Knowing your targeted business prospect makes writing content and copy much easier. While that’s well known, many copywriters and their clients don’t dig deep enough into their prospects’ overall image. Visualizing the reader makes the finished product even more effective. A worksheet that I use helps build a 3-D business prospect image. Starting with a blank slate, I fill in the blanks until the reader appears as a living, breathing person. This process takes time, but it’s worth it. Building a 3-D model I’m a big fan of science fiction TV … [Read more...]
An Important Part of Your Marketing Strategy
Promoting the Total Cost of Ownership Buying a product or service involves several steps. In fact, it's more of a process than an action. Similarities exist between consumer marketing and business-to-business marketing. However, there are some important differences when marketing B2B. An effective marketing strategy includes explaining the total cost of ownership. What is a Total Cost of Ownership Marketing Strategy? The TCO is easy to define, but hard to figure at times. Simply put, the total cost of ownership includes the net cost incurred … [Read more...]
Online/Offline Copy Differences
Sell More by Getting It "Write" the First Time ~ Many companies, like yours, have built a profitable business – offline. However, they sometimes fall short when trying to duplicate or enhance their efforts online. It’s the same customer-oriented business. They offer the same quality products or services. The information provided online is the same provided in the brick-and-mortar world. So, why aren’t they as successful online? Why aren't their online marketing strategies working? … [Read more...]
Is Your Home Page a GPS or Laundry List?
When you're planning a trip, you will probably use some sort of map to chart your course. You might break out the old paper map or atlas, a rather old school approach. In this digital age, online maps show a clear route from point A to point B, photos included. Of course, built-in or stand-alone Global Positioning Systems make traveling even easier by talking to you, telling you when and where to turn on the fly. The point is that when you need to go somewhere, you must find out how to get there. The easier it is to map a course, the more … [Read more...]
What Your Writer Needs to Know
Communicate With Your Copy Writer Effective communication is a key part of every aspect of any business venture. It's very important if you are working with a writer in creating your content and copy. It becomes vitally important if you are working with a freelance writer. Freelancers are professionals who often write for a variety of client types, products and services. They may not be immediately familiar with you, your business or your needs. Good writers will ask you a series of questions before quoting and writing an assignment so … [Read more...]
Content or Copy?
Do you need content or copy for your website? At first glance, they appear to be the same thing. They both are made up of words, sentences and paragraphs.They usually have an introduction, body and conclusion. Both inform or educate the reader and lead them to some kind of conclusion or action. Content and copy are both used to sell. What they sell is the difference between them. … [Read more...]
- « Previous Page