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Copywriting Information |
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Help, Help, Help, Sell
Here's a fundamental difference between copywriting offline and copywriting for the web... - Give or take, my job as a copywriter offline was to sell, sell, sell, sell. - Online, I think, my job is best described as help, help, help, sell. How come? Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation. The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I figure out how you have organized everything? We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways. And that's where the 'help' comes in. Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information. Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward. Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want. Once you have done that, once you have been truly helpful...you will have achieved a number of things. First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates. Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily. And then, and only then....Sell. Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference. Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
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How to Use Your Copywriting Skills to Write That Novel You’ve Been Putting Off Adweek In the Mad Men era, every copywriter had a novel in the drawer. Don DeLillo, Joseph Heller, Dorothy Sayers all famously started out writing for ad agencies. How AI is Transforming Copywriting CMSWire Creating high-quality *content*, at scale, is a challenge that almost every organization faces. Larger budgets can help, but as the need for *content* grows, and as ... What is a copywriter today – brand builder, click maximiser, data interpreter or just a tweet machine? Mumbrella Asia Writing copy that is optimised for a ragbag of different media and a variety of different purposes can become antithetical to the idea of a single, simple brand ... How to drive conversions with on-brand SEO copywriting Search Engine Land One aspect of *content* writing that is rarely mentioned is writing on-brand *content* that is both SEO-friendly and appeals to your target audience. Form that perfect ... 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People in Business for Sunday, Feb. 17 Grand Island Independent Copur contributes to textbooks. Dr. M. Sitki Copur, a medical oncologist/hematologist at the Morrison Cancer Center in Hastings, is listed as a contributing author ... 8 Age Old Copywriting Examples [Avoid at Your Own Risk] Business 2 Community Knowing how to write copy your own sales pitches isn't as easy as it seems. Depending on the type of audience you are addressing and the overall reputation ... How I wrote a 100000-word novel in four weeks and what it did for my copywriting The Drum We were on holiday when it happened. What happened? I discovered I was a novelist. Here's how it went down. “You know,” my wife said, “the difference ... 6 Online Copywriting Strategies for Content Marketing Success Small Business Trends Copywriting can be overwhelming. It's extremely time consuming, and it requires consistency and a solid strategy. Without those three key elements, your ... Start Using These Psychological Triggers In Your Copywriting Business 2 Community Psychology is a science founded in human motivation and behavior, and is essentially all about what makes people tick. As a marketer, if you can understand ... Online staffing platform Fiverr acquires content marketing platform ClearVoice Staffing Industry Analysts Online staffing provider Fiverr acquired venture-backed ClearVoice, a subscription-based *content* marketing platform. BMW Creates a Folk Hero for the Modern Age: the Unstoppable, Mysterious Ol’ McLanden Adweek For the launch of the X7, its first standard seven-seat vehicle, BMW catches viewers with a whale of a tale—a poem about a new folk legend: Ol' McLanden. 12 Common Copywriting Mistakes You Could Be Making Forbes Now Writing high-quality copy that is both valuable for your brand and has what it takes to convert more leads is not as easy as it sounds. Whether you write your ... The future of digital marketing: AI vs. human copywriters | Articles | Chief Technology Officer Innovation Enterprise With the priority shifting to AI-powered technologies which can provide the super-effective production of *content*, is the future of digital marketing AI? 11 Copywriting Secrets to Attract New Customers Business 2 Community These copywriting secrets can help you grow your business. It can be challenging to craft your own message, but when you get it right, your marketing can work ... 5 Copywriting Tips For Facebook Ads Business 2 Community A key component of any Facebook ad is the copy. Your image or video may capture your audiences' attention but it's usually your copy that convinces them to ... How You Can Use Quora as a Marketing Tool: It's Not Just for Personal Questions Anymore Entrepreneur Questions are the seed of human knowledge: If it weren't for the classic questions “What if I do this?” or “How can I do that?” we wouldn't be where we are now. 7 Steps to Becoming a Professional Copywriter Entrepreneur I spend very little time writing copy myself these days because I'm too busy running an agency. I had to learn all that marketing and branding stuff because it was ... 10 PPC Copywriting Best Practices for Extra Effective Text Ads Search Engine Journal Running PPC ads can be extremely profitable – or it can be a waste of time. What makes the difference? Much of it has to do with your ad text. Writing great copy ... 5 Simple Copywriting Tips for Local SEO Business 2 Community The surveys and studies will continue to roll in, each proving the same core finding in different sorts of ways, but these findings always point to the fact that ... Alibaba introduces AI copywriter - The Jakarta Post Jakarta Post The copywriter is said to have passed the Turing Test and has the capability of writing 20000 lines of copy in one second. 5 Ways Professional Copywriting Elevates Your Website and Your Bottom Line Entrepreneur Imagine you're trying to choose a company you can trust to provide a *service* in your home. You do a web search and check a few sites, but the information each ... Phrasee: AI-powered Copywriting for Facebook Has Arrived Business Wire Phrasee has launched the first product of its kind for Facebook & Instagram campaigns. The new product allows customers to test AI-generated language. AI-powered copywriting for Facebook has arrived The Drum A revolutionary AI tool from Phrasee is shaking up the world of global advertising. How a Copywriter Can Be a Candidate's Best Friend Campaigns & Elections Candidates want to deliver a message that voters will remember. To do that, they need that message to be four things: Brief, memorable, positive and consistent. Dating Around: Meet the 6 Singles at the Center of Netflix's New Reality Show E! Online The streaming giant's series follows six singles on five first dates. Duncan Channon Launches First Broadcast Campaign for Rakuten During Grammy Awards AgencySpy In case you missed it, Duncan Channon launched the debut broadcast campaign for Rakuten during last night's 2019 Grammy Awards. The campaign, entitled ... 5 Copywriting Articles That Will Change How You Write HuffPost If you work in marketing or communications, you know the importance of making sure your copy stands out and is persuasive. There's a lot of information on the ... 7 characteristics of brilliant copywriting - PR Daily PR Daily How can you evaluate the quality of your writing? Good copy increases conversion rates, leaves a positive and memorable impression on readers and places ... Copywriting Paid Internship Screen Africa The Backstory is offering a paid six-month internship to a young graphic designer or layout artist with an interest in the film industry. Our company wo... Want to work from home as a copywriter? These online courses can help. Mashable Have you ever wondered if your writing hobby could actually become a career? Learn what it takes to be a copywriter, land clients, and build your portfolio. Will Alexa be the saviour of the copywriting industry? The Drum I recently attended a conference where JustEat (the foodie app folks) became the latest brand to unveil their new Voice App companion for Alexa, Amazon's ... The 5 Rules of Killer Copywriting That Will Hook Prospects at 'Hello' Entrepreneur Copywriting is the one marketing tool that will never change. So, why don't people still not know how to do it right? The Gerety Awards Aims to Increase Diversity by Casting an All-Female Jury Adweek Joe Brooks, former global sales director for the Epica Awards, and Lucía Ongay, former global press manager for the Epica Awards, have decided to break off ... Ask the SMXpert: Keyword research and copywriting Search Engine Land The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The following Q&A ... The Secrets To Hiring And Developing The Best Copywriters For Your Website Forbes Now Do you want to produce marketing *content* that grabs readers and turns them into paying customers? Learn how to hire, train, and manage writers who will make ... Freelance Copywriter job with Altice USA | 382629 mediabistro.com Altice USA is one of the largest broadband communications and video services providers in the United States. We are a subsidiary of Altice NV, a convergent ... Designer Andrew Newman makes his mark in art and commerce Wicked Local Graphic designer Andrew Newman's colorful design footprint – or rather, handprint – is visible across Cape Cod in the many evocative, contemporary logos, ... What the History of Copywriting Teaches Us About Content Marketing Today The Content Standard by Skyword Despite the competition between advertising and *content* copywriting, some of the most famous "Mad Men" might have advice for *content* creators. Copywriters: Lion's Roar wants to hear from you Lion's Roar Are we your next client? At Lion's Roar, we're passionate about sharing the best of Buddhist wisdom with the world. We produce two magazines, a series of ... Did this brand just say 'biryani perfume'? afaqs EarlySalary has come up with a fictitious 'Month-End Collection' to tide you over till payday. Code eats copy for breakfast: Human copywriters are doomed Digiday Mark Duffy has written the Copyranter blog for 11 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than ... 9 Website Copywriting Tips That Will Increase Your Search Ranking Business 2 Community Years ago, you could just stuff your post with keywords, buy links, and land on Google's first page for a search term. Today, that would see your web pages ... This 38-year-old quit his finance job — here's how he's making 6 figures freelancing on Fiverr CNBC Like many young professionals, David Feldman had dreams of climbing the corporate ladder and landing a corner office. But once on he was on his way, ... Writing persuasive copy The Guardian Duration: 1 dayLocation: The Guardian, Kings Cross, or your officeLevel: Beginner to intermediate. Everyone's a copywriter. Right? mUmBRELLA* There's a joke in the creative industry that “everyone is a designer”, making light of how infuriating it is to have someone (without a visual background) Phrasee Lands $4M Series A Funding to Take AI-Powered Copywriting to America Business Wire LONDON--(BUSINESS WIRE)--Phrasee, the London-headquartered marketing technology company that uses artificial intelligence (AI) to generate optimised ... Don't Have a Degree in Advertising? Here's How Anyone Can Write Copy That Sells. Entrepreneur How do certain brands consistently churn out killer copy? Copy so good it not only sells products, but entertains, empathizes and makes customers excited to ... Copywriters, enough with the bad ads – it’s time to put the thesaurus down South China Morning Post From the humble copywriter to brand managers, advertisers have mastered the art of the meaningless marketing cliché. |
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