Copywriting FAIL. I Never Sleep
Real estate industry people tend to use a full range of marketing materials, from business cards and a website to brochures, direct mail sales letters and even less common items like notepads and fridge magnets. They don’t always use copywriters to come up with their slogans, leading to unfortunate results like the one below: “I [...]
Advertising Copy FAIL. Is There More To Life Than This?
I pass by this advertisement on the outside of a church in the heart of Vancouver just about every day. It reads “Is there more to life than this?” The ad is an utter failure. The advertisement is for a course that will get students thinking about God, spirituality and the meaning of life. The [...]
How To (And How Not To) Write A Bio For Your Website
First, a quick hello to my friends and colleagues attending the Grow 2010 technology conference in Vancouver today. I wish I could be there. Sadly, other business took priority. Looking forward to seeing some write-ups on what went down. I took the liberty of checking out the speaker bios and realized I also had the [...]
How To Develop A Big Picture Communications Strategy
Summer is here. We’re reading books on the beach, drinking wine on the patio and making more time for our friends and families. But after recharging my batteries for just a day or two, that entrepreneurial brain kicks in. I start thinking about big picture stuff. About a third of my work is helping develop [...]
Copywriting Fail Of The Week. Soylent Green
Today we begin a regular meme, Copywriting Fail of the Week. Our first winner appears to be ad copy for some kind of charity for children. Those poor, poor kids. Thanks, FAIL Blog
Use Analytics To Fine-Tune Website Content and Your Business
I’m often surprised to find that new clients aren’t using Google Analytics or some other tool to track visitors to their website. As a website copywriter, I use information like key phrases and popular search terms to refine content and make it more SEO-friendly. Basically, I use the info to make your website easier for [...]
Use Strong Calls To Action
If you want your customers to do something — like, maybe, buy your stuff in the next two minutes — you’re going to have to tell them. Read my post on the Lift Strategies website to learn more about how to get the customer to take action
Who Is Your Ideal Client? Know This for Key Messaging
When I’m working with new web copywriting clients and getting a handle on their business, one of the first questions I ask is “who is your ideal client?” This tends to get a bit more of a refined response than “who is your target market”. For example, the owner of a Vancouver-based financial planning services [...]
Be Consistent With Your Messaging
Write, rinse, repeat. My latest writing tips for business in the Lift Strategies Meet the Experts blog: There’s certainly something to be said for fine-tuning and adapting your messaging for different markets if you are targeting distinct niches. That said, a coherent marketing and communication strategy will typically involve some key language that is repeated [...]
Don’t Contact Us?
Some companies invest huge dollars on graphic design and content development for their websites, but make it difficult for customers to contact them. This is just silly. On your “Contact Us” page, at a minimum, you need to have a phone number and email address. Not everybody wants to fill in a form. Here are [...]
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