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When you work in a creative role much of what you do comes from the heart. After all, that is where the creative spark comes from. This makes our work incredibly satisfying but can also be the reason we creative folk get a reputation for being a little sensitive! It is a challenge for me to step […]
“The language of friendships is not words but meanings” (Thoreau) If you’re launching a product or service think about the terminology and copy that you’re using in your marketing. Words have meanings and there are cultural meanings associated with words. Be careful not to offend your target audience by using words that have a different meaning to […]
Even though there are big rewards from content marketing for new business, it is also a huge challenge. Content marketing is proving to be beneficial for gaining a positioning of expertise and thought leadership. It also is the magnet for generating leads and creating new business opportunities without having to pitch for them. It can […]
In October, I had the opportunity to attend two events that gave me a fresh perspective on my business. One was a writing retreat that only had twelve other writers attending. The other was a larger copywriting conference that had around 400 registrants. I have to admit I preferred the writing retreat. Plus, how can […]
I blame my fascination with food and food metaphors on my upbringing. Growing up with a full-blooded Italian mother, grandmother, and great-grandmother (who came from Italy as a young girl “on a boat”), my fixation on food was inevitable. Food was not just nourishment. Food was love. It was the way you showed someone you […]
When I’ve coached customers on building their own content for websites or blogs, there is a very straight forward approach I take. It works with beginner writers who are just trying for the first time, or experienced product experts who are just getting into web writing. 1 topic per page 3-5 headers per topic 1-2 […]
Whether I’m writing a campaign for Art.com’s homepage or brainstorming a creative name for one of my partner’s sushi dinner parties, I always take the same steps. Let’s take this email copy (below) for example. The Goals Write marketing copy that quickly and effectively communicates the benefits of the featured product Get the customer to […]
There is no great genius without a mixture of madness. ~Aristotle Some of the best writers – literary geniuses, even – have more than their fair share of mischief and periods of madness. While some were able to get off with nary a scratch (figuratively and literally speaking) – thanks to either their criminal lawyer […]
You have the content. You have the social media profiles set up. But somehow, nothing seems to work. You run in a circle of publishing and posting without avail. Your social media marketing isn’t driving you business, and neither is your content. What’s happening? Chances are, there’s a lack of synergy between content marketing and […]
Advertising taught by Guinness: If you’ve ever spent time in Dublin, chances are you’ve been to the Guinness Storehouse. According to the fast-talking cab driver who whisked us from one side of the city to the other, the Guinness Storehouse is the biggest tourist attraction in Dublin. A few weeks ago, my husband and I […]