Whether 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…)
Whenever 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…)
Years 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…)
Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement, or a page or blog for your website, 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…)
I’ve written about search engine optimization (SEO) in the past and have gathered input from a wide range of content and digital marketing experts about the topic. As someone who was writing advertising copy long before SEO was “a thing,” I have kind of a love/hate relationship with the concept. Or maybe I should say a love/grudging respect for the concept. (more…)
It’s always challenging to come up with a list of “the top” anything. But, whatever the subject matter, it’s an interesting exercise. It requires stepping back to think strategically about what matters most. In this case, what matters most when it comes to content marketing. Having been engaged in content marketing for a number of years now, and having achieved a fair amount of success with our own and client accounts, we’d point to these as the “Three Must Knows” for effective content marketing. (more…)
by Linda Pophal
I have a love/hate relationship with search engine optimization (SEO). I understand SEO. I very often use the concepts in my own writing—and often use the concepts in writing for clients. Sometimes, though, and probably because I was a writer long before SEO was even “a thing,” I balk at what can seem at times to be a misguided focus—a singular focus—on SEO to the exception of everything else. (more…)
Whether 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…)
If you’re ever created content for any purpose, chances are you’ve encountered a dabbler. A dabbler is someone who, when asked to review copy (or who is responsible for reviewing copy because of their position), suffers from severe scope creep. They just can’t stop themselves from offering far more, and far more detailed, input than what was expected.
Dabblers like to dabble. It’s what they do. Unfortunately, what they do can create a lot of headaches, and much rework and added expense, for those in the business of producing and publishing content of any kind. (more…)
Whether you’re writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for your website, 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…)
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