focus on your business, with our years of experience we can take care of the technical jargon and leave clients to get on with generating business. One of our business aims is to form long term business relationships and we have succeeded on this year after year, many of our clients have been with us since we started back in 2008 and we continue to this day, we are trusted to host their important websites that generate leads, sales and interest day in day out, 24,7,365.

But I can get hosting for £4.99 a month!? Yes you can get your website hosted for less than an expensive coffee per month, but you will not have any support, you will not have any backups, no updates, basic security, the website will be shared with thousands of other customers and you won’t get our great customer service and all the extras that come with that.

If you would like to find out more about our managed web hosting service, our web design service or for anything else please do not hesitate to contact us.

Read the full article on our website https://www.eckhomedia.com/what-is-managed-web-hosting/

Life during Covid-19 was altered dramatically for many people around the globe, we were forced to form new shopping, exercising, and working habits. Today, over three years on from the first UK Lockdown, we are still seeing changes in consumer behaviours long after the hazy brain fog that was the Pandemic Era.

As a result of the new shopping habits we formed, return rates to high-street stores increased from 8% pre-pandemic to 25% for online purchases (Paazl). Interestingly, Barclaycard research discovered that 30% of shoppers deliberately over-purchased online and returned unwanted items. 19% admitted to ordering multiple versions of an item so they could make their mind up once delivered. If consumers had the option to somehow model the clothing prior to purchasing, the rate of returns to online businesses could be reduced, alongside the environmental impact, too.

Google has taken steps to make that a reality with an article outlining a new AI feature that will  “…accurately reflect how an item of clothing would drape, fold, cling, stretch and form wrinkles and shadows on a diverse set of real models in various poses.” Already launched in the US, Customers can use this feature with top brands such as H&M, Anthropolgie, Everlane and LOFT.  A virtual fitting room is the next innovative step in the transitional journey from traditional high-street shopping to online retail. Another barrier to the consumer experience has seemingly started to crumble. But how will this tool impact the PPC endeavours of online clothing retailers? Will the addition of this tool drive up conversions through PPC material, or will brands be put off by a further reduction in control over how their products are presented to consumers?

As the consumer landscape continues to adapt and evolve, innovating is essential for businesses dealing with the effects of longer term crises.  Tools such as Googles’ generative AI can help businesses curb the cost of processing returns, or reducing the wastage of stock that can’t be resold. In addition, external market factors such as the cost of living crisis will impact the aforementioned 30% of shoppers who were deliberately over-purchasing and the 19% ordering multiple versions of clothing products.

Is there a reason for brands to be hesitant over the introduction of AI tools into the marketing mix? Well, perhaps. From the introduction of Performance Max campaigns, the phasing out of Smart Shopping and the recent Sunsetting of Universal Analytics, it feels to some that over the past year Google has slowly removed the level of control that marketers have over the way that products are presented to people. It’s hard to optimise your marketing campaigns when you have fewer levels to pull and buttons to press. Instead, you may be left hoping that Google is actually optimising your campaigns as best as they say that they are. From an advertising perspective, we are interested in the introduction of the 3 Cs presented at the recent Google Marketing Live event scaling Customer Connection, Creative and Confidence, look out for our thoughts on the 3Cs coming soon.

Remember, a strong marketing campaign is one that both generates value and captures value in return. This generative AI tool enables clothing retailers to not only enhance the user experience and provide consumers value, but also remove the existing barriers to consumer’s online retail experience, providing scope to increase the conversion value for retailers. Marketers should embrace these tools and adapt ahead of the curve to get the most out of it. And finally, in a world of increasing climate responsibility, why wouldn’t anyone want to adopt tools that could reduce carbon impact too?

Get in touch with our Paid Media team to further discuss this story.


Originally posted to: www.carnsight.com

Ethical, organic link building is central to topping the charts when it comes to Google’s search engine ranking factors. Quality backlinks are prized possession, and one of the ways that they can be earned is in the press/news media. However, while we as PRs will always strive to earn these SEO wins, we can’t always guarantee them. Before we explain how to approach backlinks in PR, let’s lay some groundwork for technical terms. 

Nailing the basics 

The world of SEO is full of technical terms and concepts that can be confusing at first, so let’s get the lingo down before we go any further. Here’s what you need to know:  

Emerging outlet policy trends 

 As SEO has squarely cemented itself into digital environments, more and more media outlets are introducing specific policies regarding backlinks and the inclusion of external links their content. For instance, some publications strictly adhere to a no-follow policy, meaning that any included links do not contribute to SEO efforts. Some might offer to include a link but limit its visibility – the link is embedded and clickable, but not coloured or underlined to differentiate the text and indicate link presence.  

Others – especially larger entities – have begun to monetise this service and may charge for including backlinks or only allow them within certain types of content, like guest articles or sponsored posts. Hence, these emerging structures/frameworks often mediate the relationship between PRs and journalists when it comes to including backlinks and must be respected to practice good media relations. 

Media relations and the unwritten rules of backlink etiquette 

It can be controversial, but the general consensus is that you there is a certain etiquette around asking a journalist to provide backlinks. We typically recommend taking a proactive approach. Offer up the links in a more appropriate, subtle way by linking them in your press release or correspondence so that they are there if the journalist wants them. We’ll discuss more about how a journalist might make this decision further down. 

Some journalists/outlets may also view PR attempts to secure backlinks as compromising the integrity of the news outlet and blurring the boundaries between advertising and independent journalism, while others consider it presumptuous and some even write off a PR as ‘asking too much’ when ‘free’ publicity/exposure of a story feature is already on the table. 

Journalist independence and discretionary decisions 

While a good PR agency will have forged strong, mutually beneficial relationships with journalists and often work with them to pitch a story, it’s important to remember that Journalists are independent individuals. They operate with their own principles and purposes and aim to satisfy and engage an audience of their own. PRs will always try to be strategic and work with Journalists and audiences who align with the story well to maximise coverage, but journalists ultimately determine the final content and format in of a piece for publication. They make decisions based on the newsworthiness of a story, its relevance to their audience, and their editorial guidelines.  

So, what this means, is that backlinks are often a grey area – the decision can be entirely discretionary and up to the journalist, or it may be mediated by editorial guidelines, outlet policies, or reader preferences. It’s important to remember that it is also increasingly difficult for journalists to keep smaller, niche publications going in an oversaturated news market. They often have to work hard to find new ways to fund their platform; hence, backlinks have become the latest resource for monetisation. 

A balanced approach 

Of course, we will always do our best to nurture a reciprocal relationship with journalists and the press to engender positive attitudes and encourage ethical backlinking. However, like many elements of PR, this is an art and not a science. We can’t guarantee a backlink in coverage, but we will certainly do our best to secure them. 

At JMP, are delighted to welcome Matt Joy to our growing team, joining as Managing Partner.

Matt has a wealth of industry experience, having spent more than 10 years in the sports industry, and most recently four years at a strategic brand agency.

His previous roles have included five years as Marketing Manager at Stoke City during their Premier League golden years, before moving south and helping create the Marketing team at Bristol Sport during the rebuild of Ashton Gate. Following that, he spent four years at Mr B & Friends in Bristol.

In regards to his responsibility at JMP, Matt will be a crucial cog in our ability to excel as an agency, offering additional strategic insights and creative campaigns to our clients.

Managing Director Joe Meredith expanded on this. 

“It’s a significant role, the biggest addition we’ve ever made to the business,” he said.

“It’s something that I feel we’ve both wanted to happen for a long time. Everything just needed to align. Matt is in a position to elevate the offerings of JMP and I’m really excited to work with him to take JMP to the next level ”

Matt expressed his excitement about what lies ahead, for both himself and JMP.

“I’m really looking forward to it,” he said. “I’ve known Joe since I initially moved to Bristol and how he has grown the agency in that time has been great to see. It’s an exciting time to now get involved and add to the recent successes.

“My role is going to be quite broad but ultimately I will have a real focus on the growth of the agency. First of all to define who we are, our offerings and identify where we can add real value to our clients, both current and new.” 

Matt joins our newly-formed Senior Leadership Team, alongside MD Joe and Operations Director Vicki Theobald.