Blog | Darrell Cuthbert, Freelance Copywriter

Profiles: Load Transfer Equipment (LTE) - Commercial Trailers, Truck Bodies, and Materials Handling Equipment

25/9/2025

I've just finished writing and putting these two mini-profiles together for a client. They will be used to market the business and widen its customer base.

The original brief was for a single profile that covered two product areas: commercial trailers and truck bodies, as well as materials handling equipment for warehouses, logistics hubs, and other similar applications.

I created an initial draft in line with the brief; however, after some discussion and a little probing, it became obvious that the target clients/ICAs for the two product categories are quite different. We mutually agreed that it would be better to have separate documents, each focussed on one customer type.

If you are in transport/fleet management, warehousing/logistics/SCM in South Africa or elsewhere in sub-Saharan Africa, please check out the business and discuss any relevant product needs with them.

It's a good business, and I've known the owner/CEO for many years.

LTE Profile: Commercial Trailers and Truck Bodies
File Size:	481 kb
File Type:	pdf

LTE Profile: Materials Handling Equipment
File Size:	723 kb
File Type:	pdf

Market Your Agri-Business

24/9/2025

Do you need help marketing and getting more exposure for your agricultural products, equipment, or services business?

I can assist you

I am a full-time independent business writer providing copywriting, website content writing, and related services. I’ve spent the last 15 years writing and marketing for businesses in various industries in South Africa, the USA, Canada, and a few other countries.

From 2016 until a few months ago, I was involved in social media content creation (writing, editing, and rewriting as needed) and giving input on and tweaking promos for a sizeable business that distributed John Deere tractors and other machines, as well as other agricultural implements and products in KZN, the Eastern Lowveld, Kenya, and Uganda.

That assignment came to an end when the major business division I was working with was acquired by and absorbed by a larger industry player, with internal people now handling all marketing.

I’m eager to utilise my skills, combined with the agricultural sector knowledge and experience I’ve gained, to help other businesses in the industry grow and expand.

I’ve always preferred working with practical hands-on industries, and have a particular fondness for agriculture and related industries. My first job after military service was at the South African Meat Board, and my wife comes from a farming family in the KZN Midlands (Muden, near Greytown).

Between my first job at the Meat Board and becoming a freelance copywriter, I spent almost two decades in the consumer electronics industry, mostly for the South African operations of three large multinationals (based in Johannesburg for the bulk of that time).

During that phase, I worked in several management roles, including Customer Service Manager, National Parts Manager (at two multinational companies), and Reverse Logistics/returns Manager.

In my current role, I combine my natural affinity for writing, my communications skills and experience, and my diverse business experience to help companies effectively market their offerings and expand their online presence.

Please contact me to discuss how I can assist you.

[email protected]

Copywriting, Content Writing, and Content Marketing News: Week 38

21/9/2025

Interesting news and information about copywriting, content writing, and content marketing that I came across in the last week or so (week 38/2025)

As a full-time freelance copywriter, content writer, and content marketing consultant, I keep tabs on the relevant sectors and read industry news and other content all the time (side note: every good writer I know is also a voracious reader).

Marketing Masterclass: Work smarter, not harder – repurpose content for extended reach
If your business is on social media, you know how important it is to think up fresh, new content that appeals to your audience.

Will copywriters now write for TV and films too?
Industry leaders note a shift from short-form copy to storytelling, as brands seek writers who can craft narratives that blend seamlessly into content across platforms

Leanne was working in her dream job. Then came ChatGPT
The adage of do what you love, and the money will follow is one many workers have stuck to for years. But with industries everywhere being upended by artificial intelligence (AI), some employees have begun to question if this sentiment still holds true.

Brian Dean’s Backlinko Exit: From Blog to 7-Figure Deal
Brian Dean launched Backlinko in 2012 after several failed attempts at building online businesses. A personal finance site had given him some momentum, but most of his projects had fizzled. With Backlinko, he focused on SEO and content marketing strategies he had picked up through trial and error.

Peers for Gambling Reform call for content marketing to be labelled as ads
In a letter sent to UK gambling minister Baroness Twycross and seen by NEXT.io, PGR highlighted that content marketing now accounts for around half of all organic social media advertising by gambling brands.

Firm Marketing: 7 Tax Planning Content Marketing Ideas for Q4
As the calendar year winds down, taxpayers and business owners should try to reduce their tax bill before December 31. For accounting firms, this creates a golden opportunity. By publishing timely, helpful content, your firm can attract prospects actively searching for answers and build authority in your local market. The key isn’t just producing content. It’s creating the right kind of content, formatted so search engines and AI tools can feature it in snippets, summaries, and People Also Ask sections.

Overcoming AI Ick: Hybrid Strategies for Authentic Digital Marketing
Amid digital marketing's AI boom, audiences recoil from robotic "AI ick," craving authenticity. Experts advocate using AI for drafts but applying human edits to infuse personality, stories, and originality. Hybrid models ensure resonant content, building trust and loyalty in an era of abundance.

Australian marketers expect content demand to surge fivefold by 2027
Australian marketing professionals are anticipating a significant increase in demand for content, with new research revealing they expect requirements to grow by more than fivefold by 2027.

Ask An SEO: High Volumes Or High Authority Evergreen Content?
Evergreen and timely content both work, but only when built to help users, not to chase keywords.

Spot anything newsworthy on the above topics that I missed? Please send a link, description, and maybe why you found it interesting to me at [email protected]

If I find it interesting and it’s on-topic, I’ll update my most recent post or add it to the next one.

Copywriting, Tuna, Business, and Bass (guitar and fish)

12/8/2025

Author: Darrell Cuthbert

“Everyone should think like a copywriter. It’s the one skill that multiplies every other skill. If you can’t communicate value, you can’t sell, and if you can’t sell, you can’t survive online.” – Michael Adebayo, a Nigerian digital entrepreneur.

This statement caught my eye over the weekend while reading through the various content pieces recommended by one of the Google Alerts I have running (they are a great way to find content to curate or spark ideas for pieces of my own, and generally to keep tabs on industry news and developments).

A tall blonde guy (Darrell Cuthbert), playing a red bass guitar at an Easter event at a sports club in Durban, South Africa

It made me think of a piece of advice I was given many years ago, when I was 17 and learning to play bass (after playing guitar since 13):

“Play like a guitarist, think like a drummer”.

The point was that, while the modern, usually electric, bass (as opposed to the upright/double-bass) is played using many guitar-like techniques (scales, runs, riffs, etc.), and having good playing technique is vital, a good bass player also has to have a strong sense of timing and tempo.

Paying close attention to, and having a working knowledge of, what the drummer is up to vastly improves your value as a bass player.

A tall blonde guy (Darrell Cuthbert), playing a red bass guitar with other band members on temporary stage at an Easter event in Durban, South Africa

A tall blonde guy (Darrell Cuthbert), playing a red bass guitar with two other guys playing an acoustic and an electric guitar in a school courtyard in Durban, South Africa

Some of the best players I know have learned to play drums, at least at a basic level, to develop their sense of timing and tempo. Incidentally, most also play at least one other instrument, usually guitar or piano/keyboard, so they have the skills, knowledge, and feel to “anchor” the band with solid timing, not just good playing technique.

What is the link here?

Soooo….. What does all of this have to do with copywriting and business in general (seeing as the intended audience of the original quote seems to be businesspeople)?

Copywriting, like playing bass, requires merging several, often diverse, areas of skill and knowledge. The main ones that come to my mind are being a good writer overall and loving the craft (e.g., creative writing in spheres other than sales and marketing, and being a passionate reader), a solid understanding of business (ideally with some real-world experience), and understanding how customers think and make buying decisions.

What does it mean to think like a copywriter?

Good copywriters focus on value first, sales or other action second. I.e., what problem is the customer facing, what pain or stress are they feeling, what keeps them awake at night, or distracts them during the day? Then they think about the benefits of the product or service on offer and how they make the customer’s life better.

Of course, they know about PAS, AIDA, and all the other copywriting frameworks, sales funnels, crafting good hooks, emotional triggers, and calls-to-action (CTAs), etc. – but that stuff is just table stakes; mindset matters more.

Thinking like a copywriter as a businessperson

As a business owner or operator, you don’t necessarily have to train as a copywriter (this may be a waste of your valuable time), but there is a lot of value in approaching your business offering with a copywriter’s mindset, i.e., customer problem/pain point, then benefits, then product/service features, attributes, and specifications – not the other way around.

If you can’t clearly identify who your product or service is for and how it makes their lives better, you may need to make some adjustments or do some redevelopment before working on your marketing message. No amount of clever copywriting or “spin” will help sell a product for which there isn’t clear demand and that doesn’t solve a specific problem or give tangible benefits to the buyer.

Tip: Next time you talk to a copywriter with the intention of having them do some work for you, ask them about their business experience and understanding, and their views on customer psychology, buying behaviour, etc., to see how well-rounded they are. Oh, and also ask them if they play bass 😊 (just kidding).

One last quote… (just for fun)

“You can tune a guitar, but you can't tuna fish. Unless, of course, you play bass.”
– Douglas Adams

A thumbnail picture of author Douglas Adams to the left with a quote attributed to him on the right,

Note: I have seen slightly different versions of this quote attributed to other people, but it seems like something Adams would have said, so I’m going to go with this version and attribution.

A Striped Bass that was caught by a fisherman laying on a table or counter with its head to the left of the frame and its tail to the right.

42...

Cheers,

Darrell

3+3. Why You Should Regularly Add More Quality Content to Your Company Website

9/11/2024

Author: Darrell Cuthbert

Three Things Adding More Quality Content to Your Company Website Will Do for Your Business

Increase your website’s Traffic and Search Engine Rankings and Optimisation (SEO). More pages of quality website content mean more opportunities to rank for the search terms potential customers use when looking for the goods and services you supply. Over time, this will result in a steady stream of leads that you can convert into sales.

Improve the Visibility and Credibility of your business. Regularly publishing new content about the problems your products and services solve for customers, industry news and trends, etc. will increase awareness of your business and help position it as an industry leader.

Create more material for Repurposing. Core, evergreen, and topical content can all be chopped up, reformatted, and otherwise used as the basis for social media posts, short video scripts, infographics, etc.

Three Types of Content You Should Have on Your Company Website

Core Content. This content will be on your website’s main pages, e.g. Home, About, Products and Services Pages (with sub-pages if necessary), FAQ, Contact, etc.

Evergreen Content. Useful, informative content that stays relevant for a long time, e.g. resource articles, guides, how-to guides, tips and tricks pieces, checklists, cheat sheets, research reports, case studies, white papers, infographics, and a glossary page – or multiple niche/vertical-specific glossaries (a great place to use long tail keywords that don’t fit elsewhere on the site).

Topical Content. Content tied to a particular event or period, breaking industry news and events, upcoming or recently-held company or industry events, legislative changes (upcoming or recently passed), etc.

Create White Papers that Generate Leads and Drive Results

26/9/2024

Author: Darrell Cuthbert

White papers are a powerful tool for lead generation, especially in B2B marketing. They allow you to dive deep into a specific topic, offer valuable insights, and highlight your expertise.

More importantly, white papers help you capture high-quality leads by requiring readers to provide their contact information in exchange for the content.

Use Content Marketing Metrics to Measure the Performance of Your Content Marketing Strategy and Look for Areas of Improvement

26/9/2024

Author: Darrell Cuthbert

Content marketing is a powerful tool for driving traffic, generating leads, and building brand awareness.

However, to check that your content marketing strategy is working you need to measure the right metrics. Tracking content marketing metrics allows you to understand what’s working, what’s not, and what areas need improvement.

Emotional Copywriting Can Help You Make More Sales

26/9/2024

Author: Darrell Cuthbert

Most purchasing decisions are driven by emotion, even when customers think they’re being entirely logical. That’s why emotional copywriting (crafting messages that appeal to your audience’s emotions) can be a powerful tool in your marketing strategy.

By tapping into feelings like excitement, fear, trust, and even nostalgia, you can create copy that resonates with your audience on a deeper level, making them more likely to act.

Your Business Needs an Effective Blog to Attract Traffic, Leads, and Sales

26/9/2024

Author: Darrell Cuthbert

In today’s online, always-connected world, having a business blog isn’t a nice to have, it’s a necessity.

A well-maintained blog can be one of your most powerful marketing tools, driving traffic to your website, generating leads, and establishing your business or personal brand as a thought leader.

Using Subheadings to Improve Website Engagement

25/9/2024

Author: Darrell Cuthbert

When visitors arrive on your website, they often skim through the content instead of reading it word for word. Studies have shown that most users read only about 20% of the text on a webpage.

With such limited attention spans, how do you make sure your message gets across?

The answer lies in the effective use of subheadings. These seemingly simple elements don’t just break up your content, they also guide your visitors, improve readability, and keep people on your site for longer.