Marketing Writing Resources for Creative Copywriters

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The advent of new media poses some challenges for even the best PR professional.

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Press kits are like business cards. If you don't have one, you have no way to make an introduction and no way to provide valuable information to people with whom you want to do business. A press kit is a collection of a few vital pieces of information that makes it easier for the media to tell your story accurately and with full details. By putting the power of your press kit to work, your company can enjoy more accurate media coverage, more exposure for story ideas, and more complete information through press coverage.

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What is advertising's most important word? The simple, innocuous word "like": a nondescript word that carries with it all the conceptualization power you need to create a business identity, to form a brand personality, and to position your product or service in the mind of your audience.

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There's no silver bullet for search engine optimization. You need to do the right things over and over, over extended periods of time. Key among these are generating relevant content, gaining inbound links, and designing and coding for search friendliness. Perform these 10 exercises to start your program of search engine fitness.

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In this MarketingProfs Classic, originally published in April of 2003, Suzan St. Maur highlights 10 online writing concepts that also kick offline. "After all the agonies we suffered some years ago when some tried to make offline text work online, we've finally turned the tables," she writes. "Now we can borrow back a number of online writing concepts and use them to sharpen up our paper-based marketing communications."

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Out of 18 choices, why does one piece of content get 49% of the vote while another gets 0%?

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Advertising is dead. Consumers have been over-advertised to and over-sold. So what's a marketer to do?

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...television without sound, romance without kisses, the rumba without rhythm, a joke without a punch line. If your Web site disappointments, you need something that provides the eureka factor.

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In this MP Classic, originally published in 2002, Nick Usborne debunks the notion that the secret to good copy is using certain words or phrases. Saying as much suggests "that if I had access to the *exact* set of brushes and paints used by Picasso, I could become a great painter," Nick writes. However, there are some simple steps you can take that, when taken in the right sequence, really can improve your copy.

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These 18 concepts will give you an edge on your competition—or an edge, period. So if the same old left-brain thinking that everybody else is using just doesn't get you where you want to be, try these creative concepts on for size.

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It's well known that a page-one search placement on Google, Yahoo, or MSN is imperative for driving organic traffic to your Web site. But if you're already in the enviable top spot position, is there something more you can do to gain even more traffic? There is, and aggressive web players are implementing the strategy effectively. Here's how.

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Marketers often lament, "If only I had more time...." Improving your productivity by using something like GTD (Getting Things Done) will take you part of the way there. But you also need to become ruthless at delegating. The more effectively you delegate, the faster you will excel in your career.

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What's the most common mistake companies make in crafting collateral? What are the keys to creating content that reflects a company's credibility? And how does a company stop talking about itself... and focus on its customers? Here, the author of "Writing Copy for Dummies" shares his insider secrets and expertise.

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Google is now (and has been for some time) collecting data on individual users, and they are assuming that users will trust them with this data to "Do No Evil," as their famous slogan goes. Only time will tell whether the trust is well-placed.

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Site visitors rarely want to view just one page on your site, except in the case of landing pages or single-page sites. If people actually want to get something done on your site, they will generally work through two or three different pages before taking an action. So here is the question of the day: How well do your pages work together? Or to put it another way: How strong is the transition between your pages?

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Jerry Bader doesn't drink. But if he did, he'd start with Reyka Vodka—not because it's better or worse than any other vodka, but because the company has an extraordinary marketing campaign and an equally clever integrated Web site with an enchanting (if somewhat bizarre) Icelandic spokeswoman. The video commercials for the campaign drew 20,000 views in the first three weeks after being posted on YouTube, and they hold some interesting lessons for marketers.

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"You can't sit around and wait for inspiration," said Jack London. "You have to go after it with a club." Pick up your club (your pencil, your laptop, your sketchbook) and let's go. Whatever your particular challenge, these 10 strategies can help you innovate—on a deadline.

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Blogging is a phenomenon that can no longer be ignored by today's competitive companies. So how does your company best harness the power of blogs? Here are common-use cases for any organization.

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Without working too hard, company management can cultivate a cadre of enemies within the press. To do the task well, however, you should follow a set of 13 simple guidelines that will ensure that you alienate many, or most, of the Fourth Estate.

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If you've ever heard George Carlin's famous "Seven Dirty Words" you can't say on TV, you can safely avoid using all seven in your subject lines. They will definitely get you blocked. Here are 100 more you should avoid using as well.