From the category archives:

Copywriting

The benefit of the benefit: paint pictures, win customers, be happy

in General Marketing Ideas, What to write about

Smart marketers have long known about the power of benefits over features.
In simple terms, features are aspects of your product or service that can be used to describe it. Benefits are how those features positively affect the customer.
Your new turbo setting on the latest version of your widget is a feature.
The fact that the turbo [...]

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The dangers of self-love: why your company news is bad content

in Content Marketing, General Marketing Ideas, What to write about

Here’s the thing. When you start thinking about using content as the focus of your marketing the natural question is: “what, exactly are we going to write about or talk about?”
When you think about advertising or direct mail or leaflets or PPC ads, the answer has almost always been (rightly or wrongly), ‘tell people how [...]

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“Like sitting around a sculpture with friends”

in Content Marketing, What to write about

Every now and again I come across a turn of phrase that just works. This one is quite possibly extremely well-known but regardless …
From Torley at Lifehack.org discussing the topics of recent best-selling marketing books:
“They cover overlapping areas from different angles, like sitting around a sculpture with friends.”
Everyone has a unique perspective, a personal [...]

Nine ideas for writing quick articles and blog posts

in Blogging, Content Marketing, What to write about

Lack of time is the number one reason people give when struggling to create consistent, quality content for their blogs or articles.
Certainly coming up with ideas, writing and editing all take a lot more time than chucking another ad in the paper does – but, it doesn’t have to take hours either.
Here are nine simple [...]

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