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Copywriting Information |
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Want a Sticky Site That Sells? Forget Content!
An interesting debate is currently raging among copywriters, web designers and content developers about the differences, if any, between writing copy for the web versus writing content. According to prolific copywriter Nick Usborne of ClickZ.com fame, a recent survey conducted among the readers of his email newsletter "Excess Voice," which is available at NickUsborne.com, offers some interesting results. They seem to be split almost three ways: one-third consists of copywriters, another content writers and the final third both. This is an important debate, I believe, since all online copy is content but not all content is copy. And that's a real problem. Most web designers, webmasters and content writers develop text for websites in a way to educate visitors. They also write it with the notion that "content is king," "content increases search engine rankings," "content makes a website sticky" and so on. That's all fine and good. But I believe content fails when it strives only at informing the reader, and thus lacks important elements that take her "by the hand" and compels her to do something -- anything, including the simple act of reading. In other words, while some websites may compel our attention, others fail to propel our actions, too. And their owners often end up screaming, "Why is my website not producing any sales," "why am I getting a lot of traffic but such a poor response" or "why are people leaving so quickly (or after they got what they came for)?" Well, if content is king, copy is the castle. The Internet is not a traditional medium -- at least not in the broadcast sense. It is intimate, dynamic and interactive. People are more involved when reading the content of a website than reading a conventional print publication, watching a show on TV or listening to a program on the radio. And with the Internet, people have a powerful weapon that they don't have with other types of media, and they usually never think twice about using it when the need confronts them: their mouse. So, the idea is this: forget about writing content, at least in the traditional sense. Think copy. Think words and expressions that compel the reader to do something, even if it's just to continue reading. According to web dictionary Atomica.com, "copy" is defined as "the words to be printed or spoken in an advertisement." ("Advertisement" is defined as "a notice or announcement designed to attract public patronage." It's calling for some kind of action. It's selling something, in other words.) But the word "content," on the other hand, is defined as "the subject matter of a written work, such as a book or magazine." And keep in mind that there's no mention of the Internet, here. Nevertheless, this is why I submit that, with its multitude of links, scripts and hypertexts, the Internet transforms the passive reader into an active, responsive participant. (Or make that "response-able.") And she must therefore be treated as such -- as a participant, not a reader. Look at it this way: a book is limited by its front and back covers. When the book is done, it's done. The web, however, is not. If your content does not strive at getting the reader to do something, whether it's to buy, subscribe, join, download, call, email, fill out a form, click or whatever, then you need to seriously rethink your content and the words you use. Here's my explanation of the difference between content and copy. Content informs. Copy invites. Even if content invites a reader to keep reading, it's still selling an idea. It's still calling for action. And it's still copy. If your web page is only meant to inform people like some kind of book, then it's content. (And like closing a book once it's read, the only action left is to exit the website or close the browser.) But if it contains links or more content, then it's copy. And you need to write content with that mindset. Ultimately, incorporate within your content a direct response formula that compels your readers to do something. Don't leave them hanging. Take them by the hand. Integrate a call for some kind of action, in other words. Ask your reader to "buy now," "join today," "get this," "download that, or ... ... Better yet, simply "click here." About the Author Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Times of India We all know Ranveer Singh as a star whose energy can't be ever matched up, no matter how hard anyone tries. The actor is currently riding on his career high ... 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 ... Copywriter, 32, who feared tumour had stolen her dream of ever having children is now pregnant Daily Mail A woman who feared the tumour that saw her have brain surgery while awake had robbed her of her chance of motherhood is now expecting a miracle baby. So You Want to Be a Copywriter at an Ad Agency. Now What? Adweek People have pulled some pretty outrageous stunts over the years to land copywriting jobs at prestigious ad agencies. These jobs can be highly competitive, but ... 3 things to expect from a career in copywriting The Drum Expect to be wrong. So very wrong. There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely ... Unsung Heroes - the in-house copywriter: Stephanie Polizzi Treyz, Imgur The Drum The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands, and clients. Creative Copywriter Malaysiakini Key Responsibilities: To propose and develop creative concept and effective messages for campaigns To develop copy-writing and *content* that is ... 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 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. 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Derrick Smith recalls Troy Caine's talent as a graphic artist Jamaica Observer The late political researcher and commentator, Troy Caine, is best known as a political c... 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. 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. Bay Area time traveler searches for family in 'Here and Now' Mountain View Voice Tales of time travel have been around at least since the heyday of H.G. Wells. The trick, however, is to find a *fresh* concept that hasn't been overworked. You can ... 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 ... 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 ... 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 ... 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 ... 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 ... Ceylon Leather Products' website bags two awards Sunday Observer Ceylon Leather Products Limited's website has won two accolades at the second annual SLT Zero One Awards.www.di.lk was adjudged the winner in the “Best ... 10 PPC Copywriting Best Practices for Extra Effective Text Ads Search Engine Journal Want to write more profitable PPC ads? Get more clicks on your paid search ads by applying these 10 copywriting best practices. 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... AI-powered copywriting for Facebook has arrived The Drum A revolutionary AI tool from Phrasee is shaking up the world of global advertising. 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? 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? Interview: How Men's Healthcare Startup hims Enables Convenient And Affordable Treatment PSFK hims is an online-only personal care brand that combines low costs with FDA-approved and doctor-backed products that empower consumers to take care of ... 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 ... 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 ... 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) 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 ... Could Phrasee's AI-powered copywriting be the future of marketing? Techworld.com Phrasee uses natural language generation to create email subject lines, Facebook ads and push notifications for eBay, Gumtree, Domino's and Superdry. 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 ... Management buyout at copywriting agency Insider Media The management at a Cornish copywriting agency founded in 2007 has completed a buyout. 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 ... Copywriters, enough with the bad ads – it’s time to put the thesaurus down South China Morning Post Consider this sad, yet far from uncommon, local scenario. A bright, promising child attends kindergarten and primary school, where she learns to read and write. 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 ... The 7 Facebook Ad Copywriting Strategies You Need to Test Business 2 Community There's a lot of different factors that go into creating a stellar Facebook Ad. You need the right targeting strategy, the perfect image or video, and a strong bid. 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, ... Providing Value and Growing Your Audience with Custom Content TechSpective Copywriting—or *content* creation—is one of the most popular freelance career choices these days for a variety of reasons. The goal of such writing is to. Half vicar, half assassin: the documentarian's camera turns on copywriting icon Tony Brignull The Drum Tony Brignull, D&AD's most-awarded copywriter of all time, is the subject of a new film made by students at the School of Communication Arts (SCA), London. The 10 types of copywriter – which one are you? The Drum Saying you're a copywriter is all very well. But it's a bit like saying you're an artisan. What kind? That's what we want to know. 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. Feel the burn. Dealing with creative criticism by Ilk's Head of Copywriting, Richard Hanney Prolific North Richard Hanney, Head of Strategy and Creative Copy at ilk, discusses how to get over the initial sting of creative criticism and turn it into a productive force. 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. GeekDad Daily Deal: The Copywriting Mastery Bundle GeekDad Given the right medium, your words can be valuable. Today's Daily Deal, the Copywriting Mastery Bundle, teaches you how to focus your words to make the ... Rhea + Kaiser adds three to growing roster ReelChicago "Slightly rebellions," fully-integrated Naperville shop Rhea + Kaiser expands growing roster by hiring to new staffers and welcoming the return of a third. Gary Cole, the Actor You Know From Everything, Is Now the Time-Traveling Spokesguy for Kabbage Adweek Gary Cole plays a time-tripping spokesman who visits from 10 minutes in the future to illustrate how quickly and efficiently Kabbage can provide funding to small ... Bitcoin PR Buzz Announces January PR Sale With $200+ Discounts PRNewswire BELIZE CITY, Belize, Jan. 18, 2019 /PRNewswire/ -- To celebrate the start of another year for crypto, Bitcoin PR Buzz are offering up to $200 off all PR packages, ... 5 Little-Known Copywriting Mistakes That Snuff Out Your E-Commerce Sales Forbes Now As an e-commerce copywriter, I can vouch for the fact that writing product descriptions or a homepage that opens up hearts and wallets is tough. How To Avoid This Common B2B Copywriting Mistake Forbes There are many ways to get copywriting wrong, but in this article, I want to single out one mistake that is especially easy to make, occurs repeatedly in B2B ... Kinsale Sharks Organisers Seek Young Copywriting Talent AdWorld The organisers of this year's Kinsale Shark Awards are running a competition for young and aspiring copywriters and the winner will be invited to attend this ... |
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