How to Write a Value Prop: A Different Approach
How to Write a Value Prop: A Different Approach
Your value proposition is the one thing you offer your potential customers that your competitors can’t.
Read the full article…Writing by committee when you don’t have a choice
A few years ago, the Harvard Business Review asked readers for a solution to the inevitable “death by a thousand cuts” scenario that plagues almost every writing by committee situation.
Here’s what we tell our clients:
Read the full article…Everyday writing tips: How to drop the hammer in an email
Imagine going your whole life without having to write a scathing email. Everyone would be doing exactly what they’re supposed to be doing. You’d be walking around satisfied with everything. And there’d be no reason to publish this particular set of everyday writing tips.
Read the full article…The copywriter’s unwritten responsibility
Copywriters have an unwritten responsibility to elevate the discourse because they’re in a great position to do it for these reasons:
We have to tell the truth
Truth is tough to find these days. What’s real? What’s fake? Who has an agenda and what do they want people to think? This skepticism has tainted our relationships with news media, artists and filmmakers, governments and each other.
Read the full article…Advice for marketers, parents and marketers who are parents
Get to know kids’ jokes. This is good advice for marketers because kids’ jokes clearly demonstrate the process of creating interest, delivering a payoff and being remembered. It’s good advice for parents too, because they give your children something to laugh about other than poo.
What marketers can learn from kids’ jokes
Talking to children is not that different from talking to adults. They both want something simple they can relate to emotionally and rationally.
Read the full article…Copywriting = learning
“Learn something new” is the fourth most common new year’s resolution (behind exercise more, lose weight and get organized). And it’s one of the hardest to keep because it involves serious effort and dedication. But for a copywriter, it’s an easy one to stick to because copywriting is all about learning.
How to write a home page — 1 template, 3 examples
We had a tech client come to us this week with a specific problem: his home page’s bounce rate is too high. This means too many people are landing on it and leaving without getting past it. This tells Google to lower his site’s rankings because it clearly isn’t what people are looking for. It tells us he doesn’t know how to write a home page.
Read the full article…Why High-Quality Copyediting is So In-Demand
The US Department of Labour statistics paint a less-than-rosy picture about the future of high-quality copyediting. They say the number of available jobs in the industry is going to shrink by over three percent between now and 2028. This will represent roughly 3,400 jobs lost.
Read the full article…Effective writing: Getting what you want with your words
Unless you’ve successfully mastered mind control, effective writing is all you have to drive the behaviour you want. Whether they’re heard or read, they have to be convincing, true and interesting enough to maintain attention. It seems easy enough, but if you think about how many times you say no as a consumer versus how many times you say yes, it’s actually not that easy at all.
Read the full article…Five Ways to Improve Tech Copywriting
Tech copywriting is a funny tightrope because you have two audiences with vastly different knowledge bases: the techies and the strategists.
Read the full article…