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Here's the latest case study of real-life copywriting in action graciously sent to us by Sarah Williams, the head of Wordsmith in England. Thanks, Sarah! (Check out our interview with her here.)

The project:
Oxford University is renowned throughout the world for the quality of its education and the beauty of its buildings. Less well known, however, is that each of the colleges of the university is its own independent organization, with an obligation, where possible, to raise revenue for the college. This is often done by hiring out the college facilities for conferences, seminars and other functions when the students don't need them -- evenings, vacations, weekends.

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I wish all advertising, publicity and marketing communications were truthful and not deceptive in any way. But, alas, that just isn't the case. In fact, the bestselling author Seth Godin even titled one of his books "All Marketers Are Liars." It was an in-joke because the book was actually about using storytelling techniques in marketing, and not about lying. But the fact that he joked about it on the cover of a major book shows there is a problem.

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Here's the latest look at real-life copywriting in action, thanks to Sarah Williams, the head of Wordsmith in England. After we interviewed her a couple of months ago about her innovative "method acting" approach to copywriting, as she calls it (check out our interview with Sarah here), we thought to ask Sarah if she wouldn't mind sending us actual case studies... we could study! Here is this month's:  Continue reading...
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In Part One of this series, I talked about three common ways to create product and company names: from people's names, from connecting two words, and by creating a blend or portmanteau. As naming exercises go, those three techniques are among the most basic. In this installment we move into Intermediate Naming: techniques that require a bit more mastery of the workings of language but can reward you with distinctive, memorable names.  Continue reading...
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Every marketing writer knows the importance of focusing on the benefits. Your product or service may have a whole smorgasbord of amazing features -- but, unless you explain how those features benefit the prospect, your marketing piece is doomed.  Continue reading...
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Blog Du Jour

"Unnecessary"

Do you "catch" grammatical mistakes that drive you nut's? You're not alone. These blogs chronicle usage foibles encountered, well, everywhere. Move over, Eats, Shoots & Leaves.

The "Blog" of "Unnecessary" Quotation Marks

Say What?!

lowercase L

Banterist

why a tittle?

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When writing a marketing or publicity piece, such as a landing page or press release, you have to know the ins and outs of the product you're writing about. That's a given. However, it is equally important -- if not more so -- to thoroughly understand the target audience as well. That's not always easy.  Continue reading...
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3 4 5 6 7 Displaying 29-35 of 67 Articles