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 […]
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 […]
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 […]
Copywriting Frequently Ask Questions – Copywriting FAQs (tags: advertising copywriter copywriting) What Makes a Good Ad Copywriter (tags: advertising copywriter) Advertising Copywriter(tags: copywriter advertising)
Creative AD Concepts | 54 Pics | (tags: ad_concepts advertising_concepts advertising) Creative advertising techniques and ideas + hundreds of example TV, email, print ads (tags: advertising creative inspiration strategy ideas advertising_concepts) Seeking New Ad Concepts for Movie Theater Lobbies – Advertising Age – Video (tags: advertising concepts)
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)
The User Experience – Writing Superior Content (tags: copywriting, user experience copywriter) A List Apart: Articles: Reviving Anorexic Web Writing (tags: copywriting user experience) The User Experience Group: Online Writing Guide (tags: copywriting, user experience)
User Research Activities – Personas in Comic Form (tags: user experience, personas, copywriting, research) How to Get In Tune with Your Readers Needs [and Produce Compelling Content] (tags: copywriting copywriter) Functioning Form – An Event Apart: Content First (tags: copywriting, user experience, content strategy webdesign web design)
The Blogging Universe (If It Were a Cafeteria) | The Copywriter Underground (tags: copywriting)
Most copywriter blogs, articles and how-to’s tell you how to write. I’m going to tell you what to write. So, if you really want to know how to handle headlines, when to use bullet points and how to improve your punctuation, leave this page immediately and go type “copywriting tips” into your favorite search engine. […]
While in the online world, user experience is often considered the same as usability, information architecture (IA), and user interface (UI) design, those areas are really components of it. Taken at its highest definition, user experience addresses and integrates all user-facing aspects of a company, from email and websites to presence in print and on […]
Check out the trailer for ART & COPY, a new film about advertising and inspiration. Directed by Doug Pray (SURFWISE, SCRATCH, HYPE!), it reveals the work and wisdom of some of the most influential advertising creatives of our time–people who’ve profoundly impacted our culture, yet are virtually unknown outside their industry. Includes George Lois, Mary […]
The term web literacy has been used to describe being fluent with the latest Twitter apps or how to use YouTube. But in this case, it means, quite literally, the ability for an online audience to read what you wrote. So, the question is, can they? The data is so far inconclusive. Sure, much of […]
Language is typically the interface on almost every site, to paraphrase Jeffrey Zeldman, publisher of A List Apart. Even on Flickr, an inherently visual site, the navigation is text. That means word choice is critical. Yet most companies budget very little for content and writing. So, if your site is meant to compel people to […]
Common-sense tips from a graphic designer that apply to us copywriters, marketing strategists and business folks too… Six Questions to Define Creative Strategy Tips to speed and improve creative design results. By Susan Sharman, Sharman Studios As a graphic designer, I spend a lot of time trying to explain the creative process. How do I […]
As part two of my continuing effort as a copywriter and marketing strategist to bring you tales of marketing success in The Current Economy, again, give it up for guest-blogger Bernie Freytag, Creative Director at Romanelli Communications. Bernie will tell you about how this “lean, agile, flexible and focused” agency on the East Coast is […]
This project for Salesforce.com featured an expandable rich media banner (shown above), an interactive CD presentation, plus offline printed materials. I was copywriter.
To detail an intricate B2B enterprise software story such as service-oriented architecture, it helps to have a simple concept. That’s ultimately what sold SAP on the straightforward metaphor of using a whiteboard presentation for this story of SOA. It’s an elegant way to tell the story without getting in the way of the detail. I […]
I’m going to tell you one of the Great Marketing Strategy Secrets to Still Making Sales, Even in This Crazy Economy. It’s not copywriting. Or art direction. Or social media, video, or SEO strategy. (Although all those things can help.) Ready? It’s the offer. Offer something of value to your customers, something they really want, […]
I wrote the script for this video which was the cornerstone of the announcement of a new partnership between tech giants, Cisco and SAP. It was shown before the keynote speech to an audience of 18,000 at the Cisco Global Sales Conference in August of 2007.
I know talking about working on Apple is like breaking the first rule of Fight Club, but so what. Here’s an example of direct marketing copy writing I did for Apple Education.