When asked by a client to repurpose a press release to an article recently, I tackled the task head-on and produced not one, but two brand-spanking-new pieces of landing page content. With a bit of creativity and stakeholder input, you can take content production out of the “too hard” basket.Continue reading
In the agency world, copywriting is a form of creative expression. Yet some haunting memories of your English teacher shoving grammar rules down your throat may bring your creativity to a grinding halt. How important is it to pay respect to some long-standing grammar rules that dare I say, no longer have a place in this modern world? In this article, I banish five grammar myths to help ease you into copywriting bliss.Continue reading
With the globalized world becoming more aware of the sensitivities of diverse cultures and lifestyles, this guide provides tips, red flags, and resources to ensure your words don’t offend others. Specifically, this guide touches on gender, race and sexual orientation.Continue reading
Customers and potential customers judge you and your company by the content you produce – and if you’re marketing to an international audience with poorly-written English-language material, you can expect to be judged harshly. In an era of ever-increasing concern about fraud and personal data safety, badly written content could be scaring away even more potential customers – and making you look like a twit.Continue reading
If you’re looking to hire a B2B content copywriter – or you’d like to become one, this post is the perfect place to start.
Those who’ve read our book, The Death of Propaganda, will know that we’re staunch advocates of honesty in advertising. Specifically, we advocate a more direct delivery of the facts, albeit in a helpful way, when it comes to talking about a company’s own products or those of its competitors. But how far can that honesty thing go? Continue reading
Whether the objective is clever headlines that hook the audience, or long copy that engages and informs the reader and gets them to take action, successful B2B marketers have always realized the importance of carefully crafted words and messages in their marketing plan. But compared to its more prestigious cousin “design”, writing has been an unsung hero. Continue reading