You made difficult decisions this year, but you made it through. The engines are rumbling again, and the race is on to re-establish brands in markets with short memories at the best of times.
Restart = opportunity
Read the full article…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…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:
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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…Copywriters have an unwritten responsibility to elevate the discourse because they’re in a great position to do it for these reasons:
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…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.
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…“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.
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.
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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.
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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.
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