How to Use Customer Testimonials in Advertising


Word of mouth can be a powerful marketing tool; after all, how many brands do you use in your daily life at the recommendation of a friend or family member? Customer testimonials make it possible for you to harness that power in your printed media. Using the words of others helps to familiarize your audience […]

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14 Tips for Writing the Best Call to Action (With Examples)


You could write the most effective, emotional, efficient copy for your printed marketing media, and it wouldn’t amount to anything if a call to action wasn’t clearly defined. In written advertising, a call to action (by definition) is an imperative sentence that instructs the reader to perform a task. They’re absolutely crucial because once you’ve […]

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Guarantee Marketing: How to Write the Ultimate Offer


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, […]

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

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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 […]

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Basic Alignment Principles in Graphic Design (with Examples)

Basic Alignment Principles in Graphic Design (with Examples)

A design with poor alignment is a little like a poorly organized desk. If you’ve ever had a workspace covered in clutter, you know how frustrating it can be; documents that should go together are nowhere near each other, nothing’s where you expect it to be and the whole thing is just plain unattractive to […]

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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 […]

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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 […]

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How to Use Sentence Variety to Spice Up Your Writing


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 […]

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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, […]

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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. […]

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