12: Deadlines + Disintegration


I’ve always said I work better on tight deadlines. I’ve never really planned out the work I do, preferring to let it just happen, and then I tidy up afterwards. Fill in the gaps. Delete the pure, excruciating passages where I actually say what I mean.

Learning another language has shown me that preparation is just as awful as I feared, but that forcing myself to do it gets me the results I crave. I want to be fluent in Spanish more than I think I’ve ever wanted anything else in my life. Don’t be alarmed: I always feel this way about my Projects. I’m incredibly thankful that I seem to be clinging to this one — they usually drift off into the night somewhere around the three month mark never to be seen again.

Two weeks ago I saw The Cure in Glasgow, and the whole show was flawless. Especially so was Disintegration, which shimmered with sad, bright catharsis and a tight, compelling energy that drove and drove and drove. You’d never have believed they’ve been playing it for as long as I’ve been alive.

At the end, Robert was grinning and breathless, and he smiled and waved to the (inevitably tear-stained) crowd and said,

“That was a good Disintegration. They aren’t always great, but I really, really enjoyed that one.”

He blew my mind. It means even he feels like his best isn’t good enough sometimes. It means even after more than 30 years, he finds joy in something he’s made, something he’s still doing. It means that perhaps constant practice doesn’t kill off spontaneity — it can make you better, give you strength, enable you to find and explore new ways to express yourself. I’ve been thinking about it ever since.

Other Stuff

  • This minidoc on the incredible women challenging sexism and changing Roda de Samba forever is stunning. It’s dark, brutal and unforgiving, but it’s incredibly enlightening and inspiring too. The link above takes you to an interview with director Tobias Nathan in which the whole film is embedded. I was going to make this week’s whole newsletter about this one thing. I might still do that at a later date.
    “To exist is to defy.”
    “Joy is also a beautiful part of the human condition.”

    [CW: There are scenes of and descriptions of violence throughout, and there’s a v. short clip that includes animal slaughter around the 1min 30s mark FYI]

  • I loved this beautiful and refreshingly down-to-earth look at the Garfagnana by Craig Ballinger, especially the Irn Bru in the window of the alimentari. And the photography is just gorge. So beautifully sun-drenched.

  • In his fuming Medium piece, Miles Leibtag isn’t fucking sick of craft beer culture, whatever that is, he’s fucking sick of anti-intellectualism. And he’s got some ideas on how to solve the problem too, he’s not just yelling into the sky! I am exceptionally here for it. His best advice? “Stop treating people like the mouth breathing simpletons they are, and start treating them like the pedantic assholes they could be.”

My Stuff

  • This week my story about Rivington Brewing Co. was published on Pellicle — a brewery close to my heart, and close to my home.

  • I was going through past pieces for… a thing, and I came across The Knack Of Snacks, a piece I wrote when I was clearly very much still missing being in León (when am I not?), and very hungry indeed.

  • Just filed a couple of pieces I’m super pleased with, so you’ll be getting to see them soon I hope.

  • Question: If I collated some of my favourite older pieces into a zine or two, would you buy them? Just something to ruminate on.

Charlie Watley for Pellicle

11: In The Dance


The thing I always loved about clubs was how easy it felt to slip away into my own world.

In a recent documentary on the BBC about dance music culture (it’s a series called Can You Feel It, and you need to see it all), clubs are shown as vital centres of art and expression. They are places where people come together. They are the vibrant soul of the underground, tethering kindred spirits to each other, binding a community with deep, unspoken words reverberating under an ever-evolving progression of beats. 

For me, they were something else too. In the midst of a crowded room, swathed in darkness, eyelids blessed with strobes, sight obscured by smoke, I could be alone. The music was mine, and here, I could worship it. In a noisy world, in the loudest places, I found a nucleus of calm and when I danced, or raised my arms, or closed my eyes, I wasn’t thinking of who might see me. The music was moving me. I was in my place.

[This rumination was brought to you by the BBC Radio 6 all day rave]

Other stuff:

My stuff:

  • I’ve been exceptionally busy this week but I’m not sure anything I’ve done has been published yet so here are a couple of past pieces to read in case you missed them first time round:

  • Cask comeback? In the North it never went away.

  • A Sense of Belonging – how pubs can tackle the loneliness epidemic

  • I’m restarting my restaurant reviews next week after a short break.

  • Tonight I’m in Manchester hosting a Beer52 tasting session. Should be good fun!

  • This means I’m in Manchester Friday-daytime. Recommend me somewhere to take Tom for a bretted saison he won’t be disappointed with.

Danny Seaton // Fabric

9: Blackpool, London, The World


I’ve been on 12 different trains this week, which is unreasonable given that I moved to the countryside to become a hermit.

Last weekend we went to Blackpool for a piss-up, something I absolutely love doing and have written about before, and my intentions were good. We had a few good pubs in mind. I had a budget to stick to. 

Of course I spent most of the afternoon on North Pier drinking Guinness and black, shrieking with laughter at the haunted organ music and falling out of my deckchair.

Changing tone entirely, on Monday I headed down to London to judge at GBBF and the World Beer Awards. I love judging, I know some people find it a bit of a chore to think deeply and analytically about the beer you’re drinking, but I think it’s great to get everyone debating about what they’re tasting and smelling. I’m still learning too, and you must all know how much I like learning by now. It’s like, my thing.

At GBBF I was really proud to be one of the judges of the Champion Beer of Britain (or the “see-bob” as I was thrilled to find out was the accepted pronunciation of the acronym.)

Afterwards, I spent the afternoon mooching around the festival. I am not one to do things by myself, but I felt totally relaxed and chill in the festival’s environment, and when I did bump into people I knew, it was a happy surprise rather than a relief.

I think that says a lot about the festival itself. I felt safe and welcome, which I know isn’t that much of a big deal for someone like me to say, but I hate feeling awkward, it makes me panic. I just go home. Instead of feeling like a spare part, I lounged around drifting here and there, drinking good beer, taking some pics and having a laugh.  That can’t be a happy accident, given the work that went into improving GBBF in almost every way this year and the steps taken to make everyone feel welcome. In fact, the only time I felt uncomfortable is when photographers kept popping up everywhere to take photos of girls with beers. The CAMRA people at least asked first. Just saying, journos.

The beer was great too — on the whole. I dunno why I always insist on getting a standard pale ale with a ridiculous name every single festival I go to. It never works out well for me.

Other Stuff

  • Matt wrote about arguably the best beer in the world and it was probably the most soothing read I read all week.

  • This is a really engaging “How to” on visiting Munich, that hits on all the big stuff and makes it sound, above all else, FUN.

  • A reading of Rise from Ulverton. It’s a tall tale set in 1803, loose and meandering because it’s in the pub, and they moan about the beer too.

  • The energy in this piece about Broaden & Build is totally infectious. Beautiful photography too.

  • There is a nice wee article by Steve Lamacq in CAMRA’s Beer magazine (no link, sorry) about the pub being his office — although reports I’ve had prior to this say he’s more of a rum and coke fan. More as this story breaks.

  • I really liked this restaurant review. It made me lol.

  • Pleasingly perfect mountainscapes made from tinfoil by Yuji Hamada. (Click on “Primal Mountain”)

My Stuff

From “Primal Mountain” by Yuji Hamada

8:


This week the number of people subscribed to this little newsletter more than doubled.

Thank you to everyone who’s signed up, and to everyone who’s recommended others do the same. I’m very surprised (to say the least) that you are choosing to read yet more of my thoughts, but grateful too. This newsletter has become important to me really quickly. If Twitter is me on strawberry laces and Buckfast, I think The Gulp is me on black coffee and Ferrero Rocher.

In other words, the me I wish I was 100% of the time.

I ran a workshop about tone and messaging at The Landmark in Burnley on Tuesday, and it was so far outside of my comfort zone that I made possibly the world’s most convoluted powerpoint presentation to make up for the crushing imposter syndrome I had been experiencing all last week.

It went really well. Even the interactive bits. In the end I was unhappy that I’d managed to complete the whole task well, because it proved that fear is stupid and can be pushed to one side if needs be. It made me wonder how often I’d not bothered to try something new because I was scared.

Anyway, now I can add “public speaking, as long as it’s about something I know back to front, as long as it’s to no more than five people” to my CV now.

—-

In other news, I took my South African auntie to The New Inn in Clitheroe, and she has named it the best pub in the world. So remember that when you’re collating your end of year lists, please.

Other Stuff

  • This blog post by Amber LeBeau at The Spit Bucket asks whether wine companies’ marketing inexperience (or reluctance) is actually making it harder for people to say good things about their products.​

  • These beautifully murky artworks by Sonia Alins really spoke to me this week. Try not to read too much into that, if you don’t mind. 

  • This piece in The Guardian about Black Appalachia covers a powerfully problematic subject with care, and turned my brain inside out for a little bit.

  • Kveik yeast as a mythical central element at the heart of a beery Norwegian fairy story. When writing is this good it makes you howl at the moon about how you wish you wrote it. Consider me howling, Claire.

  • I loved this by ATJ on saying boo to authenticity, and being your own Bourdain.

  • To prove I value and cherish your feedback, here is something about motorbikes: Road racing returned to Oliver’s Mount last weekend, and Dean Harrison won both Classic races, making me very happy. Also John McGuinness and Jamie Whitam rode with Foggy, which made me a bit misty-eyed. If you don’t believe me that this was totes emosh, this piece from Bike Sport News is almost breathless with excitement about the whole thing. Oh go on, here’s a video too. God don’t you just love road racing?

My Stuff

What I’m Drinking

Eyes Brewery x Errant Brewery — Landrace Norwegian IPA

Sonia Alins — work from “Dones d’aigua III


If you fancy buying me a pint — they are more expensive in London, after all — I’m always incredibly thrilled to receive tips through my KoFi account: www.ko-fi.com/shinybiscuit 

6: Answer the Pepperoni

Sometimes lines from books or songs or TV shows stick in my head like non-musical earworms.

I repeat them to myself for a few days, or longer, like a tiny inconsequential personal mantra. They can be meaningful or, more likely, they are the coked up ramblings of an exhausted scriptwriter cramming in amends of a final draft. Either way they start bouncing around inside my skull and I end up thinking there’s some purpose for them being there, as though I subconsciously highlighted it knowing it was secret wisdom, or a key bit of info that’ll help me through the week ahead.

I suppose that’s why I like horoscopes and tarot cards too. I find it easy and comforting to attach solemnity and deep meaning to things. I have a stone on my windowsill that I picked up from a beach in Eidesfjord nine years ago, because I saw it first out of all the pebbles on that beach, because I was drawn to it, and because I picked it up. Putting it back down was never an option. It lives with me now.

I started watching The Gilmore Girls last week out of boredom and depression and in one episode, a character is explaining the protagonists to another character. He ends the fairly insightful monologue with the line:

“Answer the pepperoni.”

I haven’t been able to get it out of my head ever since.

Other stuff

My stuff

St. Ives by Lily Waite for Good Beer Hunting

5: Apples and Bere


I’m heading to Manchester Cider Club today, a monthly event organised by the ever-active, always cider-passionate Dick and Cath.

If you live in the North West, or if you visit every now and again, you’ll have heard of Dick and Cath. Two wonderful people, on a self-started mission to make Manchester the cider capital of the world. Or at least, to get Mancunians to drink real cider — no mean feat, given it’s also one of the most staunchly “craft beer” cities in the North. I’m really excited to visit them again, not just because I love them to bits, but because we’ll be tasting some of the most hyped ciders around at the Crown and Kettle, and I’ll get to ask a whole heap of questions. Imagine. Cider is hyped now.

Cider was my first favourite type of alcohol, and I used to be the only person I knew that actually enjoyed it. I once went on a road trip around Herefordshire with my then-boyfriend to visit cideries and get absolutely blitzed in pub garden cider festivals. 

“What are you doing around here?” the locals asked us in every pub we went to.

“We just like cider.” A bit of an underwhelming reply, but it was the truth.

The cider trip (probably in about 2007) was also the first time I learned about brewing, or at least fermenting, and going on the Weston’s tour was the first time I ever stepped inside a large-scale facility. I was fascinated by the whole process of turning juice into cider, and when I got home, I made batches of “turbo cider” out of apple juice and champagne yeast. I bet that tiny flat by Headingley Stadium still has a hole in the ceiling.

Other Stuff

  • Manly wedding rings — this article could have been a complete tear-down but instead it’s full of deep questions about masculinity, identity-based marketing and marriage. “Is getting married a not-badass thing to do?”

  • Special Request, an immense and toweringly talented producer of my favourite type of techno-house-bass-existential-crisis-based music, is interviewed here and his thoughts on a “thing you do” becoming a “career” are genuinely comforting and inspirational for a 5 year planless person like me.

  • Barony Mill up in Orkney shared a supremely soothing video of their heritage Bere barley swaying in the wind.

  • This, by David Nilsen for Pellicle, is an absolute joy to read, includes some terroir real-talk and has a genuine lol moment involving a nu-metal dirtbag.

  • The Sleater-Kinney lyric video for Come On Home is a brilliant use of instant messenger (and it’s a really fucking excellent song).

  • This on obesity health-scare campaigns, by author Sam Pollen, gave me a lot to think about this week.

  • I loved this, on Lambic’s timeline from ignored to revered, by Eoghan Walsh so much. Some really insightful interviews in it from Big Lambic Guys, but also his own thoughts and research, which are just as valuable. (Don’t blush Eoghan, it’s true).

My Stuff

4: Repetition and One-Offs


I listen to Radio 6 a lot since I started working from home and I think it’s changed my life.

I listen to the same music over and over again when I’m left to my own devices. I love all genres, and I love finding new music to listen to, but when I’m working, I tend to fall back on repetition to keep my head clear. I’m a passive listener most of the time.

I realised that repetition is soothing to me, as I’m sure it is to a lot of people. I also realised that I spend a lot of time in silence too — something Tom can’t understand at all.

The things I listen to, watch and look at over and over again aren’t routines as such, but they do form a large part of my frame of reference. It’s nice to have someone chattering away in the background, giving me new points of view to think over, nudging me off my velodrome and down spooky paths. You have no idea how many of my articles began as ideas thrown out into the world from music played by Lauren Laverne or Mary Anne Hobbs. I owe them.

Old New New York

A photo of a beach made from landfill in Battery Park, New York appeared in my timeline while I was casting around for something totally out of my comfort zone. This article in the New York Times looks back on this “hipster beach” and manages to articulate just how wonky it made me feel.

Then, Agnes Deyne’s Wheatfield was shared in the same thread. Another beautiful, strange, eerie, unsettling scene in Manhattan. It’s not nature juxtaposed against the city, because a field of golden wheat isn’t natural. The work they had to put in to create it there, the land they had to move, it’s spectacular. I can’t put my finger on why, but it’s haunted me all week.

Other Things

  • Emily Rees Nunn wonders if comfort food is only delicious in our minds, and then regrets making an old family favourite.

  • An ice cream truck owner was so sick of ‘grammers asking for free cones he created an influencer tax.

  • This week I found out about Radon, a deadly invisible gas that’s everywhere. The upside: in America they encourage kids to make posters about it and the results are often incredible.

  • Sarathy Korwal’s music switched something on in my brain this week. Finding out about who he is and the projects he’s worked on has been even more inspiring.

  • This piece on plastic flamingo lawn ornaments from 2001 is everything I love about longreads. Ponder too deeply about what the iconic pink flamingo means to culture and to wider society. Meet Don Featherstone, the hugely lovable visionary who first made them. Rethink forever what you consider “tacky”.



My Things

May 15, 1977.CreditCreditFred R. Conrad/The New York Times

1: What It's All About



Thanks for signing up to receive even more of my nonsense direct to your inbox.

The idea of these regular blasts isn’t just for self-promotion — although, admittedly, there is an element of that involved. There always is. You don’t work in creative marketing for a decade (is that a brag or a cry for help?) without trying to turn everything into a campaign.

So, this Tinyletter has been created to share work I’ve created and work I’ve enjoyed from the week.

It’ll usually be snatched up from the world of food and drink, but sometimes it’ll be about writing or travel or the great outdoors; freelancing, marketing, motorsport (sorry) or general Pop Cultch. We are all complex beings and our interests are not limited to specific spheres of reference.

I cannot stress this enough: This is not a beer blog roundup. It’s not a popularity contest. It’s not somewhere for me to share shady “influencer” ads or kiss my friends’ arses (I do that enough on Twitter tbqhwy.) I’ll try to give a platform to as many diverse topics as possible, but I’m a flawed person and may accidentally leave you or something you loved out. If you feel aggrieved by any omission, please do feel free to email me with a link or two to rectify the situation.

All that being said, here are my first links for you to look at. There’s not that many as I’ve been catching up on work A LOT this week, but there’s probably enough for you to have a go at: 

​My Stuff

Stuff I Liked This Week

I’d also like to tell you that while I was away at the TT I fell back in love with MCN. The website is horseshit, to be frank, but the newspaper itself is full of thoughtful features and really good writing… if you’re into that sort of thing. It comes out every Wednesday if you’re interested. I’m subscribing.


Text by Rachel Wharton, Illustrations by Koren Shadmi for The New York Times

Get back on the wagon – your content needs you

seed copywriting web content resolutions 2

At the start of January we were all full of the best intentions. Let me guess some of your business resolutions for 2019:

Create and stick to a blogging editorial calendar.

Update the “meet the team” page.

Revamp your website from content to design.

Really get to grips with Instagram for business.

Make sure social media is updated every day.

Start sending weekly eshots to clients and customers.

You’re not alone. These were some of the most popular business resolutions set at the beginning of January 2019, and it’s not surprising. Blogging and web content have become vital in the war against Google snubs and ghosting customers. Social media is more central than ever to our targets and KPIs, but it doesn’t get any easier or any less time-consuming. Eshots? Who has time to write, send and then update the data?

I understand where you’re coming from. You know how essential they are – you’ve been to enough workshops and training sessions to understand that – but after all the big stuff, there’s so little time left in the day. It can be difficult to incorporate copywriting and social media into your daily routine.

There are certain little things you can do to help. Here are some of my best cheats and tips I’ve learned along the way that really do help you battle with the never-ending marketing tasks that come your way. Trust me, the work never stops, but the time and resources you spend can be dramatically reduced. What you’re looking for is efficiency, not total ignorance. Are you ready? Let’s begin.

Put an editorial calendar together

seed copywriting web content resolutions 2

It sounds like a lot of work, and when you’re sat in front of a blank spreadsheet, it feels like a lot of work too. It really doesn’t have to be.

Take a look at what your customers will be interested in at different times of the year, and fit your content around what they’ll be searching for. Try to incorporate things like:

  • National holidays
  • National “days” – if you sell pies and you miss out on National Pie Day, shame on you
  • Your busiest months – offer faster shipping deals
  • Your quietest months – offer package deals and boost your profile

 

Schedule your socks off

seed copywriting web content resolutions

Once you’ve got an idea of what you’d like to post and when, start scheduling.

A lot of the time this advice is met with “but when have I got time to schedule?” The answer for me is, you set aside an hour or two a week and you blitz it. If that’s not how you work, try to use your down-time to get some scheduling inputted.

Using tools like Buffer or Tailwind can really help you gain traction on your posts too, as they show you analytics which you can then use to better place your posts at times your clients and customers will see them. Smeurt.

 

Don’t give up

seed copywriting web content resolutions 3

If you missed a couple of days on your social media accounts, or your blog post wasn’t finished in time for your scheduled slot, you feel like giving up. Trust me, I’ve been there.

The important thing is – that’s right – getting back on the wagon. So you forgot to schedule some Tweets before you left the office on Friday. It’s not great, but it’s not the end of the world. It seems like a disaster right now but full disclosure – your followers probably didn’t notice. Make up for lost time by putting some extra hot content on your platforms as soon as you can, and get that ball rolling again!

 

Never apologise

My golden rule for blogging, social posts or even in eshots is never to send out a blanket apology for radio silence.

If you’ve not updated your blog in a while, write an engaging, gripping post that gets people sharing again. If you’ve let your Facebook page gather cobwebs, dust it off and start as you mean to go on. Do not, for the sake of all that is online, start typing the words “sorry you’ve not heard from us in a while!”

Your followers probably hadn’t been too upset that you hadn’t posted recently. Or they figured you were working on something exciting and were too busy to post. Or they hadn’t noticed until now, right now, and you’ve gone and brought your lackadaisical attitude to their attention.

In my humble opinion, the best thing to do is accept you’ve got a gap in your posts and move on with purpose. Strong bicep arm emoji.

 

Ask for help

Of course I wouldn’t be doing my job correctly if I didn’t explain that help is out there if you really need it. If you don’t have the time to think about your content, outsourcing is a great option – providing you can find somebody who can really understand exactly what it is you’re looking for.

Again, this is only my opinion, but there are thousands of copywriters out there. Don’t be afraid to search for one who understands your industry, or who really seems to “get” your business, or whose writing you actually like. It’ll be worth the time.

Speaking of which, if you’d like to find out how I can help you tackle your copywriting, social media or web content mountain, get in touch.

Answering Stupid Questions

Apparently there’s no such thing as a stupid question.

If you’re on the receiving end of your website’s contact form however,  you may beg to differ. Offering a direct email address, phone number, chat box and social media platforms to your customers is absolutely recommended, and the best way to maintain great communication with your customers and potential buyers from every level of the sales funnel. But what can you do if answering queries becomes one of your most time-consuming tasks each day?

There’s one glaring solution that you might have overlooked. You need better web content.

Let’s have a look at the questions that take up the most amount of time for e-commerce businesses and organisations across the entire globe:

  • What time are you open?
  • Will you be stocking XYZ product when it comes out?
  • Have you got any of XYZ left in stock?
  • Can I pre-order XYZ?
  • You’ve sold out of XYZ – will you be getting any more in?
  • Can I order over the phone/over email/by Direct Message/using this form?
  • How do I return an item?
  • How long will my delivery take?
  • Can I change my order?

There’s a theme here, isn’t there? Guaranteed, this information is on your e-commerce website. No matter what you’re selling, whether you’re a wine merchant or a car parts drop-shipper, there are similarities across the board. Repeating the same answers every day is draining. So stop doing it.

Instead, put yourself in your customers’ shoes. Why are they coming straight to you for answers?

Research your business’ most frequently asked questions

Make a spreadsheet, scribble a list, knock up a Word doc. Tally up how often the same questions are being asked and note down every new query that comes up over the next few weeks.

Are there any links between the frequency of certain questions and times of the day/week/month that they’re asked? Are people getting in touch directly after purchase, or just before they order? Are the same people making queries or are these unique queries every time?

Look at your website’s analytics for clues

Using your website’s analytics to see how people are using your site can really help you to find out why so many queries are being made.

If your product pages only have a few seconds of engagement each, perhaps people aren’t getting what they need from them. If people are using your search box loads, maybe it’s not easy to find answers. If your checkout cart is often-abandoned, could you make the process easier?

Use your website like a customer

Instead of breezing thought the site using all your learned work-arounds and search terms, try using your website like you’ve never seen it before.

The following questions might help you to start thinking more deeply about the customer journey.

  • How long do the pages take to load?
  • How easy is it to navigate?
  • How easy to read is the text?
  • Is the content on each page engaging?
  • Do all the pictures load correctly and look the part?
  • Does each page have a purpose and answer any reasonable questions that might arise?
  • Does your FAQs page answer your customers’ frequent queries in simple to understand terminology?
  • How often to you ask customers to contact you? (If you’re doing this a lot, is it any wonder people are doing it?)
  • Do your product pages have enough detail?
  • Are out of stock products displayed with information about when they’ll be back in stock?
  • Do you list all of your upcoming or pre-order stock? If not, do you mention this anywhere?
  • Do you have an email newsletter? How cumbersome is it to sign up for info on all of your latest product releases? (if this is a query you often receive)

One more thing to think about: If every page on your website prompts customers to “contact us for more info”, is your website really doing its job?

Web content isn’t just stand-alone information for Google to pick up and amend your search rankings. Creating content that suits your inbound marketing objectives makes your life easier and improves the quality of the sales queries you receive.

So stop answering stupid questions. Create a simple-to-use website filled with the information your customers need so they don’t have to ask you anything in the first place.

Need help with your web content? Seed Copywriting specialises in SEO web content writing and inbound marketing web content audits. Take a look at the portfolio page to see previous client work, or get in touch to see how your web content could be drastically improved.