In school, we’re taught never to write in sentence fragments because they represent incomplete thoughts. But that’s not exactly true, as some fragments can relay just as much information as a full sentence but in a shorter amount of time. Sentence fragments are acceptable to use when your intentions are clear. That’s because good marketing […]

When it comes to business writing, the length of your ads can either help or hinder your ability to connect with your audience. Write copy that is too short, and your customer might not have enough information to make a purchasing decision. If your writing is too long, you run the risk of losing your […]

When communicating with other people through business writing, your message is made up of two factors: what you say and how you say it. Even the most basic of messages can be muddled if you deliver them with the wrong tone. Ask anyone in a long-term relationship; who hasn’t gotten into an argument because their […]

Using humor in your print advertising campaign is a trap that’s tempted many of us from time to time. After all, who doesn’t enjoy funny Super Bowl commercials or outrageous magazine ads? Some of the most famous ad campaigns of all time have been funny, such as the “Budweiser frogs,” “Geico gecko” or “Taco Bell […]

Emotional appeals are quite powerful in advertising because we often let our “gut” feelings trump our logical thoughts when it comes to making purchases. Consider the impulse candy rack at the supermarket–you didn’t come into the store looking to purchase a pack of gum and you probably didn’t think too much about it when you […]

Brainstorming is a crucial aspect of any creative process, whether you’re writing copy or creating a new product. Although the original definition of a brainstorm is a collaboration of ideas, the term has since become a colloquial that means any sort of creative planning, whether it’s done in a group or independently. The main goal […]

Verbs are massively important in business writing; a product would be nothing without its ability to “zoom,” “shine,” “enhance” or “satisfy.” But one of the most commonly used verbs in copywriting is also one of the most problematic–one that we rarely even realize that we’re using. That verb is “be,” and while we could hardly […]

A couple weeks ago, we explored how to use passive and active voice in business writing. If you’ve read that post, you hopefully have a good handle on the basic definition and difference between active voice and passive voice sentences. Now, let’s get a little more in-depth and take a look at some business copywriting […]

“Show, don’t tell” is considered one of the most valuable secrets of writing (for both creative fiction and marketing) because it relies on the imagination of the audience. Much like in the movie Inception, your goal is to plant an idea in the mind of your prospect without them being fully aware of it. A […]

You wouldn’t buy a product without seeing it first, but you also wouldn’t buy something you know nothing about. Even though a good company brochure is visually-oriented, it does more than just display attractive pictures. It uses words to influence its audience. That’s why the value of brochure copywriting shouldn’t be ignored. A brochure’s writing […]