Posts Tagged ‘dm copywriter’

Use these subject line benchmarks for more email opens

Is your email subject line optimized for achieving the highest open rate for your given industry? Despite being way, way under the length of a tweet, the sparse subject line can make or break your campaign. Yes Lifecycle Marketing conducted extensive research to determine the parameters that increase the open rate, examining over 7 billion […]

17 Copywriting Affirmations

When it comes to copywriting, you don’t need to say these things over and over again out loud, however, you do have to keep them in mind even before your fingers hit the keyboard. Begin writing with empathy. You have to care about your customers. People aren’t targets. They’re your audience. Even the most complex […]

How Bewitched turned me into a copywriter

In my household, we sometimes debate the merits of science fiction vs. fantasy. (You’ve got a copywriter and a composer living under one roof so stuff like this comes up.) To make matters worse, I study people and their motivations, even my own. So it’s not surprising that I can now come clean and pin my […]

Copywriter script for Venture Card

I had the pleasure of writing a script for one of my favorite actors, Alec Baldwin. Alec was spokesman for a campaign by Capital One for their Venture Card, called the Venture Match My Miles Challenge.  

Writing email subject lines: 3 keys to rock your open rate

Writing email subject lines that compel readers to open your emails isn’t rocket science. Just follow these 3 keys to create winning email subject lines.

Why writing ads is like diapering a water tank

This fabulous quote about writing ads is from noted copywriter and advertising executive Philip Dusenberry, who chaired BBDO and was responsible for the famed Pepsi tagline, The Choice of a New Generation. It’s funny, but it also points out an interesting notion about what’s required when writing ads. Let’s compare your typical ad to an average […]

Copywriting typos and why we don’t see them

Copywriting means typos and here's why

Even the most vigilant copywriting means making typos. And sometimes, those typos get published. Some are hilarious, some are just downright embarrassing. But all are due to the fact that we see what we expect to see. Seeing copywriting that isn’t there The reason we miss typos is that we look for what writing is […]

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

See on – 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 – Advertising, I say Just add copywriting. See on

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

See on – 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

Why Copywriting is the Litmus Test of Your Online Marketing …

See on – 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

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

See on – 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

How These Two Barstools Will Help You Write Your Greatest Copy

See on – 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

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

See on – Advertising, I say How to cultivate the mental medley that sparks the alchemy of ideas. See on

Five Reasons Why Marketers Should Care About Stories

See on – 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

Apple .Mac emails

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.

How to convey passion and excitement in a case study

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 […]

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

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 […]

Email Marketing According to Email Users

Key email marketing stats and lessons for you from surveys of Internet users and their typical email habits, preferences and opinions.