for people who write
November 19th, 2007 — Marketing, Words of wisdom
What are you offering your customers? Is it value? Stop. Think again.
Whether you are creating a marketing campaign for a major company or just trying to sell some information products off your blog, it’s too tempting to reach for the easy offer - ‘value.’ Continue reading →
November 15th, 2007 — Copywriting, Marketing
If you’re paying a copywriter to do a job, you may not care about keeping them happy. On the other hand, if they are happy, they’ll do a better job and work more efficiently, which will help keep the price down.
So how can you help your copywriter to produce excellent work and keep them happy into the bargain?
November 12th, 2007 — Copywriting, Marketing, SEO
Writing copy that concentrates on keywords too much can become very bad marketing. Why? because it tends to focus on the features of the product or service too much, and not the benefits to the user. That’s bad marketing.
The customer may be searching for “lawn mowers”‘ but what he wants is short grass
It’s something you have to be aware of whenever creating copy for your website. You have to achieve a balance between writing for people or writing for search engine robots. Continue reading →
October 31st, 2007 — Marketing
If you’re marketing a business, service or product, then it helps to have a positioning statement. This is a summary of how you wish to be perceived. It serves as the basis for defining who you are.
You can create one by answering the following seven questions:
Once you’ve answered these, hone them down into a single sentence if you can, one that summarises who you are and the service you offer.
It may not be something to set the world on fire as far as an advertising slogan goes, but it helps to keep your marketing efforts on track, by defining what is special about the business service or product in question.
