Even a mediocre copywriter knows how to analyze his audience to ensure what he writes is relevant to his readers. But, many mediocre–and even expert–writers forget to take into consideration an even higher-level concern: whether the audience is composed of consumer or business customers. Determine whether you need to do business-to-business (B2B) copywriting or business-to-consumer…
Tag Archive: marketing
Writing a Good Press Release
Writing a good press release is not hard, but there are specific conventions you should understand and follow. Think Like a Reporter A reporter’s job is to find newsworthy information to share so readers will purchase or view their publication. You can make a reporter’s job easier by writing a good press release that provides…
5 Ways to Use Articles for Marketing
In last week’s post, I talked about mastering the art of the article—that is, how to write a good article, and some of the elements that should be included. I stated in that post, “The article is a flexible and effective form that can be used in many ways for business and promotional writing.” The…
How to Build a Better Brand
I recently wrote a post about core messaging, and how it is key to creating all your promotional documents. Another key to a strong promotional foundation is your brand. Unlike a core message, a brand is something that is developed largely by others’ perceptions. By building a better one, you can influence how that happens….
Tips for Successful Copywriting on a Marketing Team
Copywriting is not done in a vacuum. As a copywriter, whether within a company or organization, or as a freelancer, you are usually working as part of a team. That team could include a marketing consultant, a graphic designer, a web developer, an SEO specialist, a public relations specialist, a programmer, a videographer, a packaging…
Why You Need to Ditch Your Elevator Speech – Part III: Let Them See Your P.O.V.
This post is Part III in a three-part series in which Marcia Hoeck, a dynamic business coach, presents a fresh, effective way to verbally engage with customers and contacts. In Part I , Marcia shares her opinion of elevator speeches (they don’t sound natural, and don’t help people to talk), and introduces us to the…
Why You Need to Ditch Your Elevator Speech – Part II: Talk to the Five-year-old
This post is Part II in a three-part series in which Marcia Hoeck, a dynamic business coach, presents a fresh, effective way to verbally engage with customers and contacts. In Part I , Marcia shares her opinion of elevator speeches (they don’t sound natural, and don’t help people to talk), and introduces us to the…
Why You Need to Ditch Your Elevator Speech – Part I: That’s Interesting, Tell Me More
The Final Draft Communications blog is all about how to put your best word forward in business—in both writing and speaking. Recently, I wrote a post titled How to Elevate Your Elevator Speech. In it, I suggested several ways to improve your elevator speech (an introductory speech brief enough to be delivered during an elevator…