How to be a copywriter

Why You Don’t Know Your Audience as Well as You Think

Before I begin writing content, one of the first questions I ask my clients is, “Who is your target audience?” For some reason, it usually stumps them, or the answer I receive is incomplete. I talk all the time about writing for people,…

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Public perception – How General Mills Shot Itself in the Foot Over and Over

Branding

The New York Times broke the news about new General Mills legal terms on April 16. Here’s a portion of the “announcement” from the General Mills website: We’ve updated our privacy policy. Please note we also have new legal terms which…

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COPYWRITING EXPLAINED. A STORY OF ONE SKILL.

Copywriting Skills

Copywriting Explained. A Story of One Skill. What’s your passion? If you are lucky, it’s what you do for a living. If you are less fortunate, it’s just a hobby. Is it painting? Running marathons? Breeding penguins? Not the penguins?…

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10 Signs You Have a Great Copywriter, Or Not…

Copywriting Skills

Everybody can write, right? Surely, then, finding a good freelance copywriter is about as hard as shooting fish in a barrel. Sadly not. The truth is that finding a great copywriter is a tricky task. We all have different specialities and…

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Copywriting tips for key marketing channels

Content & Strategy Copywriting Skills

You don’t speak to your boss the same way you speak to your friends. Like relationships, materials for different marketing channels have different language styles. The tone and text of an email promotion differs from that of a Facebook…

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Trigger Emotions Deep Dive: Fear – Be Afraid… Be Very Afraid…

Content & Strategy

There’s a well-known acronym in the B2B marketing field called FUD. It stands for “fear, uncertainty, doubt.” It is a tactic used to undermine the competition. Fear exists just as strongly in the B2B world as the B2C world. Within B2B,…

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12 Lessons I Picked Up from Attending Seminars

Content & Strategy Freelancing

So you just dropped a tidy sum to attend a seminar or some other three-day event. Now it’s over and you’re exhausted. Your client work is backed up. You have a fistful of business cards to connect with. And your family would like some face…

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The secret to mesmerizing sales copy

Content & Strategy Copywriting Skills

You’ve been there. We all have. It’s a day like any other. You get in the car and you’re driving down the street to the grocery store. Suddenly out of nowhere you wonder if you left that pot of water on the stove. Geez… it could boil…

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The direct response copywriter’s life

Freelancing Work Habits

You read a lot of sales pieces about how great it is to be a direct response copywriter. Those sales pieces generally talk about being your own boss, working on your own terms and making a great income. Yes, that is part of it. But the life…