Marketing Writing Resources for Creative Copywriters

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ost collateral and sales messaging produced by marketing today goes unused in the actual sales cycle.

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How do you write sizzle successfully when you’re selling something intangible to people who aren’t customers—but are almost as important?

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When content is so cryptic as to be frustrating, it’s anti-content. It undermines the goals of both the author and the reader.

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Why is the average user’s performance on the Web still riddled with frustration and, well, unresolved and repeated errors?

CONTENT TYPE: Article | TOPIC: Writing

When an organization is trying to build a professional image, should it attempt to save money on professional printing by opting for lesser-quality color copies? Also this week: How do you develop a coherent Web marketing strategy?

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Voicemail messages typically have all the charm and immediacy of an airport announcement. The same problem frequently inflicts email autoresponders.

CONTENT TYPE: Article | TOPIC: Writing

The fulcrum of this headline is the word “these.” You absolutely must read further to find out what the mistakes are.

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Let’s dispel a big myth—that the Internet is changing so fast, it is impossible to plan for. That is absolute rubbish.

CONTENT TYPE: Article | TOPIC: Writing

Does your marketing campaign tend to go suddenly quiet? One psychological factor could throw your entire marketing campaign out of whack.

CONTENT TYPE: Article | TOPIC: Writing

ime to face facts: our marketing strategies are stale and our customers are exhausted and (worse) bored. We need something in the mix that is enticing, a new approach without all the preservatives and additives.

CONTENT TYPE: Article | TOPIC: Writing

Weigh in with advice and recommendations on how a marketing team can work through internal struggles and politics. Also this week: How do you prepare for an acquisition?

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The words you use make a big difference on the Internet. Carefully chosen, they can keep a customer happy. Sloppily chosen, they can infuriate.

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In addition to spotlighting particular areas of expertise, though, testimonials can also provide an excellent venue for expressing brand emotions.

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The Catholic Church may well have stopped saying mass in Latin. Unfortunately, many Web sites might as well be written in that ancient language, for all the sense they make.

CONTENT TYPE: Article | TOPIC: Writing

n effective headline is the most important aspect of any successful print ad.

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Sure, the “shoehorn” approach be less costly and usually involves fewer alterations to an existing site than a comprehensive SEO strategy. But it has a primary drawback.

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One of the biggest challenges an organization faces is to stop thinking it’s the center of the universe.

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Very often what gives you the emotional, hit-it-right-on-the-nose tools you need for successful writing are small nuances.

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Writing by committee ends with too many words and too little focus, and it is a colossal waste of time. That is, unless....

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It makes sense that a company’s marketing messages, content and other output work to meet the needs of its sales reps and the requirements of the selling process, right? Unfortunately, this doesn’t always happen.