One of the lessons I continually repeat in my Copywriting classes is “When it comes to content, write about the benefits first - not features.” And for good reason!
It sounds pretty obvious, doesn’t it? Yet, why are so many businesses continuing to do it wrong?
It’s one of the fundamental rules all copywriters and content creators must do right if they truly want to engage their audiences, however it remains as a persistent pitfall, continually tripping up many organisations!
Here’s how to ensure that your content is connecting with customers by focusing on the real benefits of your products or services that you’re writing about, and not the features.
We all know how important it is to raise brand awareness. But is this enough, today?
For too long, Marketing has assumed that if customers are simply aware of a brand that it means they will eventually make a purchase. While this may be true to come degree, we need to move beyond this limited thinking, because just knowing of a product or service doesn’t mean they’ll convert.
With customers being more savvy, empowered, distracted and time-poor than ever before, we’re living in a world where the individual consumer holds a lot more power than ever before. They now have the world at their fingertips which means we need to be actually relevant to them if we want to make a sale.
Let’s discuss this in more detail.
People immediately associate copywriters with grammar nazis, but that isn’t always the case.
Sure, the use of correct spelling and grammar are both important when it comes to the written language, however, do those rules strictly apply when writing marketing copy?
Some say yes and others say no; but there actually is a more definite answer due to the core rule of copywriting: it’s all about your audience.
Let’s discuss this further.
One of the worst things an organisation of any size and purpose can do is to underestimate the compulsory nature of Marketing.
Have a good think about your own business- are you guilty of this?
Marketing is one of an organisation's most essential resources, especially in today's digital and very connected world where people are in constant contact with you.
What are you showing them? How are you making them feel? What impact does that have?
Here's why marketing is crucial from the start.
Most creative service providers, from copywriters to designers, at one point or another during their career, will be asked to create or perform something for free.
That, or at a rate so low that it may as well be free.
Freelance copywriters are commonly faced with this scenario.
The reasons can vary from 'free exposure' to 'free trials', but whatever the reason, it occurs. So how does a professional service provider deal with this?
Is there a problem or should you just accept it?
Digital marketing is very commonplace today.
It's everywhere around us, from websites to socials, video to podcasts, SEO and much (MUCH) more.
It has been for years. However, 'commonplace' doesn't mean that it's stagnant. Far from it! With the growing advancements in Artificial Intelligence, Bots, Automation, Virtual Realty, Augmented Reality, and so on, digital marketing is evolving rapidly.
So, what happens to copywriting inside this shifting landscape? Quite a lot, actually! It plays quite a significant role across all of it.
Let's explain this further.
Video and audio marketing have been around for a while, but it’s only recently starting to peak in popularity, especially given your audience’s insatiable desire for informative, engaging and entertaining content across all different media.
This means that you need to take the omnichannel marketing approach and produce an effective mix of written, video and audio content to reach your customers whenever and wherever they are.
But it’s not about pumping lots of mediocre material out and hoping for the best.
Your business needs to take a strategic approach to produce quality content that customers actually want and will read, watch and listen to – and copywriting is the key.
Here’s what you need to know to unlock the power of video and audio.
Conferences and events are big business today.
They span across every industry and are an effective marketing tool to communicate directly with customers in a very interactive way.
But in order to have a successful event, you need an audience to both attend and love the experience.
This means you need excellent event content which piques their interest, inspires them to buy a ticket, and leaves a lasting impression.
Let's discuss how to create great content for your events and get those people in your doors.
Voice search is the next (and some say final) frontier for marketing – so what is your business doing to prepare to meet your customers there?
Everyone has a mobile phone constantly in their hands today, and that means they’re also are carrying around personal digital assistants like Apple's Siri, Microsoft's Cortana, Amazon's Alexa and Google’s Assistant.
So, the internet isn’t just at people’s fingertips alone anymore – it’s on the tip of their tongues too!
While only around a one-third of people are using voice search now, it’s easy to overlook… but not for much longer.
Let’s discuss voice search, what it means for your business and how voice search copywriting can help you take advantage of this trend.
That’s the experience like working with a copywriter?
It’s a common question that business professionals ask when they decide they need help with their content writing, but just don’t have the time or the expertise to do it themselves.
“I want to appoint a copywriter, but I have no idea what do expect.”
Most people know of copywriters and may even know that they need one, but are curious about what it’s like working with a copywriter.
So, let’s explain the process of working with a copywriter and what’s in store.
Does Marketing really know thy customer?
One of the greatest challenges for Marketers is the study of the complicated Human Being.
Whilst we spend so much time, effort and resources into investigating customer behaviour through scientific studies, trials and extensive market research, we continue to find that the human consumer is not as simple as most text books and 'gurus' lead us to believe.
So, how can you get to know your customer better to improve your marketing efforts?
It's been a popular marketing technique for a few years now and it definitely has a lot of impact on your customers because of the real value it offers them.
However, while the demand for content continues to rise, many businesses are not focusing their efforts on it, which has many of them asking: is content marketing worth it?
Well, let's get some answers to this popular question.
Personal growth: it’s something we should all be striving for; leaving our yesterday behind and enjoying a new-you everyday, fearless of the future.
But are we challenging ourselves enough each day?
Or are we just watching time go by slowly, then suddenly wondering in disbelief where it all went to?
Let's delve into getting this right, as we only have a limited time.
Your business's content needs seem to be forever growing and yet your time seems to always be shrinking.
The problem is, you just can't compromise on producing content as your customer is out there looking for information every day. You have to be present if you want to get their attention and raise brand awareness.
So, you decide to hire a copywriter. But how? Where do you start?
Here is a 7-step guide on how to hire a copywriter to help you get it right and find the best copywriter for your needs.
Have you seen all of your customers out there, hunting for content?
They're out there and their demand is growing every year, which means your business needs to produce content to meet their needs and become a relevant part of the world.
So, your business decides to hire a professional copywriter to help you as you don't have the time or expertise to do it yourself.
However, you'll quickly realise that not all copywriters are the same.
Here's what you need to be looking out for and why!
Last year was a big year, wasn't it? How did your business go?
Well, now that 2019 is here:
Quality content means better search visibility, stronger customer service and improved brand awareness. It's 2019! No more excuses.
Here's why you need to make your New Year's Resolution all about engaging your audience and strengthening your connection with customers using content effectively.
Right. I get it.
We're all too busy today. And yes, no one actually sticks to their yearly resolutions after February (which is a shame).
We all have that long list of goals, but many don't even seem to get a look at... year after year.
But what if I shared my ONE, single goal that I believe to be best of the lot? Could you commit to ONE for the next 365 days like I plan to? Especially if it will help increase your work capacity this year?
Let's give it a go.
Content will continue to be massive in 2019! But it's evolving fast.
While many businesses have now begun to understand the power of content marketing, they still may be falling behind on some of the newer trends - this will hold them back.
How is your content strategy looking like in 2019?
Here are the things you need to know to get it right this year.
There are four types of marketing content when classed by the impact they have on your audience.
It's essential to have a blend of all four to ensure that you're engaging your customers in a balanced way and inspiring them to take action. So, here are the four types to check if your brand is creating everything your audience wants from you.
With the year drawing to a close, are you happy with your last 365 days?
Years go by so fast and you don't want to lose track of everything. Here are some questions to ask yourself now.
Want to know the secret to writing the best copywriting and creating the most effective content? Think like your audience does!
Sounds simple, right? But it's just not that easy. Here's what you need to know.
Where did the year go?!
As things wind down, have you considered these 10 essential questions to ask of your business so that you can build upon a strong foundation in the new year?
It’s worth taking a few minutes to consider how you would answer.
Let's face it: Christmas is an awesome time of the year, but it comes around REALLY fast.
You've probably noticed that your customers are all in the spirit of the season already. But has their favourite brand (i.e.: YOU) done the same?
Whether you're writing simple cards or launching a full Christmas-themed campaign, you need the right festive copy to match. Here are some pointers!
The quest to understand the humble human customer has been at the core of Marketing since the beginning of time - and still continues today.
In fact, in the digital age of technology, AI and Automation, it's even more important to understand more about consumer psychology than ever before.
Here's what you need to know about customer behaviour, and how to achieve marketing success through this appreciation.