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 […]
Thirty years ago, there were more than 300 fleet management companies in the US. Today, it’s down to 10, vying for the same customers. And the second largest player, PHH Arval, was facing monumental challenges.
Their competition was badmouthing them after a failed merger with GE. When they finally responded, their messaging was inconsistent. This left employees frustrated, and customers scratching their heads. What’s more, PHH was clinging to a story of industry firsts in a marketplace that had caught up to them technologically.
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 […]
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.
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.
Copywriter and ACD on Red Lobster website, banner advertising, rich media, newsletter and direct email campaigns.
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]