Posts Tagged ‘copywriting’

Copywriting for real estate advertising

Real estate writing for Mission Bay ad

Copywriting for real estate advertising isn’t that different from copywriting for any other type of product. But it’s probably most similar to copywriting for automotive advertising. Put your audience inside the product. Writing for any product requires the copywriter to identify with the audience. You need to understand what motivates them, what gets to them […]


The Four Species of Imagination

The four species of imagination, shared by copywriter Karen Goldfarb

There are Four Species of Imagination – the experimental, the visionary, the intuitive and the calculative, as demonstrated in the work of major innovators of the 20th century. This infographic shows how they map out. That said, are there really only four? Seems like an instant oversimplification. Although infographics tend to have to find ways […]


John Cleese on creativity and comments from a copywriter

John Cleese on creativity and copywriter comments

As a copywriter, I’ve often wondered where creativity comes from, and even more so, how to tap into it and “package” it, for lack of a better term. After all, when you work professionally as a creative, clients are essentially paying you to be creative on demand. And on deadline. Sure, some copywriters and art […]


7 Steps To A Brilliant B2B Marketing Plan

7-steps-to-marketing-plan-from-a-copywriter

See on Scoop.it – Advertising, I say An Infographic showing the latest research on how companies are using inbound marketing and digital marketing with advice on key issues to think through at each step which are relevant to all involved in inbound and content marketing. The results across different studies show that while many companies […]


[How to] Write the Perfect Blog Post [Infographic]

See on Scoop.it – Advertising, I say Just add copywriting. See on ijustdid.org


An Inconvenient Truth For Copywriters: How To Write Headlines And Why Your Career Depends On It | articles

See on Scoop.it – Advertising, I say Hello, young copywriter. I am here today to tell you that you are a member of an endangered species. I’m very sorry, but it’s true. See on ihaveanidea.org


Why Copywriting is the Litmus Test of Your Online Marketing …

See on Scoop.it – Advertising, I say Online marketing requires considerable planning, especially to those promoting a service. Service business owners and independent professionals face multiple challenges of promoting themselves as well as communicating … See on www.sitepronews.com


How Great Direct Mail Helps a Retailer Win Back Customers | Smart Marketing Strategy

See on Scoop.it – Advertising, I say A direct marketing success story: How Chico’s, women’s retailer, got customer win-back direct mail right and 6 lessons for a smart marketing strategy. See on www.gianfagnamarketing.com


How These Two Barstools Will Help You Write Your Greatest Copy

See on Scoop.it – Advertising, I say “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use… See on www.wearethefreeradicals.com


Creative Legend George Lois on Ideas as the Product of Discovery, Not Creation

See on Scoop.it – Advertising, I say How to cultivate the mental medley that sparks the alchemy of ideas. See on www.brainpickings.org


Cut through the hype about brand storytelling

Brand Storytelling Is Hype

Every time I see the words “brand storytelling” and read about its importance, I get butterflies in my stomach—not the good kind. And I’m a professional writer, so I can only imagine what it’s doing to marketers out there who don’t write for a living. Here are examples of the phrases that get me: “Content […]


Five Reasons Why Marketers Should Care About Stories

Print-Ad-Britannica-Encyclopaedia

See on Scoop.it – Advertising, I say Stories have always taught, inspired, motivated, and engaged us like no other form of communication has. Here are five reasons why marketers should care about the craft. See on www.mpdailyfix.com


Evoz Baby Monitor website

Evoz website copywriter

For parents who want to geek out (and I’m one of them), Evoz provides a new way to stay connected to your baby, whether you’re walking in your garden or working in another country. I was copywriter for the original beta website.


TRESemme print ad

TRESemme print ad writer

While working as a beauty copywriter for agency Carat, I was part of the team that pitched and won this mainstay brand of haircare products. Our concepts focused on engaging women on their terms at all touch points so that TRESemmé could enable them to be the Best Tressed. I was copywriter.


Red Lobster website

Red Lobster website writer

Copywriter and ACD on Red Lobster website, banner advertising, rich media, newsletter and direct email campaigns.


How to convey passion and excitement in a case study

case-study-copywriting

I’ve been wondering this for years, because as I explained to a client recently, while I think case studies are valuable, I think the case study format is tired. And I see a lot of tired writing plugged into case studies. I like Jack Price‘s answer to this question on Quora. He writes: “A common […]


How did a copywriter pick her client’s top-selling product?

copywriter_picks_this_best-selling_product_for_client

When you think of a copywriter, you think of someone who puts words on a page. Someone who comes up with creative ideas for selling your product. Not someone who actually picks your biggest selling product of the season. And let’s face it, I didn’t expect to be in a position to be advising anyone […]


5 tips for creating a blog calendar

5_tips_for_creating_a_blog_calendar

Writing a blog becomes a lot easier when you have a framework to follow. (Hey, it sure beats scratching your head each week trying to figure out what to publish.) What I found for most clients is that, at a minimum, it’s best to set a quarter as a goal for your plan. Even better […]


How to win with smart messaging

win_luntz

Listen to Talk of the Nation’s interview with Frank Luntz, author of Win, a new book about how critical smart messaging is to businesses and politicians and the importance of language in copywriting and advertising. Here’s an excerpt: The best advertising and the best communication, when it comes to business, is that which makes you […]


Features versus benefits: Can we end this now?

Copywriters write about benefits, not just features

On the very first day of Copywriter or Sales 101 class, you will hear the “features-versus-benefits” conflict. You will hear the professor say that people buy because of benefits. “Features tell but benefits sell” is a phrase that will likely be spoken. You’ll hear how features describe a product or service while benefits describe why […]


5 disturbing characteristics of a DM copywriter

DM copywriter characteristics

Copywriters beware. If you’re reading this thinking you’re going to get lessons on copywriting, you won’t. See my earlier post about why this copywriter won’t write about copywriting. Instead, I’m going to give you a quick peek into the (potentially alarming) psyche of your DM copywriter: We study you. Constantly. Always. Looking for what makes […]


Why this copywriter will never write an article about copywriting

There, did I say copywriting enough times that Google crawls it and thinks I am one? Great, now that that’s out of the way. Here’s the deal. If you need a copywriter, you don’t need an article about 10 tips on copywriting. Like, if you need a heart surgeon, you don’t need an article about […]


Writing About Technology, Plus Why Agencies Suck at Social Strategies

iStock_000003453643XSmall

Buzz Marketing for Technology: Why Social Strategies are Difficult for Agencies to Execute (tags: buzz_marketing social_media copywriting copywriter marketing_strategy) Writing about Technology for Consumers – On Demand Videos – mediabistro.com (tags: advertising technology writing copywriting copywriting_technology) advertising technology: peruse the product or wax poetic (tags: advertising Technology)


Word Mapping, Plus Names and Naming

visual_thesaurus

Thinkmap Visual Thesaurus – An interactive thesaurus and dictionary word mapping tool (tags: copywriter naming brand branding) The Name Inspector ~ On Names and Naming (tags: copywriter naming brand branding marketing)