There’s a lot of information out there about copywriting. The bad news, though, is that a lot of it is wrong. Lots of misinformed people are spouting a lot of useless or, worse, downright bad opinions and misinformation that are discouraging writers and keeping them from succeeding. Let’s try to fix some of that, shall we? These are some of the most alarming, confusing, … [Read more...]
Top 10 Misconceptions About Copywriting—Part 1
There’s a lot of information out there about copywriting. The bad news, though, is that a lot of it is wrong. Lots of misinformed people are spouting a lot of useless or, worse, downright bad opinions and misinformation that are discouraging writers and keeping them from succeeding. Let’s try to fix some of that, shall we? Read on… Today’s article isn’t based on a question … [Read more...]
How to Add Urgency to Your Copywriting When Things Aren’t Urgent
When you’re crafting a call to action for a project, you want people to take that action as soon as possible. But what do you write when your target audience doesn’t have to take that action immediately? No marketer (at least, no marketer with a soul) wants to be pushy, right? We’re not here to force our products down people’s throats, we’re here to help them find solutions … [Read more...]
How Do You Write for Translations?
In today’s global economy, there’s a good chance that your copy may not just remain in its language of origin. You won't be the translator (thankfully), but you will need to write your copy so it can be translated. How? Here's what you should know about writing copy that will be translated. First, one caveat: I’m talking mostly in the “translating English to another … [Read more...]
The Copywriter’s Creativity Problem
When people think about the advertising industry, the trait they’re most likely to associate with it is “creativity.” That worries a lot of would-be copywriters. Are you creative enough to be a copywriter? Will that get in the way of your success? But the truth is that if the success of the ad industry rested on creativity, it would have folded long ago. And there's … [Read more...]
How To Distinguish Your Client From the Competition
In every client’s mind, their own product or service is legendary. But how can copywriters convey that same momentousness to prospective purchasers so that they just can’t resist buying it? Conveying a product’s (or service’s) unique selling point (or USP) and benefit to the consumer are crucial to helping your target audience understand why they should make the … [Read more...]
How To Change Minds With Your Copywriting
Persuasion is key to effective copywriting. But influencing people is easier said than done. Or is it? Here we talk about the secret to turning heads and changing minds. The purpose of any piece of copy is to get people to take action. That action might be to buy a product or it might be to sign up for an email list or to send a letter to their congressperson or even to … [Read more...]
Why You Should Make Your Audience Anxious
Writing to your target audience is crucial for writing effective copy. You love your target audience! But sometimes it's also wildly effective to make 'em squirm a little. You understand that you have to convey the benefits of a product when you write about it, but is there anything else you can do to make that benefit more powerful? (Don't you don't know the difference … [Read more...]
The Key to Writing Irresistible Product Descriptions
Product descriptions can be a great opportunity for copywriters. They offer a lot of work that can be fairly steady and may also be done remotely. But if you want to wow potential employers and land the job, there's one key you've got to know. Despite the fact that some companies put in the bare minimum of effort on product descriptions, they're actually some of the most … [Read more...]
Is Your Press Release Missing This One Key Element?
Press releases can be a terrific addition to your copywriting tool kit and can be yet another way to win your client's devotion. However, there's one big mistake that many press release writers make that leaves their clients feeling like they wasted their money. Full disclosure: I went to school for public relations (majored in it, actually). I quickly discovered that I … [Read more...]