Editors as Copywriters?
Tuesday, November 3rd, 2009
AdWeek just wrote an article about a disturbing new trend taking place in the online world, on sites like Deadspin and Thrillist. It seems that editors are now writing ad content for advertisers and weaving the ad into the page content. Imagine reading your favorite sports column and then suddenly seeing an article for Wendy’s hot and juicy burgers. Talk about interruption marketing!
Advertisers love it because they are no longer relegated to the oft-overlooked side bar. Online sites argue that their editors know their readers best, so who better to write the copy. Even if this is seems like a marriage of the long-divorced church and state, I argue that both advertisers and sites are missing the point. There is a reason why TiVo exists, why print ads are dwindling in number and why social media is gaining steam – consumers don’t want to be interrupted.
Tags: advertising, AdWeek, Copywriting, marketing
Posted in Marketing, Messaging | No Comments »
(Written) Content is Still King
Wednesday, October 28th, 2009
For those not paying attention, there has been a pretty monumental shift in marketing over the last few years. To put it simply, we’ve evolved from the more traditional world of interruption marketing to the world of permission marketing.
So what does all that mean for copywriters who have built their careers on catchy ad slogans? For the savvy copywriter who knows how to evolve, it can spell opportunity.
Consider these points:
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Tags: content development, copywriter, Copywriting, interruption marketing, Marketing Writing, permission marketing, web content
Posted in Messaging | No Comments »
Marketing Budgets for Early-Stage Companies — How Much Is Enough?
Friday, October 23rd, 2009
A company’s marketing budgets can vary greatly, depending on the economy, the industry it is in, whether or not it is selling to consumers or businesses, whether it’s launching a new product or continuing to market an established product, and so forth.
But what if it’s an early stage company that is just beginning to focus more attention on raising its visibility? What if it never really had an official marketing budget? If your company is in that situation, here are four budgeting approaches that can help:
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Tags: copywriter, Copywriting, Eric Schumacher, marketing, Marketing Budgets, neology, Neology Concepts, neologyconcepts
Posted in Marketing | 2 Comments »
Do You Need a Messaging Expert?
Wednesday, October 14th, 2009
Well, do you? Anyone can write. After all, we are taught to write in school. Some people excel at it, and some people don’t. But putting words on paper is something almost anyone can do. Right?
Not exactly.
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Tags: Branding, Copywriting, marketing, marketing messaging
Posted in Messaging | 3 Comments »
Meet Me @ the Corner of Marketing and Messaging
Monday, October 12th, 2009
When people ask me whether I am a copywriter or a marketer, I always answer the same way – I am both. Why? Because the two professions are intrinsically connected.
Here’s an example of what I mean: Executives at an early stage company want the company to have more visibility in the market. Their idea is to run ads, reach out to editors, do direct mail, re-design the web site, and other tactics – all of which can be effective tools for raising awareness and driving leads.
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Tags: Branding, Copywriting, marketing, Marketing Writing
Posted in Marketing, Messaging | No Comments »
Dictionary 2.0 – Neologisms Accepted
Thursday, July 9th, 2009
It seems that the world is going 2-dot-0. Marketing 2.0. Web 2.0. Enterprise 2.0. Business 2.0. So where’s the Dictionary 2.0?
The world is changing, and our language is striving to keep pace. The advent of new technology and evolving culture is taking us into places for which we have no descriptive vernacular. To wit, words like “google”, “blogosphere”, “tweet”, “phishing”, “crowdsourcing”, “vaporware”, and “skype” didn’t exist 10 years ago. Now it’s hard to get a sentence out without using one of these neologisms.
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Tags: Copywriting, dictionary 2.0, neologism, neology, Random Thoughts, words, wortespiel, writng
Posted in Random Thoughts | No Comments »
Writing Effective Web Site Copy
Saturday, June 20th, 2009
Web sites have become a necessity in today’s business world. These seven tips can help companies get the most out of the words they put on each page.
1. Know your Audience. Before one word is put on a site, it is critical to understand your audience and what motivates them to act. Without that key information, you run the risk of producing rambling, ineffectual copy and organizing it in such a way that does not motivate your customers to contact you.
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Tags: Branding, Copywriting, Marketing, Marketing Writing, web content, writing for the web
Posted in Messaging | 1 Comment »
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