Bad Writing Does Hurt.

Bad Writing Does Hurt.

Can I vent? Bad writing can do as much damage as bad service or bad products. Although in many cases it’s beginning to improve, business writing has long been bogged down in cliché-rich corporate-ese and a bad case of over-formality. It’s confusing and heavy and cloudy and, well, just weird. Does anyone actually talk like that? We all know from … Read More

R-E-S-P-E-C-T

great working relationship with your copywriter

Engaging a copywriter is a two-way street. Just as you look for certain touchstones in writers, they look for specific qualities in you as well. First among these is … Respect the writer’s experience Most professional copywriters really do know their stuff. Get the most for your investment by giving careful consideration to their suggestions and ideas. Deal or no … Read More

What Should I Look For When Hiring A Copywriter?

What Should I Look For When Hiring A Copywriter?

In this age of corporate downsizing and its relatives, it’s become a reality, among the first groups to get downsized (as in, “let us help you out the door”) are marketing and communications. Businesses without marketing staff and/or with budget constraints have found time and again that the cost-effective solution for getting the job done is to hire a professional … Read More

You aren’t done writing just because you are done writing

done writing

For the vast majority of people, editing and proofreading, especially when it is your own work, is not fun. Actually, it’s a pain in the you-know-what. But that doesn’t mean that good proofreading isn’t a crucial part of any marketing effort, because it is. I do my best to get others involved in the process and to make sure I … Read More

In business, marketing and copywriting, you must keep up with the Joneses

keeping up with your competition

Now, more than ever, keeping up with your competitors and even your clients and target customers is not a choice…it is a MUST. Back in the day, one “evergreen” brochure or two new ads each year may have been enough, but these days that just won’t do it for you or your business anymore. In fact, just doing something like … Read More

Watch your language…in all situations

watch your language

It’s been said time and again that “the difference between the right word and the almost right word is the difference between lightning and the lightning bug.” We may know this to be true, but how does it relate to copywriting? Well…whether you are writing a resume, a brochure or even your life story, it’s important to remember to: Stay … Read More

Keep it real…at all costs

keep it real

What’s wrong with a lot of hype and “fantastic” claims about a product? Plenty. Pass the ‘Aunt Ethel’ test. Aunt Ethel is the proverbial simple-and-to-the-point person in your audience. If she doesn’t get what you are doing and selling, chances are that most people won’t. Ask yourself if your message is clear and compelling in a relevant and action-provoking way. … Read More

It’s not about you…never, ever, ever

It’s not about you

Know your audience and feel their pain. If you don’t truly understand the needs and challenges specific to those you are trying to reach, you will never be able to show them why you and why now. If they aren’t convinced, they will never become your customers. If you don’t ‘speak their language,’ they will never understand you. It’s not … Read More