copywriting Archives - Steve Maurer Freelance Writing

Steve Maurer October 1, 2016 2 Comments

I Didn’t Hear Them Knock …

But, I had a feeling someone was at the door. Must have been someone there because the cat was peeking through the mail slot, howling like a banshee. By the time I got there, though, they were gone. I think I saw someone strolling around the corner. Sometimes they leave a door hanger. But often, the only thing I see is their footprints in the lawn. So, I have no idea who they were or what they wanted. I'm not too worried about it. They probably didn't have anything I needed anyway. But, if my house was a B2B website, I'd be … [Read more...]

Steve Maurer August 23, 2016 6 Comments

I Read Your Web Copy … I Have NO Idea What You Do!

Compare these two web copy samples. Example #1 When constructing advertorial messaging for business-to-business clientele, both for the printed medium and the widely accessible digital forum of the internet, I have found it expedient and obligatory (to wit, more operative) to craft verbal rhetoric that elicits an emotive response, buttressed by the explanatory rationale, which, by its inclusion, allows the corporate purchaser to justify the procurement of said items to the powers that be. Furthermore, the verbiage employed should coincide … [Read more...]

Steve Maurer December 15, 2015 2 Comments

Core Benefits: Why I REALLY Buy LEDs

It's not the energy savings. Not even a consideration. Think about it. I buy a $22 LED flood lamp and save almost two dollars per year in energy costs. Let's see. Hmm. That means I'll break even in about 10 years. But, if I buy two of them, I'll save FOUR DOLLARS! Oh, wait … that's going to cost me $44 for those lamps. It's the same result. Don't get me wrong. I'm all for saving energy. But selling me on the dwindling energy costs alone isn't going to cut it. Just doesn't compute. So, the energy savings isn't really a benefit. … [Read more...]

Steve Maurer July 31, 2015 Leave a Comment

Writing Content for Robots and Real People

Robots. He told me he wanted me to write … for robots! The puzzled look on my face gave me away. He smiled and sat down, leaning back in his chair as he tossed his black hat onto the rack. "You need to write so that the search bots can find the website and index it." “Say, what?” “Google sends out these robot spiders. When they find our content, they'll crawl it. And the site will creep quickly to the first search page." Now, that sounded downright disturbing. But, trying to save myself, I responded, "Oh, … [Read more...]

Steve Maurer July 20, 2015 Leave a Comment

Wind Chimes – Recycling Your Content

I like recycling. It really bothers me if I can't find a way to reuse something. Of course, it's not always possible and some stuff does end up in the trash (preferably, the recycle bin). But if you think hard, sometimes things can be repurposed, saving you some serious cash. Or even making some of it. Here's a perfect example. Many moons ago, I used to work for a sign shop. We made everything from small placards to huge, lighted signs. I worked as a fabricator and helped wire our customers' signs. We used EMT, which is thin wall … [Read more...]

Steve Maurer June 30, 2015 1 Comment

Cupcakes, Candlesticks and Content Marketing

In the late 1830's, two men were involved in different businesses. William was a candle maker from England and became well established in Cincinnati, Ohio. James, on the other hand, relocated from Ireland and apprenticed himself to a soap maker in that same town. Strangers in a new land, they might never have met. But … Fate struck a blow that brought these two men together to form a single company. They married sisters Olivia and Elizabeth Norris, daughters of Alexander Norris. The father-in-law convinced the young men to become … [Read more...]

I Didn’t Hear Them Knock …

I Read Your Web Copy … I Have NO Idea What You Do!

Core Benefits: Why I REALLY Buy LEDs

Writing Content for Robots and Real People

Wind Chimes – Recycling Your Content

Cupcakes, Candlesticks and Content Marketing

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