When most businesses consider their competition, they tend to think of the obvious – their direct competitors. If I run a salon, the salon across the street (assuming it targets the same clients) is my direct competition. But direct competitors aren’t the only competitors we need to be concerned with. (more…)
Posts Tagged ‘copywriting’
Do you know who your competitors are? Are you sure?
Thursday, May 6th, 2010Try These Copywriting Tips to Boost Sales
Sunday, March 7th, 2010Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for your web site, there are some tried and true techniques that can help you make sure that your copy gets the results you’re looking for.
Think about writing copy as making a sales pitch to a customer. Your goal is to persuade that customer to do something – most likely to purchase your product or service. Here’s how: (more…)
They don’t care about you – but YOU should care about THEM!
Tuesday, February 16th, 2010Want a quick tip to help you evaluate the effectiveness of your advertising copy? It’s simple. Just take a look and see how many times you use words like “we” or ”our.” What’s wrong with those words? They’re you-focused, vs. they-focused – they being the target prospects you’re hoping to influence in some way. Instead of words like “we” and “our,” your copy should include (more…)
Verisimilitude!
Monday, September 14th, 2009Years ago I was fortunate to be able to work with one of the true gurus in the field of direct marketing copywriting – Herschell Gordon Lewis. A marketing genius, a horror-film writer! (he’s actually known for creating the “splatter film” sub-genre of horror, according to Wikipedia) (more…)
What makes you better than them?
Friday, August 7th, 2009Identifying the key benefits that answer the question of WIIFM (“What’s in it for me?”) for your customers and prospects, the first step in writing compelling copy. The second is positioning what you have to offer relative to what your competition has to offer.
In considering your competition you need to consider (more…)
“You” and “your” vs. “we” and “our.”
Wednesday, August 5th, 2009Whenever I’m called upon to offer a critique on or advice about a company or consultant’s copy – whether it’s on a web site, in a brochure, an ad, a blog, or whatever – the first thing I do is read through the copy to see whether the focus is on “we/me” or “you/your.” Most of the copy I look at is the former. A quick, easy and relatively painless way to improve it (more…)
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