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 [...]
What Apple can teach you about business writing
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 [...]
Where and how to use keywords in website writing
If you know your keywords, here are the best places to use them on your website for search engine optimization (SEO). 1) Webpage title. Each page and blog post on your website needs a unique title which should be 70 characters or less. Usually, the average reader doesn’t notice the page titles because they’re not displayed [...]
How to know when your content gets stale
I was working on my own website the other day, and I got in touch with a producer to see if he had this old video we worked on together so I could include it on my writing samples page. In addition to writing business materials and web content, I also write video scripts and [...]
Is your business writing style working?
Is your business writing style working for you? How do you know if your tone is right? Do you write in long paragraphs or short ones? Write from the first person (“I”)? Stay on the surface, or get into depth? Did you consciously choose your writing style? If it’s not right, do you know [...]
Businesses use ghostwriters too!
Most people think of ghostwriters as the invisible people who help celebrities write memoirs. But as a freelance writer, I ghostwrite exclusively for businesses. The pieces I write and the process vary a lot depending on client, budget and subject. Here’s the different ways I approach business ghostwriting. First things first: what is ghostwriting? Ghostwriting [...]
What a blog can do for your business – fashion designer or not!
Jane recently posted an article of mine, “Do Fashion Designers Need a Blog?” Even if you’re not a fashion designer, the reasons why blogs help business can apply to you, too. Check it out!
Is Marketing Speak Hurting Your Website?
Have you ever gone to a website and realized you have NO idea what the company does? Do you see phrases like these? “Best-in-class solutions” “Out-of-the-box thinking” “Groundbreaking blah de blah” Me too. As a freelance writer, I admit to using marketing speak in client work (or at least not insisting that clients get rid [...]
Five Ways to Slice-n-Dice a Case Study
The case study is the workhorse of marketing materials. Once you write a good case study, you can use it again and again in multiple formats. Business case studies have it all: they establish your expertise, authority and real-world experience. On a gut level, people just like reading about what other people have done to [...]
How to choose a press release service
I recently wrote a guide posted on Problogger about how to turn a blog post into a press release. If you’re ready to take the next step and promote your release, what are your options? Even experienced PR people debate the best way to publish a release and the best service to use. Some press [...]
