Marketing Writing Resources for Creative Copywriters

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Like a house of cards, a marketing message takes a long, painstaking time to build up -- yet only moments to knock down.

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Imagine that your company is a magazine. To be a little clearer, you're still in whatever business that you're in, but there's an important magazine component to what you do.

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What's your own company's "hogwash" factor? How much damage are you doing to your company credibility by making unsupportable claims?

CONTENT TYPE: Article | TOPIC: Writing

Web tagline is a tiny but key piece of site usability. A good tag captures a visitor's attention and interest long enough for her to decide if she is in the right place. This makes it a first step in the sales process. An ineffective tag leaves your visitor guessing what you do.

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What's new and cool in the email space? Animation? Flash? Video and voiceovers? Some other hip and sexy technique to grab eyeballs? Put the glitz aside. Would you believe...there's nothing more effective than really knowing your audience? In email marketing, it's more effective than anything else -- even the next shiny thing.

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Surely marketing message disasters happen only to sad little mom-and-pops run by two guys and a German Shepherd selling plastic garden furniture to consumers living inside the Arctic Circle. Afraid not, folks. It can happen to anyone. Even you.

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It’s been 42 years since Theodore Levitt first introduced the term Marketing Myopia, and our marketing eyesight has not improved much. Even today, most companies don't market their product correctly. At the heart of the issue is focus: Marketing should focus not on product, but on the customer.

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Contrary to what you read in the newspapers, a lot of e-commerce and content Web sites are finding success in 2002. Each success teaches a different lesson. But all the lessons have some definite elements in common.

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Previously, the author talked about everything you always wanted to now about securing customer testimonials. But once you have them in hand, it’s what you do with them that really counts.

CONTENT TYPE: Article | TOPIC: Writing

our email marketing messages are competing with every other message appearing in a customer's inbox. Here’s a simple test to see if your message will get the mindshare it needs.

CONTENT TYPE: Article | TOPIC: Writing

Perhaps you have experienced it…that dreaded call from your boss (or worse yet, your boss’s boss) standing in the doorway holding the latest issue of The New York Times, EE Times or Industry Times with a scowl on his or her face. You are not in it. But your competitors are. And your butt is suddenly on the line.

CONTENT TYPE: Article | TOPIC: Writing

Here's the secret recipe for a case study that packs a punch but is digestible enough to appeal to an online reader.

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One of the most powerful tools in your marketing arsenal is a good old-fashioned customer testimonial or two. Here's how to convince your customers to toot your horn for you.

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You’ve been working on your brand new web site for months — the graphics look great, it’s user-friendly, easy to navigate, takes your prospects where you want them to go, and so on. Now you have to get qualified visitors to your site, and (more importantly) keep them coming back. Here's five proven techniques for accomplishing that.

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E-mail is abused by innocent victims, just as alcohol, drugs and food are. Here's a 12-step program for the electronically afflicted.

CONTENT TYPE: Article | TOPIC: Writing

Time was when you looked carefully at your handwritten draft, mindful that revisions to the typewritten version would waste a lot of time. So you thought a great deal about what you wrote. You had an incentive to consider every sentence, every phrase, every word. There is no doubt that the arrival of word processing made the writer’s life a lot easier. But something has been lost.

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There’s a little Web secret that can help you kick off relationship-building with a visitor’s first stop at your site. Tuck some personal stuff in the nooks and crannies on your site.

CONTENT TYPE: Article | TOPIC: Writing

Have you had current or potential customers tune out on you while you're speaking to them? You're giving them this outstanding description and its going bing, bong, kazoom over their heads. Want to know why this happens?

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Based on the links pointing to your site, the search engines either increase or decrease how relevant your site is for particular keyword searches. Obviously, you want to increase your site's relevancy, right?

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In our combined years of experience, we’ve discovered quite a bit about what works, and what doesn’t, in the email marketing arena. More than that, we’ve also divined the true secret of marketing via electronic mail.