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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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'Everyone hates advertising and so we need new ways to cut through' - Digitas's Keith Byrne Mumbrella Asia Relying solely on smart art direction and clever copywriting is no longer enough, says Digitas's Keith Byrne as he makes a case for campaigns driven by data, ... A Comprehensive Creative Director Job Description G2 Creative directors lead a team of skilled individuals to deliver a campaign to a client that has one cohesive message. Read on to learn more about what it takes ... Yorkshire Copywriter Joins First Business Growth Convention Business Up North Huddersfieldbased copywriter Rob Beadle will train local businesses at Barnsley's first Business Growth Convention in September. The event will give business ... Account Coordinator / Executive Pedestrian TV Wasamedia is an award winning social media and PR agency, and we are on the hunt for an Account Coordinator or Account Executive (depending on ... Social Media/Digital Marketing Copywriter job, Cape Town, Gardens, CBD Bizcommunity.com We are looking for an experienced social media and digital marketing copywriter to be responsible for developing and implementing websites (copy), Paid ... Copywriter (contract) - Creative Team - RetailMeNot, Inc. Built In Austin RetailMeNot, Inc. is hiring for a Copywriter (contract) - Creative Team in Austin. Find more details about the job and how to apply at Built In Austin. Store: Develop A New Hobby With These Online Courses Under $20 HuffPost Buy real stuff from the HuffPost store: All purchases support our journalism. Master the Art of Copywriting for Less Than $11 Entrepreneur Need more subscribers? Some clicks? Maybe even a few sales? You'll find your solution in the form of copywriting. Copywriting is defined as the act of writing ... Lead Copywriter - Vrbo Built In Austin Vrbo is hiring for a Lead Copywriter in Austin. Find more details about the job and how to apply at Built In Austin. A Crash Course in Microcopy: How to Craft the Perfect Words for Social Media Captions Business 2 Community Copywriting is one of the most essential skills for a marketer to have. Good copy is everywhere! Websites, advertisements, blog posts, and especially on social ... How to perfect your digital copywriting The Next Web Does anyone actually know what it means to be a copywriter in the digital age? Each and every day, a wave of ecommerce shoppers, avid article readers, and ... Don't Skimp on Professional Writing Inside INdiana Business As the client reviewed our estimate for their new website, they had no problem with the numbers for the design, the hosting, or the programming. But they didn't ... Industry Ageism: "I'm A 47-Year-Old Copywriter & I'm Sick Of The Pretence & Political Bullsh*t" B&T A US copywriter happened upon B&T's Changing The Ratio articles and conference. A victim of ageism himself, he fired off this email to us. 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Here is a list of free copywriting. 5 Ways to Write Better Product Descriptions Business.com If you run an online store, you know how important it is to write copy that's enticing and grabs the customers' attention. Because shoppers don't get to view your ... Applications accepted for Office of Communication copywriter/editor Episcopal News Service The Episcopal Church is accepting applications for the position of Office of Communication copywriter/editor, a member of the Presiding Bishop's staff. SS college student wins award Montgomery County Sentinel SILVER SPRING – Hope Thomas of Silver Spring recently earned a prestigious advertising award, which helped her obtain her dream job as a copywriter at an ... Learn how to make a career out of copywriting for less than $40 Mashable According to the great Nora Ephron, "Everything is copy." In other words, you are your own vessel for creativity — and anything can be transformed into a story. 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Sullivan, 86, a longtime resident of Forest Park, died on July 27, 2019 in Borrego Springs, California. Are advertisement agencies inept at attracting good copywriters The Financial Express It's not that the world is suddenly and cruelly bereft of writers, but let's be honest: there aren't too many of them coming to advertising. Quick productivity tips to help you get back to work after a summer holiday Creative Boom The school holidays are coming to an end. You've just enjoyed a little time off. You're refreshed and relaxed but no matter how hard you try, you just can't get ... Content Marketing Manager - AccuLynx Built In Chicago AccuLynx is hiring for a *Content* Marketing Manager in Chicago. Find more details about the job and how to apply at Built In Chicago. Half of FIs & Telcos Fly Blind Into Cloud Migration: Report Credit Union Times The findings show critical missteps which mean cloud migrations are falling short of expectations. Copywriting is waiting – it can rarely be done both very thoughtfully and very quickly The Drum Go and read a job advert, any job advert, for a copywriter role. (Don't read too many at once though, that stuff is bad for you.) 3 Things to Double-Check Before You Hit Send on That Email CT Post These details may seem like common sense, but they're often easily overlooked when sending out marketing emails. Liviu Tanase. Published 5:00 pm EDT, ... 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 ... 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 I Save: The 27-year-old with £500 saved after buying a home Metro.co.uk Heather, a copywriter living in Essex and working in London, shares how she saved £8000 for a deposit on her first home and how she budgets her money now. 4 Tips For Writing Better Email Marketing Copy Business.com You can't just email your audience and ask them to buy your products or services. You have to write your messages in a way that grabs their attention. TopLine Media Group Partners With MashMetrics To Help Clients Turn Data Into Dollars - PRUnderground TopLine Media Group Partners With MashMetrics To Help Clients Turn Data Into Dollars PRUnderground Atlanta-based digital agency TopLine Media Group is now offering advanced data analytics services for its clients by partnering with data analytics firm ... 5 Offline Strategies Gig Workers Can Use To Secure More Clients Forbes If you're like most gig workers, you're so focused on web-based marketing, and rightly so – a website, blog, strong social media presence, relationships with ... Examples of Social Media Business Ideas Entrepreneur Are you an expert when it comes to multiple social media channels? These could be the business ideas for you. Before you get going, you'll first need to see ... Tools Of The Copywriting Trade: 15 Ways To Increase Sales With Words Forbes Regardless of product or industry, a company's brand is expressed through the copy the public sees. Copy takes on many forms -- ranging from personal to ... Mid-Senior Digital Copywriter job, Cape Town Bizcommunity.com Previously disadvantaged candidates will be given preference. Creative Freelancers job, Cape Town, CBD Bizcommunity.com Ninety9cents is a full-*service*, integrated advertising agency with offices in Cape Town; Johannesburg and Zambia, and is one of South Africa's largest ... Product descriptions guide our online shopping. Who writes them? Vox.com How do you make your luxury handbag stand out from all the luxury handbags on Amazon? We asked a copywriter. INTERN - FASHION/ E COMMERCE /SOCIAL MEDIA/ MARKETING Pedestrian TV We are looking for someone who lives and breathes fashion and also has a passion for e commerce, *content* creation, great copywriting and marketing. Your job ... 7 Rookie Mistakes When Hiring a Social Media Agency Inc. Thinking of hiring a social media agency? Looking past these 7 red flags could be a mistake that costs you, big time. 34 Heritage Debuts Rebranding and a Renewed Emphasis on Fabrics Sourcing Journal 34 Heritage president Arkun Durmaz shares how the menswear brand's *fresh* look caters to an elevated denim consumer. Copywriting vs. Content Writing Business 2 Community You have a friend who is a copywriter, but in marketing meetings, you hear that the team is in charge of the *content* writing, so you think to yourself, what's the ... 10 Copywriting Mistakes That Will Hurt Your Marketing Efforts Forbes *Content* that contains typos or bores the reader won't further your marketing efforts. JPMorgan Chase's AI copywriter writes better publications Tech Chums JPMorgan Chase signed a 5-year agreement with a computer startup that utilizes artificial intelligence to write advertising copies after a good test with the ... Creative Copywriter - Production job, Johannesburg, Greenside Bizcommunity.com Are you looking for a new challenge in your writing career? An exciting new opportunity has opened up in our agency, for a creative writing resource, working on ... Ex-copywriter FAY WELDON, who created some of our best-loved ad slogans, despairs at new PC rules Daily Mail The two light-hearted advertisements have been banned over fears gender stereotypes in advertising could cause 'real-world harms'. Only a small minority ... 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 ... An English-Language Copywriter Living in Israel Newsmax We live in affluent times. It's too easy to check our ambitions at that door leading into a white-collar office job in southern Tel Aviv. But the price of admission is ... AI copywriting: An overview Econsultancy Is copywriting an inherently human skill, or can it be replicated by machines? A look at the state of automated copywriting, its results, and its potential. Learn How to Write Copy That Sells Entrepreneur The old adage “the pen is mightier than the sword” is especially true when it comes to copywriting. Using the right words with the right tone when you're selling ... How To Write Good Copy For Your Website Without Hiring A Copywriter Forbes Hiring a copywriter may not be at the top of your priority list, when starting a business and launching a website. So if you'd like help getting started with your ... Senior Medical Copywriter : Another job from PMLiVE. PMLiVE Senior Medical Copywriter job from PMLiVE. Click here to apply for your new Senior Medical Copywriter job. Want Better-Performing Content? Follow These Copywriting Tips Forbes It's been said ad nauseam that "*content* is king." *Content* also happens to be the key to better customer engagement. If you want your company to connect with its ... 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 ... How Wowcher used AI copywriting to reduce Facebook ad CPL by 31% Econsultancy In 2015, Econsultancy profiled a startup called Phrasee, the brainchild of regular Econsultancy blog contributor Parry Malm, that uses advanced machine ... Graphic Designer and Marketing Coordinator Pedestrian TV We're seeking a passionate, enthusiastic and creative Graphic Designer and Marketing Coordinator to join our team in our bright and friendly Northcote studio. Kunal Shah asked Twitter for product manager interview questions Quartz India If you're a techie looking for work with an Indian startup, here's some help. Yesterday (Aug. 20), serial entrepreneur Kunal Shah took to Twitter to ask his peers, ... Facebook Ads Have Changed Once Again - Here's What You Need to Know MarTech Series Today, Facebook supports over seven million active advertisers and is now reportedly relying on more ad spending dollars from small business accounts rather ... How To Optimize Copywriting For Voice Search Forbes Question-based *content* can help you cater to an audience that is looking for solutions to a specific problem. Learn How to Become a Digital Copywriter with This 8-Course Bundle Interesting Engineering Get the skills you need to work as either a freelance or salaried copywriter with the Complete Digital Copywriting Master Class Bundle for just $39 - over 95% off ... 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