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 [...]
Copywriting Tip 7. Avoid Typos
Copywriters (and business owners who do their own business writing for some strange reason or another) must avoid typos in their communications and marketing materials. This should go without saying, but I’m still surprised to see little mistakes cropping up in press releases, newsletters and other materials my friends and colleagues send along. Take care [...]
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
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 [...]
Copywriting Tip 3. Driving Traffic to Your Online Store
My fellow Ask the Experts panelist, Go Go Mama Go’s Christine Pilkington, has beaten me to the punch with a wrap-up of the “Driving Traffic to Your Online Store” event in downtown Vancouver. Some of the key tips she covered: * Content is king. Keep your articles and descriptions relevant and interesting. Cool flash graphics [...]
Copywriting Tip 2. Create a Unique Selling Proposition
Don’t forget to include a Unique Selling Proposition in your web content and other promotional collateral. If you’re trying to promote or sell anything, you’ll want your USP to tell readers clearly and concisely why they need to go to you today. Some examples of good USP’s: Olay: “You get younger-looking skin” Head & Shoulders: [...]
Copywriting Tip 1. Keep Your Website Fresh for Google
One really important rule for any website is to keep it populated with fresh content. Blog posts, white papers, case studies, online versions of your newsletter — throw it all out there in an organized and easy-to-navigate site and you’ve got a website that will be read. It’s not rocket science. Why is fresh important? [...]
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