Web copy tips from Ogilvy On Advertising, one of the ad world’s most famous texts. Roughly six times as many people read the average article as the average advertisement. Four times as many people read captions as read body copy…So, caption every photo if you want the opportunity to communicate and persuade. Headlines get five times the readership of body copy….read more →
Sugar-Free Methods for Selling With Words Packing marketing documents with hyperbole and sensationalism is like bringing wedding cake to a casual potluck party. And it’s a no-no with content development. People are taken aback by the butter cream frosting, frilly edge treatments and impeccably placed rose petals. The sheer volume of sugar sets them up for a crash. Also, the…read more →
Inbound marketing is the modern, Web-connected alternative – although it integrates off-line advertising, direct mail, billboards, text messages, magazine ads and so forth. It’s really not about offline/online. It’s more about integration, conversion and accountable measurement.
“Words calculated to catch everyone may catch no
one.” – Adlai Stevenson
Business people don’t always directly relate shipping to marketing, but the indirect ties are undeniable. This applies to all kinds of businesses, not just eBay. Let’s start with customer satisfaction: * Customers who love your service come back * Satisfied customers tell two friends.. and so on * Your product becomes more valuable when it’s shipped quickly * Items that…read more →
I’m a fan of Seth Godin’s books. I don’t get paid anything to promote them, but I just end up doing that because I read them and always find a few gems of wisdom within. The marketing/advertising/good-business books are light, airy and fast paced. They’re not chock full of compelling research or detailed justification, but that’s part of the reason…read more →
Don’t you love it when people sprinkle the words “honestly” and “frankly” into their conversation? It sounds like rookie car salesman banter. When written in marketing copy, the effect is even more disturbing. It often shows up in these forms: “in truth,” “truthfully,” “to be completely frank,” and “quite frankly.” It’s supposed to sound conversational, but ends up arousing suspicion….read more →
Are you getting good results from your direct response, Web content and social media campaigns? Are you writing case studies and white papers that get passed around the web? If you are, stop here and read no further. Those campaigns are paying for themselves, and you don’t need my services. If you’re like most businesses, however, you’re somewhere in the…read more →
I recently came across a great comment thread about freelance copywriting pricing, however. And it’s a useful eye-opener for anyone involved in this trade – buyers and sellers. Ignore the obnoxious headline and read the thread below that. There are a lot of gems in there (along with some duds and silliness).
If you’re dropping the ball here, you could be losing lots of cash due to missed opportunities for upselling, add-ons, new leads and referrals.