I was helping to write a sales e-mail for a software company recently. I was also writing a thought leadership article, a PR plan for an executive recruiting firm, and an eZine for pharmaceutical reps. And for each one of these clients, I asked the same question: “What’s the pain for the audience? Where does [...]
targeting your audience
You know when you’re listening to a presentation and your eyes glaze over? Or you see a really dense-looking page full of words that you know is supposed to be helpful, but you just can’t bear to slog through it? It’s not that what you’re seeing needs to be flashier or more entertaining. That would [...]
That’s what you ask yourself when you read an ad or marketing copy. Why else read it? If the writing is good, you’ll think, “I totally agree!” or “I wish I knew that earlier!” or, best of all, “I need to buy that now!” That’s why “so what?” is such an important question for writers. [...]
The best kind of marketing writing helps readers solve problems…it says, “how can I help you?” But what if you’re not quite sure what your customers’ problems are…or what they would dream up if they could describe their ideal product? Some of these answers you know just from being in business. But here’s a couple [...]
I love this Apple iPad 2 tv ad. It’s not only beautiful and emotional, it sells without seeming to sell. How do they DO that? What can you learn from this ad that will help you write for your company? I’m not just talking sales sheets or offer e-mails, I’m talking all the marketing materials [...]