Among the first lessons you’d learn in a copywriting techniques course is that consumers want to know what’s in it for them.
This article looks at how to frame that “what.”
Read the full article…“To boldly go where no one has gone before.” Powerful. Rhythmic. Iconic. And grammatically incorrect because of the split infinitive. If you ever choose to boldly go deep into the rules of grammar and ask, “What is a split infinitive?” the Star Trek reference will probably come up.
But before the split…
Read the full article…A professional bio is one of the most powerful marketing tools you have because you can pretty much guarantee that visitors to your site are going to read it.
According to Hubspot, other than the Home page, the most visited page on a website is the About page. All kinds of “experts” have postulated all kinds of reasons for this, and this is ours: visitors want to know the people behind the name. Then they want to look those people up on LinkedIn to see their history, who they know, who they’ve worked with and how they’ve added value to others.
Read the full article…Grammatically, the difference between the active voice and passive voice is the relationship between verb and subject. In the active voice, the subject is performing the action. In the passive voice, the action is happening to the subject.
Active: The man drives the car.
Read the full article…Most brand managers and marketing managers we’ve worked with over the years have told us that the best part of their job is writing the creative brief.
“Sending a creative brief to my agency and getting back a creative reinterpretation of my thoughts is so cool,” says Shauna Pichosky, now the VP Marketing and Communications at ParticipACTION.
Read the full article…Those little horizontal lines cause more headaches than any other character. So we thought it might be easier to understand the “hyphen vs. dash” deal if it was broken down with examples of how to use them.
Its main purpose is to combine two words into one concept.
Read the full article…Copywriting is cool because it’s always different. In the past few weeks, we’ve:
– named a satellite
– convinced a province of voters to stand up for a union being squeezed
– developed a manual for a weather tracker
– created a brand for a new vertical farming company
– wrote bios for 39 exceptional Indigenous Canadians
Great writing starts with a great idea. It’s true of novels and plays and movie scripts. It’s true of newspaper articles, opinion pieces and theses. And it’s definitely true of copywriting. But copywriting stands apart from the others in that it demands the idea be compelling AND effective because it will ultimately be judged on how it drives consumer behaviour. That, more than anything, is why brainstorming before writing is a good idea.
What is brainstorming?
Read the full article…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…