Dave Chong

All for one
by Dave Chong|20 May 2026|Advice, Copywriting
Before we go any further, let's acknowledge the thing. Ethos, pathos, logos. Athos, Porthos, Aramis. These are not the same words. They are, however, extremely similar words, arranged in groups of three, and if you've ever sat in a marketing seminar and heard someone introduce Aristotle's three modes of persuasion,...
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Illustration of 3 horns blaring out musical staves
The testimonial
by Dave Chong|28 April 2026|Advice, Web copy
In the spring of last year, a marketing manager at a mid-sized professional services firm (we'll call them Company X) sent an email to seven clients. The email was warm and brief. It explained that the firm was refreshing its website — nothing major, just a little tidy-up and shooing...
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Illustration of a pile of boxes being built, and a work in progress sign
The rules were never the point
by Dave Chong|13 April 2026|Advice, Copywriting
TL;DR version: Most grammar rules are either the fault of an eighteenth-century bishop with a Latin fixation, or schooldays scaffolding that never came down. They are not (despite their confident manner) laws of nature. Language changes constantly — always has, always will, largely without anyone's permission. Every attempt to freeze...
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Why sending the wrong message… can send the wrong message
by Dave Chong|04 March 2026|Advice, Social Media
TL;DR version: A smaller TikTok ice hockey creator — Pavvy — posted a video excitedly showing images from an upcoming Bauer equipment catalogue. Gear chat. Nerdy ice hockey stuff. Bauer reached out via TikTok DMs. Their message suggested a possible partnership and ask her to send them her email address....
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AI blog illustration of a robot holding a pen
GEO and G-SEO: How to optimise for the AI gods
by Dave Chong|10 October 2025|Advice, Copywriting, SEO, Social Media, Web copy
TL;DR version: AI has changed search. Generative engines don’t just list links — they give direct answers. If your content isn’t part of those answers, you’re invisible. GEO helps, but only so much. Adding citations, stats, and quotes can make engines more likely to feature you. But being quoted doesn’t...
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Zero click content illustration featuring a blimp carrying a sign saying "10 REASONS WHY BLIMP ADVERTISING COULD BE THE FUTURE OF MARKETING" while a couple of people watch it and make notes. It's a blimp ad as attention without clicks (Google AI Overviews, LinkedIn carousels).
Zero-Click Content
by Dave Chong|30 May 2025|Advice, Copywriting, Email, SEO, Social Media, Standard, Video, Web copy
Last updated: 24 September 2025 TL;DR Zero-click = answers shown on the platform (Google AI Overviews/Mode, LinkedIn, TikTok) with no site visit required. Win by being the best source to quote: definition-first copy, clean lists, FAQs, citations, and UK context. Measure beyond clicks: impressions, branded queries, AI Overview presence, GBP...
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Illustration for blog about greenwashing. It features a man painting a leaf onto a barrel that has a skull and crossbones on
Greenwashing
by Dave Chong|15 May 2025|Advice, Standard
Much like the Wicked* Witch of the West, people are getting increasingly fed up with attempted greenwashing. From vague claims about being "planet-friendly" to misleading carbon-neutral pledges, businesses have been caught out time and again. And consumers? They’re getting wise to it. In the UK, watchdogs and regulators are cracking...
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Building Successful Relationships with Magazine Editors
by Dave Chong|26 August 2024|Advice, Copywriting, Web copy
At some point after you’ve written an article or  press release, you’re going to have to release it to the press. But then what? You get together a list of potential publications who might carry the story and just… send it off and hope? Part of the art of marketing...
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Video camera
Ask An Expert: Video
by Dave Chong|21 March 2024|Advice, SEO, Video, Web copy
For our occasional Ask An Expert series, we’re on to video. As JKC’s resident camera-haver, I thought it’d be useful to sit down and ask myself the important questions about video and its place in marketing — particular with SEO. Luckily, I remembered to transcribe it all, otherwise this would...
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B2B blogging
B2B Blogging Basics
by Dave Chong|09 January 2024|Advice, Copywriting
Look, just between us, we both know you haven’t got time to write blogs. At least not regularly. You might have a killer idea to share. Perhaps some diamond-grade advice. Or you're putting voice to righteous indignation about industry events. In an ideal world you’d turn to the professionals (hint,...
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