Copywriting & PR

09 Nov 2009
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YOUR PAYCHECK VS. YOUR CONSCIENCE: SHOULD YOU TURN DOWN UNETHICAL PROJECTS?

You’ve probably seen those documentary-style anti-tobacco ads – the ones where a slick and smiling executive grills a series of job applicants about their qualifications. The questions start innocently enough – there’s usually a discussion about the applicant’s previous advertising work or basic office skills like typing or filing — and then the interview takes […]

01 Nov 2009

STAY IN FOCUS: REMEMBERING YOUR AUDIENCE AND MESSAGE

When you’re in the middle of a copywriting job, there’s an age-old marketing maxim that can be hard to remember – and it can sometimes be hard to convey to clients: You can’t be all things to all people. Good copy does two things: It speaks to a specific, targeted audience AND it has a […]

29 Jun 2009
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THE NEW PR: FIVE STEPS TO A PRESS RELEASE THAT REALLY SELLS

I recently attended a webinar featuring David Meerman Scott, author of the WebInkNow blog and World Wide Rave, the latest book on creating effective social media content that works. During the webinar, an interesting question popped up in the Q&A section: What’s the purpose of a press release – and how can it be used […]

10 Jun 2009
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HOW TWEAKING YOUR COPY IN A RECESSION CAN HELP YOU KEEP CUSTOMERS

If you’re not already a regular reader of Copyblogger, you should be: Their writers offer a varied approach to copywriting for almost any genre you can think of. I was looking through their archives when I stumbled on a really, really interesting post by Barry A. Densa about attracting and keeping customers in any economy. […]

18 Feb 2009
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TAGLINES 101

As a business owner or service provider, few things are as important as a good tagline. After all, your tagline will appear on absolutely everything, from business cards and mailers to print ads and billboards. Your tagline will help with your branding, build your company’s identity, and (hopefully, anyway) burn itself into the minds of […]

22 Jan 2009
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COPYWRITING 101: FEATURES VS. BENEFITS

A good copywriter can instantly identify the difference between a feature and a benefit. Unfortunately, it’s not uncommon for that difference to get a bit fuzzy in web copy. So, how do features differ from benefits. • Features physically describe what your product or service entails. It might mean a watertight seal, 24-hour service, or […]

19 Jan 2009
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BEYOND BLOGGING: MAKING YOUR COPY STAND OUT

So, we all know that a blog is essential to any well-rounded marketing strategy: A good blog helps you connect with your customers and lets them see you as more than just a faceless company or organization. It builds content and credibility for your web site, and it allows you to share industry news and […]

25 Jul 2008
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SUCCESSFUL PR TACTICS

PR campaigns can be the difference between successful and unsuccessful ventures – and they’re the lifeblood for getting your company’s stories into the public eye. We’ve previously posted a blog about how to write a press release, but where do you go from there? There are a couple of different strategies out there for cultivating […]

14 Jul 2008
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HOW TO MEASURE THE RESULTS OF YOUR SMM CAMPAIGN.

With all the push for businesses to invest in and create social media marketing campaigns, more and more companies are jumping on the bandwagon. And this is definitely a good thing. But there is a common misconception that a social media marketing campaign can yield highly scalable results in a short period of time. Yet […]

12 Jun 2008
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THE GREENWASHING EFFECT

Copyblogger’s “Four Ways to Target Online Buyers with the Right Words” has a great analysis/advice section for marketing to an eco-friendly, socially conscious audience (among other types of consumers). Green is the new black, and it seems a lot of businesses are trying to revamp their marketing efforts to promote a more “green” brand. But some […]