What do we want from thought leadership?
The term “thought leadership” was coined in 1994 by Strategy and Business magazine’s then editor-in-chief Joel Kurtzman. “Thought Leaders,” he said, “possess a distinctively original idea,...
How to identify your most important content.
While variations exist by company and industry, these four pieces of content appear regularly on lists of most important content: Home page/Landing pages This qualifies as most important...
Finding your Why You?
Find your why. We’ve all heard that phrase a lot over the last decade. It’s been the title of a best-selling book, and it’s been discussed at the highest levels of management strategy....
Good Copy Starts with a Good Copy Deck Template
A copy deck is a Word document with the copy for a piece. Copy will usually stay in deck form until it’s approved by all stakeholders, then copied and past-ed into the design. Interestingly, the term...
2 Reasons to Avoid Keyword Stuffing in your SEO Copywriting
Keyword stuffing is when you overuse a target keyword. It’s among the more costly errors you can make in content marketing and search engine optimization for two reasons: readers don’t like it and...
Eight qualities of strong personal branding
Peter Montoya’s personal branding is on point. From the first few words on his website, you know what he’s all about. So you go to a piece he wrote on LinkedIn, and it’s in line. Then you want more,...
What you should know about becoming a copywriter
On the last day of most copywriting courses, the program director will put all the students together in a room and tell them what to expect from becoming a copywriter at an ad agency. If they’re honest,...
What traits do you need to be a great copywriter?
We recently met the next crop of youngsters at the Humber College Portfolio Show, all hoping to be the next great copywriter. As we flipped through books to find the gems in the limestone, we got to thinking...
Active Voice and Passive Voice: Differences and Benefits of Each
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...
Brain Stuffing
Copywriting is cool because it’s always different. In the past few weeks, we’ve: It’s been exhilarating and tiring and challenging and inspiring and encouraging. It was special to be part of such...
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...