Posts tagged with Copywriting

typing

The role of copywriters in a GDPR-ready world

The GDPR will apply to any company that holds data on EU citizens, so affects global as well as European-based companies. 

Those companies that don’t comply with the regulation could face massive fines. And it’s likely that could be more than a few – some estimate that 75% of current marketing data won’t comply with GDPR.

0 comments
vw camper

Three ways language can affect conversion rates on travel sites

From cheap flights to positive reviews - there are a number of obvious factors that can influence whether or not someone books a trip online.

One thing that might not spring to mind is the language used by the travel brand in question.

0 comments
res

What New Year's resolutions would you like an Econsultancy blogger to make?

Before the New Year gets away from us, I want to make some resolutions as a blogger.

Here are some of the things I hope to do from now on. Add your own suggestions in the comments if you'd like, but please go easy on the sarcasm.

4 comments
maga

10 common traits of bad copywriters

The phrase 'people in glass houses shouldn't throw stones' has never been more pertinent.

I present for you, 10 common traits of bad copywriters.

6 comments

Specsavers and Carlsberg: why copyrighted words are great brand marketing

Last month, Specsavers successfully trademarked the word ‘should’ve’ - a key part of its infamous catchphrase “should’ve gone to Specsavers”.

Though rivals still have a few weeks left to make an objection, if the ruling passes, all other companies will be prevented from using the word for marketing purposes in future.

2 comments
cat

According to 32,198 emails, most retailers use boring subject lines

Ah, the humble subject line. Gatekeeper of your offers. The crux of your campaigns. And the source of unrivalled consternation.

Is the message on brand? Does it sound spammy? Will it drive sales?

According to the vast majority of the N subject lines we analysed, the answers are no, yes, and probably not as much as you’d like.

6 comments

10 common online copywriting mistakes

Anyone can be a writer these days. All you need is a computer with an internet connection and a tenner to spend on a domain name.

The problem is: anyone can be a writer these days.

18 comments

Four brands with a brilliantly funny tone of voice

Tone of voice (ToV) is extremely important when you’re trying to build a distinctive brand. It’s the personality of your business. The thing people will remember you by.

One way to to have a memorable ToV is to be funny, but there aren’t many brands who can consistently pull it off without subsequent cringing on the audience's part.  

In this post I’m going to cover four that can.

4 comments
caution

14 safety precautions for inexperienced content writers

If one of your team is new to content writing, what are the potential pitfalls?

I've been writing articles for Econsultancy for a few years and although I certainly don't profess to be an expert, there are a few things I look out for.

In fact, I still get caught out, which is why creating a list like this is a good way to encourage vigilance.

3 comments

UX trends in 2015: the experts' view

Never mind content, it seems the customer is (quite rightly) king these days. 

User experience (UX) has been one of the most widely discussed marketing topics this year as brands increasingly realise the importance of providing a high quality experience online across all touch points. 

0 comments

How to achieve the right tone of voice for your brand

The way a person speaks is one of the first things people notice.

Soft-spoken, polite, enthusiastic, rude, dull: you can make an instant judgement about somebody based on how they communicate. 

It is no different for brands. The way a brand speaks to its audience is extremely important, because that is how people are going to remember it. 

1 comment
robot writing

Should writers be worried about automated copywriting?

Unless you're a reactionary, as a marketer you probably understand that automation is creating more jobs than it makes redundant.

Automation, for all the scale it enables, requires human mastery of technology, process flows and customer lifecycles.

Increasingly personal communications also entail the creation of more content, to suit each segment and event you identify.

11 comments