Tag: copywriting

Think Like A Designer

Often, when working with clients on creating presentations, I find that they want to include too much information—all in an effort to make it great. This is what I call the "kitchen-sink approach," and it's driven by the fear of leaving out something essential. However, a truly great presentation has only a few key ideas that are illustrated with compelling images and minimal text.
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Buyer-Focused Writing Guidelines

One of our clients has its consultants working on copy for a website we are in the midst of redesigning. The redesign will promote a new service focus for the firm and sharpen both its image and value proposition. As with many business-to-business and professional services websites, the existing copy explains the firm’s capabilities. The head of business development asked me to provide writing  [...Continue Reading]
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How Could You Not Read This Article (03-29-10)?

Nothing—I mean nothing—beats a good headline to ensure an article or blog post gets read. A case in point: “Sumo wrestling bank robbers … and Tesco” A good description helps, too: “I guess these desperate times cause desperate actions, as the last few weeks must have created the funniest spate of bank robberies ever seen. First, there was the Russian Sumo wrestler who wrestled  [...Continue Reading]
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Enewsletter Best Practices

Email newsletters remain highly relevant even in the social media age, according to a survey conducted by BredinBusiness Information. Some 79% of survey respondents reported that email newsletters were still relevant while 97% rated email newsletters as an important or very important source of business management advice. In terms of content, the survey shows that email newsletter readers prefer industry news and “how-to” articles.  [...Continue Reading]
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Case Study Backgrounder

Case studies are influential marketing tools that help a company spotlight and promote its products or services, and can greatly increase credibility with potential customers. A well-written case study illustrates how a specific problem was identified and resolved. The key is to adequately research your case study topic and make sure to ask, and then answer, the right questions. Here is an outline and  [...Continue Reading]
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