Words are the most important tool marketers and ad men have. To prove it, I’ll show you a picture.
The chart beneath the Bee Gees shows that 60% of people prefer a ‘print experience’ to something ‘whizzy’, on a tablet app.
Obviously, 'print-like' doesn't just mean words, it also refers to typography and, to some extent, pictures. However, in this post I'll be focusing on copywriting, on an achingly small scale.
I'll be highlighting titbits of copy that are done well, in keeping with a company's brand, and make a web experience enjoyable, as well as some that aren't so good.
In the spirit of new media, I’m calling this ‘micro-copy’. And, to the dismay of the A/B testers, I’ll posit that some of my examples are qualitatively ‘better’ than others.
You know what I hate more than anything? I hate the people who won't let me hate.
Here's why Polyanna Positiveness is a bad thing for content marketing.
Copywriting is an important part of a company’s image, as it helps to define the consumer perception of the brand personality.
For example, Innocent Smoothies uses quirky, light-hearted copy to portray a caring, friendly brand image.
But to what extent can copywriting really impact the consumer perception of a brand when they are already familiar with the business?
Brand language consultancy The Writer investigated this topic by testing people’s reaction to a series of customer scenarios.
2,000 consumers blind-tested writing samples from three airlines and three retailers, as well as an invented sample for each scenario.
Your company has invested a lot of time in building what you think is a great website. It's not only pretty, it's chock full of all the information about your products and services.
Then reality sets in: attention spans are short and as great as your website is on paper, it just doesn't hold attention long enough to convey all of the important information those customers and potential customers need to make the decisions that will boost your bottom line.
The Professional Copywriters' Network is a free-to-join membership site for UK commercial writers, aimed at improving the profile of copywriting as a profession and providing a place for writers to network, chat and support each other.
It was launched by professional copywriters Tom Albrighton and Ben Locker.
I've been asking Tom, also an Econsultancy guest blogger, about the site...
We’ve been blogging at Econsultancy for the past six years and it has been great for our company. I have long held the view that all businesses should have a blog.
Our blog now accounts for two thirds of site traffic and has claimed lots of valuable search placements on Google, which we’d otherwise have to buy. It also provides our social media manager with a bunch of fresh content to feed into the likes of Twitter and Facebook.
Furthermore, it has helped to grow awareness and perceptions of our brand, while establishing a warmer tone of voice than might otherwise be expected of a ‘consultancy’ (we’re actually a learning-based business, as opposed to an outright consultancy!).
When new writers start at Econsultancy I give them a handy cut out and keep list of blog post templates, which they can use for inspiration. Everybody gets writer’s block from time to time, and my checklist helps to provide a framework for the blog.
I have adapted these 34 ideas to make them less Econsultancy-centric, so that you can use them. I hope they prove helpful, whether you’re a writer, editor or content strategist.
Business users coming to Twitter receive some advice that may not help them in the long run. Here’s an alternative view.
I have now composed over 12,000 Tweets. Laid end to end, they’d make a decent-sized book. A really boring, intensely repetitive book about eating soup, last night’s TV and, from time to time, a little bit of copywriting.
When it comes to Tweeting, I’ve earned my stripes.
I’m not saying I’m a ‘social media expert’. But I do find that my experience clashes with some of the received wisdom about using Twitter for business. Here are five pinches of salt to go with some of the stuff you might read online.
While product page design has improved in the past few years, an often neglected area is sales copy.
A common mistake is to simply place the manufacturer’s product descriptions on pages. While this approach is easier, a more personal touch and unique tone of voice can help your product pages stand out and really sell the benefits of products.
I'm going to explain why good sales copy is so important, and look at some examples where retailers are getting this spot on...
I’m currently developing some wireframes as we pave the way for a revamp of this blog later this year. There are lots of things to think about. One of those things is typography. Closely related to that is optimal headline length.
I always try to write headlines that fit on one line, though I don’t always succeed. Nevertheless, short headlines beat longer ones for lots of reasons. As such I’d like to introduce the 65 character rule. Actually it’s 65 or less, to be precise.
I believe that if you resort to using a ghost-tweeter to update your Twitter feed then you’re doing it wrong.
Why? Well mainly because I think social media is about customer (or audience) centricity. It is about placing the customer at the very heart of your business, and caring about what they have to say. And as such it has an impact on – and it reflects – organisational culture.
The brands that are doing social media right are very much focused on listening, sharing, communicating and responding. Outsourcing these tasks is myopic, and it can also be rather dangerous (especially if you fire the ghost-tweeter and fail to change the passwords to your social media accounts).