In the past I’ve had freelancers and copywriters tell me how much they want to fill their essential web pages with informative, persuasive and compelling reasons to hire them. The problem is that despite studying books, courses and classes, they don’t have previous client experience or testimonials to write about. So how can they use […]
Creating “Back of an Envelope” Customer Profiles for Content-Marketing
If you’re a business owner doing your own content-marketing, or an organisation with employees adding content creation to their current roles, you’re constantly fighting a battle between quality and time. You know you’re supposed to do in-depth customer profiles, and somewhere you’ve got one of those on file, it’s just quicker to get 5-10 quick […]
Which Content-Marketing Tasks Can Wait Until After Your Site Launches?
“I don’t think content-training for people is worthwhile because they’ll have launched the site by then.” An email between managers raised a common concern that everything relating to content-marketing needs to be perfect before launching a new site. This is a misconception that the launch date of your site is the cut-off point to get […]
Is Your Content-Marketing Guilty of Sexy Method, Boring Message?
Recently I spoke to a lady who wanted advice on her website copy. As we discussed her audience and how she could help them, similar themes cropped up: I’m running a teleseminar I’ll be building my list I’ll be doing lots of speaking I want a video on my home page She was fired up […]
Copywriting Lessons from Apple in 1981. Still Fresh Today
Recently I was at a friend’s house when I noticed this nifty advertisement on his shelf. After reading the copy I wanted to share with you some of the copywriting techniques it uses and how you can still use them in your business today. Specific, audience-focused headline I love this headline because it speaks directly […]
Help! I Need to Write a Quick Sales Page (That Won’t Make My Customer Throw Up)
So, recently it was Valentines and I noticed that a lot of websites and blogs were giving away free gifts to their readers to show their seasonal affection. But you… heck I love you all year round. I don’t need a set day to give you a free gift. Which is why I’m choosing today. […]
5 Bloggers Tell the Truth: Do Blog Comments Matter to Business?
If you’re blogging to promote your business, at some point questions about blog comments are going to come up including: Can chasing blog comments leave you broke? How do you get more of those darned blog comments? And now I’ve called on 5 well-respected business owners who use their blog to market their services. I […]
Copywriting Lessons from 2 Luxury Travel Adverts: Which One Wins?
So, flipping through my National Geographic the other day I see 2 full-page travel adverts. One for a cruise, one for a rail journey. It’s not the first time I’ve used the magazine for examples of compelling copywriting. The cruise is around £1,000 and the rail journey nearer £2,000 so not low-budget travel options. A […]
Beware the Language of Popularity Marketers
Popularity Marketers rely on you to like them and want to be like them to buy from them. And what’s wrong with that? Like, Know and Trust are important factors when someone considers buying from you. With Popularity Marketers there is plenty of like. Naturally charismatic, their healthy egos infuse multiple content-marketing channels including video, […]
Back from Corporate Blogging and Content Writing Training
Just a quick post to give a shout out to a great group of people I had the pleasure of working with recently. The British Council in Cyprus are about embarking on an exciting journey of a new website and writing fresh, engaging content for their audience. As part of this corporate content and blogging […]