There are rumblings afoot at Harrisonamy HQ and it’s because I’m about to tackle some writing frustrations I see businesses struggle with every day. A few weeks back I asked business owners, freelancers, coaches and service providers what their biggest challenge was when it came to writing persuasively (an essential skill for any marketing to […]
I Want to Help You Write More Persuasively: So, What’s Getting in Your Way?
A lot of businesses don’t get anywhere near the attention they deserve. Brilliant products and services are overlooked all the time. Tell me your top 2 persuasive writing challenges – Take the survey I talk to business owners, coaches and consultants who just wish they could convince customers, partners, colleagues or the media to give […]
Screenwriting Tips for Compelling Business Content #4: If You Promise a Climax… Deliver
Kaffee: Colonel Jessup, did you order the Code Red?! Judge: You don’t have to answer that question! Jessup: I’ll answer the question. you want answers? Kaffee: I think I’m entitled! Jessup: You want answers?! Kaffee: I want the truth! Jessup: You can’t handle the truth! A Few Good Men. Every great script has a climax […]
Screenwriting Secrets for Enchanting Content #2: Action in The First 3 Lines
This is the second part in a short series of screenwriting tips you can steal to increase engagement with your business content. Long beginnings make audiences snooze. When it comes to cinema, the reason film-goers will persevere with a dull opening is either out of curiosity or because they paid for their ticket and a large bucket […]
Screenwriting Secrets For Enchanting Corporate Content: #1 Conflict
If you’re using online content to sell your product or service, one rule can set you apart from other businesses doing the same. Instead of only listing the facts and features of your product, steal the advantage by using content to tell a memorable story about your business. The idea that powerful stories capture attention […]
AmyTV#25: Does Your Copywriting Sound Like White Noise? Try This…
No-one likes to think that the blog post, sales page or white paper they’ve just slaved over is being ignored or misunderstood by customers. Unfortunately it does happen, but not without a simple fix. In today’s episode of AmyTV, we look briefly at 2 situations where it’s important to communicate your message clearly. Watch the […]
Is Your Content as Starstruck as This TV Presenter Meeting Tom Cruise?
Getting a customer to pay attention to your web content is like meeting a celebrity on the red carpet. They’re the whole reason you’re in business, and here they are, on your website. How does your copy handle this? Is it cool, calm, personable and persuasive? Or does it get a little giddy like this UK breakfast […]
Is Your Content Embarrassing Customers? (Wetherspoons Case Study)
The other day my husband and I were spending time on holiday in a cheap British pub called Wetherspoons. It’s often looked down on as it’s a big chain serving cheap-ish food and drink, but I like the pubs. They’re a bit rough and ready, but what you see is what you get (not unlike […]
CMS: Content is More Persuasive With This Missing Link
Welcome back to another episode of Content Marketing… Stripped! One of the most frequent questions I’ll ask business owners when reviewing their content is: “What does this fact / figure / statement mean to your customer?” Because as you’ll see below, the things we think are obvious, can easily be missed by our customers: The […]
Can Your Customer Find These 7 Details (Quickly) When They Visit Your Site?
Before running some content training recently I discovered a study that revealed an illuminating piece of information: In one month (November 2011) an average UK web user visited more than 2,500 web pages, so around 80 pages of content each and every day. Are these average users stopping to read every piece of copy line […]