Candlepower
Ad and marketing creatives
Does Your Business Audience Have a Split Personality?
March 26, 2008
By Steve Slaunwhite
contributorSteve Slaunwhite![]() CandlepowerAd and marketing creativesDoes Your Business Audience Have a Split Personality? March 26, 2008 By Steve Slaunwhite![]() Article Topics:CandlepowerAd and marketing creativesWhat Writing Style for Your Marketing Piece? January 28, 2008 By Steve Slaunwhite
Read a thriller novel and the style is fast-paced and loaded with action. Cozy up with a romance and you're spellbound by a budding relationship that struggles to grow and blossom. Review an academic paper and you expect to find an intelligent argument based on solid research and analytical thinking. Every writing genre has its own style, and marketing writing is no different.
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Article Topics:CandlepowerAd and marketing creativesUse "Belief Builders" to Improve Marketing Copy December 24, 2007 By Steve Slaunwhite
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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Article Topics:CandlepowerAd and marketing creativesMarketing Writers: Bring the Benefits to Life November 5, 2007 By Steve Slaunwhite
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.
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Article Topics:CandlepowerAd and marketing creativesResearch Your Target Audience September 8, 2007 By Steve Slaunwhite
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.
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Article Topics:CandlepowerAd and marketing creativesDip Into History to Write Winning Leads August 20, 2007 By Steve Slaunwhite
One of the toughest jobs in marketing and PR communications is getting your target audience to read what you have written. After all, if your press release, brochure, web page, sales letter or newsletter article isn't read, it fails totally.
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Article Topics:CandlepowerAd and marketing creativesHow Long Should Your Marketing Copy Be? June 11, 2007 By Steve SlaunwhiteYou have an e-mail, direct mail letter, web page, or other promotional piece to write. How much copy is required to do the job? One paragraph? Five? Twenty? Most marketing writers struggle with this question. And for good reason. There's a lot of misinformation out there. One so-called expert claims that all marketing and PR copy should be long and involved. Another insists that short and concise works best these days. Continue reading...Article Topics: |