Marketing Writing Resources for Creative Copywriters

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The act of branding has 10 different meanings, which translate into 10 different ways to create instrumentality or usefulness beyond the tangible benefits of a product/service. Following those 10 approaches will make the difference between masterful creations of brands and amateur imitation.

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For those who don't have a product to push, but do want to get across a way of thinking or the thought leadership that differentiates them, an effective approach is to position that expertise via bylined articles. But first, you have to understand the five Ws.

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Can an effective keyword strategy improve Web site conversion rates? Absolutely. But only if your site includes the right terminology and phrases.

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Last April, Google.com was excoriated in the press for introducing an email service in which users knowingly consent to having incoming emails scanned by machine to permit the display of targeted ads. But at the same time, another court decision, which received far less attention than Gmail, lets email providers scan their users' emails for almost any purpose, without permission. While it remains to be seen whether the logic of that decision will be widely adopted, there is little doubt that it marks a significant point in the jurisprudence of communications privacy.

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We've all heard the jokes about embarrassing translations in the marcom arena. But if you were were responsible for a hefty international marketing or ad budget, such gaffes would wipe the smile right off your face. There are some important lessons to learn about writing branding and ad copy in multiple languages.

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This week: What's the best way to market "invisible" products like services? Join the conversation! Also this week, read your advice on the most effective enticements to convince customers to complete surveys.

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When you need to make your company, product or service stand out from the rest, where do you turn for inspiration and creativity? Also this week: What are the most effective ways to increase e-newsletter open rates?

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Here's the top 10 ways a Web site can fail.

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In this final part of this series, we'll be looking at where traffic arrives from and how that affects conversion, specific search engine queries, pay-per-click issues and more.

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Clichés are grammatical abuse of the worst kind, because they're worthless.

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For any organization, a blog should be part of a long-term customer evangelism strategy.

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Media relations is known for being both an art and a science. But sadly, many public relations professionals come across as if they're using a 99-cent watercolor set and grade school chemistry kit.

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Blogs aren't for everyone. Consider both the advantages and the caveats.

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This week: How do you find the tools you need to be successful in a new marketing position? Also this week, read your answers to: How do you stand out from the crowd in an overcrowded field?

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Here is a checklist of sorts that allows you to go through your Web site and evaluate its health and usability.

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This week: what kind of marketing and selling activities can a company launch to get into a well-established market? Also this week, read your winning ideas for a marketing site extreme makeover.

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Eliminate one or more of these common blunders, and your response will surely improve.