Your message is one thing. But how you say it can be something else altogether, and it’s that gap that can make all of the difference to how effectively you engage your audience.
We spend a lot of time and energy creating content for our customer to reach and connect with them to earn the precious attention, so we need to make sure that when that time comes, we are offering them plenty of value to spark their curiosity and intrigue.
So, how do you do it right?
Search Engine Optimisation (SEO) has been such a significant element of marketing and content strategy over the last few years, and understandably so. We need our websites, video and collateral to show up in front of our audience as frequently as they are searching for it, to build brand awareness and get those precious conversions.
But are we getting too accustomed to ‘the way we have always done it’, and failing to pay attention to how our customers are searching now? The whole scene is changing right underneath us.
One of the lessons I continually repeat in my Copywriting classes is “When it comes to content, benefits, not features.” And with 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.
Christopher Melotti from Melotti Media was just announced as a FINALIST for the Australian Marketing Institute's 2017 Chief Marketing Officer Award!
Do you really know your customer? Do you offer them value?
Watch my presentation about "Engaging your Audience authentically" here!
Sometimes, inspiration for our writing arrives at the most random of times, and we can't trust ourselves to simply remember the idea for later. So it's best to be prepared!
As Marketers and Content Creators, we pride ourselves on either setting new trends, or keeping an eye on the horizon for new opportunities to adapt into creative and innovative executions.
However, with the world evolving at such a rapid and unpredictable rate than ever before, and our empowered customers taking the lead, Marketers are often taken by surprise at some of the evolution in our fields!
Here are the seven fascinating trends over the last year that surprised us.
What a fantastic and inspirational night, teaching a group of people from a whole range of industries about how to engage your audience with Marketing at Copywriting, at General Assembly yesterday!
I teach regular classes. For more information, click the "CLASSES" tab above.
There are many advantages to learning a new language, including improving your memory, stimulating neuroplasticity, increasing your attention span and training yourself to multitask, not to mention making you more worldly and improving career prospects.
However, how do we make time in our busy lives to study a second language of our choosing? With the use of technology, of course!
The noun 'SONDER' is a brilliant, yet underused and under appreciated English word.
Its meaning is a lesson in humility and a good reality check for everyone.
How much attention do you pay to how you format your copy?
Whether it’s a website, a blog, or a marketing piece, simply throwing words on a page and not leaving instructions for designers can mean that your content is already restricting its true potential. In other words, it’s not going the extra mile to reach and engage your audience.
What do we do, as content creators? Obey SEO rules, or think about our audience?
Or do we even have to make that choice? Turns out, we do!
And for the new, digital businesses, it's often hard to make the right decision!
This is the topical discussion being held across every industry and every market around the world, in all boardrooms and strategy meetings: digital vs traditional marketing.
Where do we spend our precious budget to get the most cut through to engage our audiences and achieve our organisational goals? So, it’s finally time to analyse both sides and get to the bottom of this debate.
Roy Morgan Research just published their 2017 "Image Of Professions Survey" detailing the Australian public's rating of the trustworthiness across different jobs. It is very telling for many different industries, especially with "Advertising" coming in so terribly low.
I think we need to start looking in the mirror and asking ourselves why...
Want to learn all about Copywriting, Marketing and Content Strategy to engage your audience and unlock success? My General Assembly class is on in Sydney next week!
Have you always wanted to publish a book, but things keep getting in the way? This is your year to write that book you’ve always wanted to. No more excuses, everyone!
If you go to your bookshelf and don’t see something you want to read, it’s your turn to write! It’s what got me started, after all and I’m glad. It's the beginning of a brand new year, and if you’re still putting off writing something you’ve always dreamed of, ask yourself why?
Albert Einstein said the definition of insanity is doing the same thing over and over and expecting a different result. Does this apply when hiring new staff? YES!
We all know this quote so well. We appreciate its wisdom and we get its meaning, but why don’t we put it to use when we hire new staff? Especially in the Marketing and creative fields, where it particularly applies due to the need for fresh new ideas and innovative thinking.
Let's discuss the grey area of SELLING within your informative content.
It's a tricky balance that all copywriters and content creators struggle to get right.
Isn't it funny how even just the mention the word “selling” in the context of a written piece, such as a blog, can completely turn people off? Some readers will recoil almost immediately, as if you said something sacrilegious. Why is this?
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 business, such as Hubspot's Growthbot. In this article, I will further explore the growing impact AI’s development will have on Marketing practises, and its associated implications for the industry down the track.
Every organisation much reach their audience, whoever they may be.
So how do successful businesses do it effectively? Through high-quality copywriting which captivates, informs and drives behaviour, of course!
What does the future hold?
Artificial Intelligence, or AI, is no longer a thing of science fiction; it’s today’s reality and is creeping into mainstream society far quicker than anyone truly realises. This will have a greater impact on the way we as a civilisation exist and interact than can possibly be predicted, as right now, we are in its infancy. However, all that is certain is that, when AI does come into its own, the world as we know it will completely change.
It’s not all doom and gloom like the movies suggest. In the commercial world, AI has the real potential to change our lives for the better, revolutionising the way we interact with technology, information and even each other on a global scale.
My new Content Creation, Marketing, and Copywriting class at General Assembly has been announced! These sell out very quickly and always get amazing reviews, so jump on it now!
Don't miss out! Tickets are available here:
Most freelance copywriters, at one point or another during their career, will be asked to write for free or so low that it may as well be free.
The reasons can vary from 'free exposure' to 'free trials', but whatever the reason, it occurs. So how does a professional writer deal with this?
Are you motivated enough to write, or are you being consumed by other things? Here are the types of distractions and how to deal with them.
Time is one of the biggest factors when it comes to writing, in any form. Everyone knows that composing work takes hours of ideas, planning, first drafts, editing, proofing and so on. This is why quality copywriters cost so much, and why good books are so undervalued.
Do you want to learn more about copywriting in business and engaging your audience? I have a few classes coming up with General Assembly in Sydney.