Marketing

When is a 'business opportunity' really just a pyramid scheme in disguise?

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Many internet information products about how to set up in business are in reality little better than a pyramid scheme. My advice? Don’t throw good time after bad money. Move on.

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How to write a press release: don't

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The secret to writing a great press release is simple: don’t set out to write a press release. Create an article, direct for the end readership you are targeting. Once you’ve got a killer idea, you now need to make life as easy as possible for the journalists and editors, by giving all the information they want and need, with none of fluff and blatant self-promotion that they loathe.

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7 surefire ways to write an opening paragraph

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How to write opening paragraphs: 7 surefire techniques used by direct response copywriters

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Beware the curse of 'zombie' copy: does your writing lack the spark of life?

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Does your writing lack the one vital ingredient? Whether you’re writing blogs, advertising copy, a novel or a sales letter, there’s one essential element you must have: without it, your words will fall flat, and no amount of editing will be able to reanimate the lifeless corpse.

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How to write a film or TV documentary treatment or proposal

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How to write a film or TV documentary treatment or proposal

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7 golden rules of marketing – how to be sure your copy works

How to test your copy – does it pass these 7 golden rules?

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Good value isn't enough

If your primary selling position is good value, you have no position.

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Keep your copywriter happy

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 [...]

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Is your SEO copy bad marketing?

Writing for search engines often means you write about features of the product or service, and not the benefits. That’s bad marketing.

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How to write your positioning statement

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: Who are you? What business are you in? [...]

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