Most marketing campaigns can be stripped down to one of two themes: build the dream or stop the pain. Marketers tend to favour stop the pain. After all, not everyone has a dream, but everyone has a problem.
iPod Shuffle Survives Wash, Restores Faith in Apple
As a copywriter and creative type in general, I’m a big fan of the Apple brand and its many polished products. But it hasn’t always been easy to be a member of the Apple faithful. In fact, my loyalty has been tested by two elements: fire and water.
Using Emotional Language in Copywriting
Words carry emotion. Words like hope, freedom, desire, sale and cheap inspire emotional reactions deep in the limbic system. Given the power of these emotion associations, it’s no surprise that copywriters use them to propel people to action. Yet, there are potential pitfalls. Let’s look at how different companies are using emotional language to see what’s working and what’s not.
B2B Web Copy to Get Them Banging on Your Door
We all know that B2B marketing differs from B2C. B2B’s longer and more complex buying process has implications for marketing — and your web copy. Here are some tips to get your B2B web copy right.
Using Humour to Sell? Don’t Fumble the Punchline!
Humour is a great way to sell. It catches people’s attention, engages them, and injects an element of humanity into otherwise static information. People love to be entertained, and if you can keep them amused while promoting your products or services, then all the better (nice job, Old Spice). What’s more, humour can be a great way to distinguish yourself from the competition (take a bow, Groupon).
Converting Customers: Copywriters Need to Go Psycho
Good marketers and copywriters alike know the more you understand your target audience, the better job you can do writing and delivering your message. Sure demographics help — age, location, marital status, ethnicity and religion. But you’ll have a much richer understanding of your ideal customer if you get to know their psychographics — their lifestyles, behaviors and attitudes.
What’s a Key Marketing Element Most Businesses Neglect?
Marketing is a critical lifeline for any business. It helps identify, attract, satisfy and keep customers. So we asked creative professionals in the marketing realm: What’s a key marketing element most businesses neglect?
How to Increase Sales With Active Web Content
Does your website content confuse visitors or inspire them to take action?
The single most crucial function of any business website is to get people to act, whether it involves calling you, emailing you, buying your product online, or getting off their butts and into your store. Writing in the passive voice is often awkward and confusing, and does not induce desired action.
Marketing Lessons From UFC Champion Georges St-Pierre
Adaptability, creativity and multiple delivery methods make two-time and reigning UFC Welterweight Champion Georges “Rush” St-Pierre (GSP) virtually unstoppable in the ring. Despite your weight class — make that your business size — marketers can take a page from this Canadian mixed martial arts master.
5 Questions Plus With Guy Kawasaki
Webcopyplus recently stole a moment from Guy Kawasaki, an entrepreneurial legend, celebrated author and former chief evangelist of Apple (he was one of the employees originally responsible for marketing the Macintosh back in 1984 — enough said). We shot a few questions at him, and you might — or might not — be surprised to learn what brand he’d like to work with.
