Rainmaker team says, “Your product has two identities. But your customer buys your product because of just one of these identities. Oops. See, when you pay $5,000 for your son’s braces, you aren’t buying a middle-aged man to follow you around in a white coat … nor are you buying stainless-steel rods to stick in your son’s mouth. What you are buying are straight teeth. But not even that. You are buying what those straight teeth mean: beauty over bullying“. What You Don’t Know about Your Product Can Kill Your Copy ‘Copyblogger’ Blog  [...]

Rainmaker team says, “copywriWe all long for something. Love that will last. The ability to influence people. Scenic vacations. Financial independence. Less anxiety. Copywriters call these “mass desires.” And copywriting that actually works connects your product to one of these mass desires. When that is done — when you’ve convinced your prospects that you can satisfy their desires — then people will not only fall in love with and buy your products, they will become unstoppable evangelists as well. But that all depends on whether or not you choose the strongest desire“. Want... [...]

Mark Trenner says, “As writers, we are very protective of our own creations. But when we perform research on a topic and come across the perfect passage on a website, or an image that perfectly captures the essence of the point we are trying to make, sometimes it can be tempting to just copy and paste it into our own content. With that one move, however, you commit copyright infringement — which could cost you your reputation and your business“. What You Don’t Know About Copyright Can Hurt You ‘Copyblogger’ Blog  [...]

Sonja Jobson says, “Let’s imagine for a moment that someone lands on your website. Not just any someone—but a dream-client-type someone. This person would be amazing to work with, and (at this moment) it’s all up to your website to reel ’em in. This person starts reading your copy and the words are jumping out at him. He is thinking to himself: “This person gets me.” He reads on and is so enchanted by the story you are telling that he clicks over to your services page. Things keep getting better, because your service descriptions are so spot-on, he immediate... [...]

Dan Brotzel says, “‘I’m sorry for writing such a long letter: I didn’t have time to write a short one,’ Blaise Pascal once said. Well, quite.  Probably the most common copywriting issue that people want to address on our courses is how to cut copy. ‘We have so much we want to say but our content’s way too long and clunky already.’ ‘How we can say what we need to say in half as many words?’ Reducing wordcount matters because the online space is a tough reading environment”. Nine surprisingly lengthy tips for cutting and editing your copy ‘Econsultancy’ Blog  [...]

Jamie Thomson says, “When you’re recognized as a brand authority, you become the go-to business for products or services in your industry; you can be more selective with clients, and you can charge higher rates that reflect your expertise. When we hear “brand authority,” we usually think about PR, online and offline marketing, public speaking, writing books, being interviewed… Giving thought to what you say is undoubtedly important, but it’s often how you say it that establishes your true credibility as a brand authority. By following these four steps, you’ll... [...]

Eric Murphy says, “Web copy is often the difference between visitors and leads, and leads and customers. It plays an integral role for consumers at every stage of the buying cycle, from awareness to decision making and advocacy. Most marketers can identify poor web copy when they see it. Why? Because poor web copy doesn’t read smoothly, stir emotions, influence behaviors, or make explicit calls to action—it feels purposeless—and that’s just bad marketing. And yet, web copywriting is a strategy that sometimes falls by the wayside, overlooked for other site priorities like gated content,... [...]

Patrick Armitage says, “The written word’s been getting written off lately. SnapChat, Instagram, Pinterest, infographics, emojis and video have been stealing the limelight as words, copy, content, whatever you want to call it take a backseat. We’ve become enamored with the idea that showing, rather than telling, provides a better brand experience. But the backbone of successfully using these newfangled channels starts with a brand vision well-articulated through strong copy. The continuity of a brand, despite the advent of new media, hangs on the tenor of a singular voice”. Copywriting... [...]

Daniel Burstein says, “I’m staring at a blank page on my screen. There are several directions I could go with this piece of writing, and I’m not sure which will be most helpful to you: How to improve the conversion rate of your email marketing How to best understand and serve your customers How to split test your email marketing I’m sure you face this dilemma as a copywriter or marketing manager as well: Which subject line will be most effective? How should you craft the headline? What body copy would be most helpful (and generate the most response) from customers? So that’s what... [...]

Paul Cheney says, “If you’ve ever opened a Web browser, chances are you’ve visited The Huffington Post. That might be related to the fact that they (by a landslide) publish the largest number of viral stories on the Web, according to NewsWhip. One of my favorite things to do when I find out someone is the best at something isanalyze their method … and steal the hell out of it. So I ran a query through one of my favorite sites, BuzzSumo, a content analysis search engine (my description, not theirs), and pulled up HuffPo’s most shared content over the past year. Because you’re all marketers,... [...]