"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.)  Continue reading...

As an SEO copywriter and marketing consultant, I look at a lot of Websites. When I'm asked to assess a company's site, the first question that often crosses my mind when I review it is, "Hmmm... what exactly do you do?"  Continue reading...

With this column, we introduce the Visual Thesaurus' newest columnists, Simon Glickman and Julia Rubiner of Editorial Emergency! Read our recent interview with Simon here.

We brand ourselves. It's what human beings do. Whether we wish to conform to some social or cultural norm (the traditional blue button-down worn by generations of IBM programmers) or stand out as rugged individualists (the prescription bottle in the earlobe hole of a kid I saw on a Los Angeles sidewalk), we are forever distinguishing ourselves.

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Who are you going to call? To answer the cry for copywriting help, husband and wife team Simon Glickman and Julia Rubiner set up an agency called, semi-tongue-in-cheek, Editorial Emergency! What kind of emergencies? "Everything from creating content from scratch to putting the polish on it," says Simon. We had a fascinating conversation with him about copywriting and branding-and pitfalls to avoid.  Continue reading...

A few weeks ago I received a call from a marketing manager of an event planning company. She was obviously frustrated. Her email promotion of a leadership seminar had failed miserably. Time was running out before the event date. She needed answers fast. So she asked if I would review the piece and get back to her with recommendations.  Continue reading...

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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