Copywriting

Guarantee Marketing: How to Write the Ultimate Offer

dominos-pizza-sign

If there’s one negative thing that people tend to associate with Domino’s, it’s that their pizza isn’t very good. That’s usually kind of a dealbreaker when you’re in the business of selling pizza, but the company turned it around by marketing one irresistible service guarantee with low risk and high reward: “30 minutes or less, […]

Posted in: Copywriting, Marketing, Marketing Ideas | No Comments »

Benefits vs. Features: The Crucial Key to Selling Your Product

Adobe Photoshop PDF

One of the biggest traps a marketing writer can fall into is confusing features vs. benefits. Often when selling a product or service, copywriters merely present a list of features–and that’s simply not enough to make a sale. Both features and benefits are equally important for effective advertising copy, but at the end of the […]

Posted in: Copywriting | 4 Comments »

Establishing Credibility in Business Writing and Advertising

Establishing Credibility in Business Writing and Advertising

The philosopher Aristotle once wrote of three modes of persuasion–three different ways of appealing to your audience. The first two should be fairly familiar: logic (logos) and emotion (pathos). Many forms of business writing use one or both of these modes, but the third is somewhat underrated (and, arguably, of the greatest importance). An appeal […]

Posted in: Copywriting, Marketing | No Comments »

Creating a Structure for Persuasive Copywriting

Creating a Structure for Persuasive Copywriting

Imagine reading a novel with the chapters out of order. The story might start with an exciting climax, followed by suspenseful rising action leading to character introductions at the very end. You might be able to piece together the story with some effort, but how likely would you be to keep reading if you had […]

Posted in: Copywriting | 1 Comment »

How to Use Sentence Variety to Spice Up Your Writing

variety-of-assorted-apples

When we talk to one another, we use a variety of different types of sentences in order to communicate our ideas and engage the person we’re talking to. We ask questions, make interruptions, give one word answers and even go on forever without reaching a conclusion. Adding variety to our speech comes naturally–but writing copy […]

Posted in: Copywriting | 2 Comments »

15 Tips for Writing in a Conversational Tone

15 Tips for Writing in a Conversational Tone

Who are you more likely to listen to: a scholarly lecturer giving a ponderous speech, or a close friend animatedly telling a story? Naturally, you’d prefer the person who talks more conversationally; that same principle applies to marketing and business writing. People pay extra attention to a message written in a conversational tone. In fact, […]

Posted in: Copywriting | No Comments »

Avoiding Redundancy and Fluff in Business Writing

Avoiding Redundancy and Fluff in Business Writing

Ernest Hemingway wasn’t a fan of fluff writing. Legend has it that when the author was challenged to write a story using only six words, Hemingway responded with “For Sale: Baby Shoes, Never Worn.” Hemingway’s six word story proves you don’t need wordiness, redundancy or filler to write descriptive copy that invokes an emotional response. […]

Posted in: Copywriting | No Comments »

Writing Concise Copy: How to Say a Lot with a Little

Writing Concise Copy: How to Say a Lot with a Little

Being a good writer isn’t just about conveying as much information as possible–it’s about making every word count. A truly articulate writer can use concise business writing to pack a wealth of meaning into only a few words. It doesn’t matter if you’re renowned for your verbose, eloquent style-at some point you’re going to be […]

Posted in: Copywriting | No Comments »

Using Numbers in Writing: Tips for Your Print Marketing

Using Numerals in Writing: Tips for Your Print Marketing

Writing is primarily thought of as a process involving letters and words, so when print marketers are tasked to write numbers and quantities, they might spell out the number (like “twelve” or “five percent”) instead of using a numeral (“12,” “5%”). The thought process is easy to understand–numerals are commonly associated with math and science, […]

Posted in: Copywriting | No Comments »

16 Copywriting Tips for Scannable Marketing Materials

16 Copywriting Tips for Scannable Marketing Materials

How do you stop your audience from scanning and start making them focus on every word you’ve painstakingly crafted into your copywriting? The answer is: you don’t. Instead, you embrace your audience’s tendency to gloss over the finer details and make your printed marketing as easy to scan as possible. According to a study conducted […]

Posted in: Copywriting | 1 Comment »