1 2 3 Displaying 8-14 of 20 Articles

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.  Continue reading...
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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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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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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.  Continue reading...
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Almost 400 years after the death of William Shakespeare, theaters still regularly perform his plays, children study his work in school and we are still moved by the complexity of his stories and the beauty of his language. But what's less well known is that Shakespeare also provided superb advice for copywriters and corporate communicators. Here are five of his best tips:  Continue reading...
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1 2 3 Displaying 8-14 of 20 Articles