1 2 3 Displaying 8-14 of 17 Articles

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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Visual Thesaurus subscriber Sarah Williams runs a busy copywriting company called Wordsmith, based near Oxford, England. When we spoke to her recently, she quipped that "copywriting is a bit like method acting." Hmm, that got us curious. So we asked Sarah to tell us more about her approach to developing her clients' communications. Here's our conversation:

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When my client, a Boston cosmetic dentist, asked me to produce podcasts promoting her dental practice, I said sure. I'm always game to learn new things. Although I was vaguely aware of podcasts, I really had no idea how they were put together or why a company would use them.  Continue reading...
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You 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.

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1 2 3 Displaying 8-14 of 17 Articles