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A website is a strange beast — it is your reception area, your office, your shop, your brochure, your catalogue... And all without being able to walk into it, sit down in it, touch it. But just as you wouldn't want your customers to get lost on the way to a sales meeting in your offices, or to leave your shop in frustration because they can't find the goods they're looking for, so it is crucial that the visitors to your website can find their way around your website and get to where they want to go as easily as they can follow a sign, open a door, reach onto a shelf. The science of designing sites that work for visitors is known as usability.
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"Taglines" are the slogans that copywriters and marketers devise to make a brand more memorable. New contributor Sarah Williams, founder of the copywriting company Wordsmith, sheds some light on what makes a winning tagline.
Short quiz — which products match these taglines? "Don't leave home without it," "It's the Real Thing," "Think Different." (Answers at the end of the article.)
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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:
Bizlinx International, a business networking organization (though, for reasons that you'll learn below, business networking is really not the term I should use here) was looking to re-brand and re-position itself after four or five years of successful trading in Australia and New Zealand. (They also have a small presence in the UK.) Wordsmith was appointed to write all the new material for web and print, as well as re-write and re-brand all the existing material. We were also tasked to project manage the whole undertaking, liaising with branding specialists, designers and web developers to deliver a finished product to the client.
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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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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:
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Want to see real-life copywriting in action? After we interviewed Sarah Williams, the head of Wordsmith in England, a couple of months ago, we wanted to learn more about her innovative "method acting" approach to copywriting, as she calls it. (Check out our interview with Sarah here.) So we asked her if she wouldn't mind sending us an actual case study... we could study! Sarah graciously agreed. Here it is:
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Click here to read more articles from Candlepower.
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