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 [...]
Writing Your Company Positioning Statement
I learned many things while live-blogging the latest New Ventures BC seminar on Market Research and Product Marketing at SFU School of Business in downtown Vancouver. One particularly good piece of advice that applies to writing content for your website, newsletter, blog or other marketing materials is to ensure that your positioning statement truly differentiates [...]
How Social Media Boosts Business. Case Study
My copywriting clients often want a bit of direction as to how to syndicate their written content through social media and boost their marketing campaigns. But sometimes, particularly with new clients, the request is much more fundamental: “I keep hearing that blogs, Twitter and all this geeky mumbo jumbo is good for business. But I [...]
Copywriting Tip 5. Answer These Questions
Writing great sales copy, website content and ads involves answering questions that go beyond the W5 of news reports and press releases (You know: Who, What, Where, When and Why). As Ernest W. Nicastro illustrates in Salesmanship, Repetition and Direct Mail, copywriters have to dig deeper to get the message across: An imposing looking executive [...]
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