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 [...]
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 [...]
In 2002, iTools became .Mac. In 2008, .Mac became MobileMe. In 2011, MobileMe became iCloud. I was the writer for many of Apple’s emails when it was still .Mac, some of which are featured below.
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.
I was copywriter and brand marketing strategist on the launch of this world-renowned spa in Tuscon, AZ. Most of the work was done while there were still bulldozers on the property and none of the rooms were finished. Sometimes we’re not just creatives, we’re illusionists.
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 [...]
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 [...]