AI copywriting: An overview
Copywriting is an often-overlooked but incredibly impactful art that, when done effectively, can have a hugely beneficial impact on ad click-throughs and campaign conversion rates.
A day in the life of… an AI language technician
Molly Elisha-Lambert is an AI language technician at Phrasee, a marketing platform that uses AI to create impactful email subject lines and social ad copy.
Agency positioning – what does good look like?
Towards the end of last year, I explored how the same tired words and phrases are regurgitated and recycled by agencies, to the point where they have become pretty much meaningless. Yes, I was the one that ripped your agency proposition to shreds. Sorry about that.
How Wowcher used AI copywriting to reduce Facebook ad CPL by 31%
In 2015, Econsultancy profiled a startup called Phrasee, the brainchild of regular Econsultancy blog contributor Parry Malm, that uses advanced machine learning algorithms to optimise email subject lines until they perform better than human-created copy.
How Eve mattresses woke up to long-form copy
The bed-in-a-box mattress market has become particularly crowded in the past few years. According to Zion, it is set to grow even further in future, potentially reaching $43 billion by 2024.
What can we learn from bad marketing copy?
Every now and again, an ad or marketing campaign comes along that’s so misguided, it’s baffling to think how it ever made it to fruition.
A bad idea or poorly executed theme is one thing, but when it involves copy that’s clearly been painstakingly created, reviewed, and approved – it’s all the more disconcerting.
How can financial brands improve clarity of copywriting?
Copywriting within the financial sector is notoriously difficult to get right.
According to a recent study by Edelman, even the top ranked websites are failing to reach expected standards of readability. This means many websites are made up of convoluted sentences in the passive voice and overly complex language.
B2B email creative doesn’t have to be all bells and whistles
The worlds of B2B and B2C marketing are more alike than they have ever been, from freemium model software such as Dropbox and Slack, to lookalike marketing or retargeting.
Sadly that means some B2B email marketers attempt clever, quirky or fun copy (like that more suited to smoothie packaging) and often fail to get their complex message across. One recent example I saw springs to mind – design studio Nucco Brain’s GDPR repermissioning email (shown below and taken from our repermissioning roundup), which flogs an analogy to death.
How online content could help H&M weather stormy high street conditions
H&M has been regarded as a fast fashion leader for some time, with its agile supply chain enabling it to offer the latest trends at affordable prices – a winning combination for consumers.
But difficult trading conditions – including reduced consumer confidence and spending on the high street, and a ratcheting up of competition from fast-paced digital-first competitors like ASOS, which saw international sales up 31% in the six months to February 28th 2018 – have led to H&M reporting its biggest profit dip (20%) in six years.
How communication theory will help you write better microcopy (& make better products)
I recently went to a talk at Zone by Mikael Krogerus and Roman Tschäppeler in which they promoted their excellent new book, The Communication Book.
As a UX writer, I’m naturally interested in communication. All the microcopy I produce needs to communicate the right information in the right way at the right time. So I was keen to hear about the theories they’ve spent years researching and testing.
Saving language: How will the rise of AI affect linguistics?
Language isn’t an exact science. Often, there is no “perfect” answer.
While much is logical, many elements are harder to explain, untethered as they are to any fixed set of rules. For instance, when is a thought expressed with an indicative vs a subjunctive mood? When to use polite vs casual phrasing in languages such as Korean or Japanese? How to articulate an expression that doesn’t exist in a target language?
10 brands with hilariously funny product page copy
Quality product descriptions can make a huge difference to the ecommerce user experience.
Not only can good copy nudge consumers and increase conversion rates, but it can also help to differentiate a brand. Humour is one effective way that brands can make product descriptions stand out, with an increasing number choosing to be quirky and fun rather than just informative.