Every business has (or should have) a unique brand identity which makes it identifiable and appealing to its audience.
If not, you will look, feel and act exactly like your competitors. So, how to do you ensure your brand is distinct? Strong branding is developed through solid marketing strategy to ensure a brand’s personality is relevant in the eyes of your target customer. Here's what your business needs to build a brand. 
Copywriting – it’s just writing words, isn’t it?
Copywriting is one of the many Marketing tools that every business needs to create effective branded content, build powerful messages, engage clients and earn results. But everyone can write, right? So, what’s the big deal? This is where these 7 myths come from. The reality is that, just like most professions, everyone can give things a go. But professional copywriting requires a specific skill set, experience and training; if you want quality copy, you need a quality copywriter. Here are the common copywriting misconceptions that I want to dispel for both clients and copywriters. 
Is the customer always right? That really is the question!
Your customers are a wealth of knowledge and can offer a lot of insight into how best to reach them. But in today's digitally surging and rapidly changing environment, does your customer even know what they want? 
Your customers can now easily access information in just a few clicks.
The mobility of the Internet, the accessibility of content and the rampant use of social media are exposing people to so many different things that can influence their purchasing behaviour. To capture your target audience’s attention, you need to cut through the clutter of overload and provide relevant value that will separate your business from everybody else. Inbound content marketing is an effective strategy that can help you make a powerful impression by delivering them content at the right time and in ways they want. When done correctly, optimising inbound marketing can present great opportunities to engage your audience and earn their trust. Here is everything you need to know about inbound marketing and its importance in your business quest towards success. 
Yep – we ALL get it.
2020 sucks… so far. It’s been a real challenge for everyone, businesses and people alike. But, like with any obstacle: we can dwell and whinge, or we get smart and rise above it. It all comes down to taking proactive action. I personally want to rise, and I want everyone to rise with me and Melotti Media. So, I’m going to share my 10 suggestions on how to reclaim 2020 in the post-COVID era (that I’m using myself). 
What should people do after they’ve read, watched or listened to your content?
Are you providing them direction? A “Call to Action”, or CTA, is the powerful (and essential) part of your content which guides your audience to proceed to the next step – whether that’s signing up, booking an appointment, contacting you or whatever else your goal is. The success of your marketing conversion rates lie in your Call To Action’s effectiveness, so you must place the appropriate Call to Action to show your audience the way forward. To help you craft the perfect Call to Action in your marketing, we prepared the essential CTA stuff you need to know about it. 
As marketers, we do research, we conduct tests, we utilise AI and machine learning, previous experience and intuition - all with the aim to execute marketing campaigns that produce results.
However, despite all of this, sometimes things don’t go as planned. Why? Because our audiences are unpredictable humans – regardless of whether we’re targeting B2B, B2C or both. So, assuming you did everything right in preparation, and your marketing campaign still fell short, what do you do now? 
Businesses need customers.
B2B, B2C or both – customers provide the interest, attention, support and, most importantly, dollars you need to survive. This is why it’s important to know exactly who you’re targeting because trying for “everyone” is not the best strategy. Focusing your marketing efforts on the audiences who provide the greatest value is a smarter move, especially if you’re not a big corporation with an unlimited marketing budget. But can you define them? Do you know who they really are? It’s very common today for businesses to not actually know their customer types well enough and make a lot of assumptions that lead to costly mistakes. To help, here is a guide on how to define your ideal customers. 
Have you ever wondered why fluctuations in sales occur? Or have you thought about the reasons why reviews and feedback online play a major part in people’s decisions?
The psychology behind buyer behaviour greatly influences the way your audiences act and react. This is one of the fundamentals of Marketing that allows businesses like yours to understand how customers think and act. To help you understand buyer behaviour more thoroughly, here is a complete guide. 
Your website is the most important digital asset your business owns.
It plays a crucial role in your marketing, brand awareness and customer education. This means your website should always be a very high priority, often. Whatever you have on your website will have a huge impact on your business. Here’s why you should frequently refresh your website copy. 
At the core of Marketing lies a strategy around a key marketing message.
Why? Because crafting an effective marketing message gives your brand tangibility by communicating with your target audience in a way they understand, can relate to, and find value in. The success of your overall marketing lies in your ability to deliver this key message across all channels. To help, here’s a guide on how to develop an effective marketing message strategy for your brand. 
Has your brand disappeared a little?
Has your audience forgotten about you or are you not getting their attention like you used to? Don’t worry – it happens to every business at one point or another. However, the real challenge is how to reconnect with your audience and rebuild that relationship again. Here are 6 tips on how to get back on your customer’s radar. 
Marketing.
It covers a huge range of practises today - both digital and traditional. But Marketing has also gone through a lot of changes over the last few decades, from aggressive advertising to collaborative solution making. What about today? Well, people expect a different relationship with brands than they once did. That means we need to ensure we add a human element into marketing. Here's how. 
Every marketing campaign and branding strategy revolves around communicating with an audience – this means your marketing must have a definite message.
But do you really know what your marketing message is? Powerful marketing messages are more than just your brand history, features or a tag line. Businesses need to develop a sharp marketing message that demonstrates relevant value to customers and delivers it in a way that engages and inspires an audience to act. Here’s your guide on how to create an effective marketing message. 
While the COVID-19 pandemic is still around, Australia’s finally starting to see light at the end of the tunnel.
Our local curve is flattening, cases are at a low and our State Governments are considering relaxing restrictions further. This means businesses and our customers may start returning to a sense of normalcy again over the next few weeks. This means it’s time to prepare now and shift the paradigm of your Marketing accordingly. So - what Marketing should you be doing at the tail end of COVID? 
Content Marketing is an important practise today.
Research from the Content Marketing Institute reported that 92% of Marketers stated their organisations viewed content as an important business asset. This is because highly informative and entertaining content allows businesses like yours to drive more traffic, convert leads and nurture a more loyal following. But while it’s an effective strategy, creating content isn’t easy. The competition for your audience’s attention is extremely high, so making mistakes when crafting pieces of content can be detrimental to your brand. To help you, we’ve compiled a list of things to avoid when producing content. 
Artificial Intelligence and Business - it's been on the horizon for such a long time. So - what is here now, and what's set to change forever?
In my previous article, Artificial Intelligence (AI) and How It Will Affect Marketing, we discussed the current reality of AI and its general impact on reaching customers. In this article, I will further explore the growing impact AI’s development will have on Marketing and Business practises, and its associated implications for the business landscape down the track. 
Have you noticed that people already know quite a lot about your business, brand and product offering by the time they contact you?
That’s because they’ve hunted for your content and done the research. Since modern customers are bombarded with so many choices, they’re always on the lookout for accessible information to help them make smarter purchasing decisions. If you want to attract more customers, provide answers to their questions and nurture lasting relationships in order to convert them, content marketing is the key. Here are ways Content Marketing helps your business make sales. 
Yes, yes – we’re all well aware of how crazy everything is right now during the coronavirus pandemic.
We all know it’s affecting our social lives. But we’re now starting to see how much of an impact it’s having on businesses and our economy now too. Sadly, this may be just the tip of the iceberg. So, in difficult times, how do we survive? We need to adapt! Here are 5 ways to help develop innovative ways to pivot your business during challenging times. 
The twenty-twenties is a marvellous but VERY fast-paced age.
We live in an era where people are always on their phones, customers await eagerly for the ‘next-best-trend’ and consumers demand a wide range of options for their needs. For brands, keeping up with those expectations is already hard enough. Yet, we all still have to worry about the growing number of competitions, our customers’ lack of tolerance for traditional marketing and an ever-shortening attention span. Thankfully, there is still a way for your business to capture their interest and position yourself as the best solution: quality copywriting still connects you to your audience, delivers your message and helps your business get ahead of its competitors. For your brand to thrive and survive in this new decade, here’s what you need to consider. 
All Advertising is Marketing, but not all Marketing is Advertising.
If your business sees them as the same, then now is the time to rethink and evolve your Marketing efforts. Why? Because it means that you're opening up a box of crayons ("marketing"), and trying to create a colourful masterpiece with only one colour ("advertising"), then wondering why the canvas is lacklustre and not attracting interested buyers. Here's how to expand your Marketing to create real connections with your audience far beyond just running advertising campaigns. 
Gone are the days when customers buy the same product and stick to one brand.
The abundance of options, availability of information and ever-changing trends now heavily influence the preferences of consumers – making it hard for them to be loyal with their purchasing decisions. So, how can you engage them in a deeper and more meaningful way? Content Marketing! It helps establish and build long-term relationships with potential and existing customers. With the right entertaining, informative and value-adding content, you can get your audience to fall in love with your brand. Here’s how. 
One of the questions I get asked all the time as a professional marketing copywriter is: “What types of content should I be creating?”
It’s a great question and one that many people have an opinion about. So, I thought I’d share the answer I give – as it’s what I use in my own business. Here are the 7 types of content themes you should be including in your content marketing mix. 
Is there a better option to cost-effectively stay connected with customers, engage leads and make a direct sale than harnessing the potential of email marketing itself?
Email marketing is a digital marketing strategy that utilises email to build and foster relationships with potential customers and current clients. It works by offering ongoing value through information. However, getting results is no easy task. People hate spam and pushy emails that crowd their inboxes and waste their time. Instead, you must create compelling and value-adding messages to ensure your emails are opened, read and resonate with them. Here’s how a copywriter can produce an email marketing campaign that appeals to your audience and provides significant improvements to your overall brand strategy. 
Landing pages are a big part of your Marketing.
Why? Because, if done well, they convert your visitors into leads and paying customers. Of course, for that to happen, the copywriting on your landing page must first appeal and resonate with your audience to take them on a journey from stranger to buyer. Here are some useful tips in writing effective landing page copy to help you. |
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