Copywriting vs Messaging

The medium is the message ~Marshall McLuhan People mistakenly use messaging interchangeably with copywriting but they’re different in two specific ways. Firstly, copywriting tries to convince someone to take (or…

B2B Copywriting Facilitates Conversation

…Which is why B2B copywriting’s purpose is to facilitate the buying process, right? The purpose of B2B copywriting … depends Two days ago, I wrote about B2B Brand Messaging, where…

You-Focused Copywriting?

Nearly three months ago, I wrote: “How to write copy and UX for a homepage”. It’s not bad advice as far as it goes, but it’s missing a big IF….

Cheap Tricks in Copywriting

Consider the following: argumentum ad hominem argumentum ad populum argumentum ad misericordiam argumentum ad baculum argumentum ad crumenam argumentum ad ignorantiam argumentum ad captandum vulgus These terms sound so stately….

Hybrid Expertise: Design, Technology, Marketing

…be acquired for oneself. This article is primarily concerned with the three or four areas of expertise that are most relevant to digital services firms: Creative, which primarily encompasses copywriting,…

How to write copy and UX for a homepage

Course creator Danny Margulies asks: What are some good copywriting guidelines for homepages? I have some strong opinions on this. I wrote about them last year but my take has…

The Cannabis SEO Principle

…all of these services: Pitch deck design Web design and development Web/conversion copywriting Brand design and messaging Business prospecting and outreach Social media management And I’ve seen demand for SEO…

David Ogilvy’s Secret Weapon

His go-to book on conversion copywriting and metrics Maybe you are like me in that you find marketing fascinating. If so, you might like to know about David Ogilvy’s “secret…

Are You In the Words Business?

To a large extent, you’re made of words. The last two posts were about copywriting – one more note on the subject: your product consists of words, so don’t think…

Found in Translation

…of copywriting. But what is a translation, really? It’s a rendering or a conversion of one thing to another. Your challenge is to render your expertise. You normally talk about…

What is Brand Messaging, Anyway?

…that questions as follows: helps B2B consulting and SaaS firms with lead generation – by providing positioning-based SEO and conversion copywriting. Who is my audience: B2B consulting and Saas firms…

Upside Down Homepage UX

A while back, I wrote that copywriting is 20% UX design. (By the way, UX design is a fancy way of saying “layout for digital interfaces.)” Benjamin Franklin knew this…

Solution Expertise AND BizDev Expertise

…of the traits of that ecosystem is refusing to use the word copywriting, and speaking only of strategy – without ever committing to a definition thereof. I prefer the honesty…

How to design a creative brief

…unusual. And in ideation, unusual is your friend. On that note, let the creative brief be cross-disciplinary. It can cover design, copywriting, research, revenue… anything. Ultimately, it’s nothing but an…

Digital Business

…are three subtypes of digital marketing: Effort-driven digital content marketing Web equity (brand messaging, copywriting, UX on your web properties) Video – learning how to pitch, sell, deliver, and support…

A Teardown of Teardowns

I once analyzed Nuclino’s messaging while making a point about using customer voice. Based on the general copywriting theory of melding emotion, logic, proof, and calls-to-action, in the customer’s own…

Case Study: Using Your Customer’s Voice

…dozen principles of copywriting and you eventually arrive at something like this: Going around in circles installing downloads and “redeeming licenses”? That’s not how Nuclino works – sign up and…

Positioning

April Dunford rightly believes that: Positioning is the foundation of everything we do in marketing and sales [and product design]. It’s an input and the starting point for messaging, copywriting,…

Your Digital Self

…a PDF or infographics or product “copywriting” per se. You compress your pitch into one unvarnished sentence in a normal email. Maybe two. Idea assets in sales and marketing should…

The Transition

…and technical B2B services delivered remotely via a laptop. These are mostly: design, of many sorts copywriting content writing/editing software coding marketing/PR You and I know that the list goes…

How To Get New Ideas

…method and the principles behind it apply to getting any variety of creative ideas, including ones we can use today for digital approaches like user experience design, conversion copywriting, or…

How to Hack a Positioning Statement

One thing I have learned from web copywriting for tech firms – company owners often hide the company’s true positioning statement inside of About page bios. These little gems of…

Positioning police to the rescue

…relationship with such a designer Had a psuedo-flat hierarchy Had at least one person whose title was project manager Extremely difficult to define roles and responsibilities Blatant absence of copywriting-position…

The Ethics of Psychodynamic Marketing

…prices and services, delivered as a mock sales letter, meant to illustrate Cialdini’s Comparison Principle, which is also called “Anchoring”. And there are all kinds of other copywriting (definition: “sales…

How express positioning as copy

…them. And so does Drayton Bird. I’ve read Drayton’s newsletter and books for enough years to know this isn’t the only copywriting checklist he uses, but this one’s useful for…

1000 Little Ideas

…a systematic way will help you with: content strategy copywriting/UX product design paid advertising I’m probably leaving something out here, but the point is it makes all these things produce…

What is the Definition of Digital Strategy?

…where strategy and rhetoric (eg. copywriting) become one. Or at least share DNA. Have you ever nodded yes to a rational appeal to implement a strategy, yet not felt inspired…

Using Positioning for your Elevator Speech

…Gary Bencivenga said about copywriting, “You should know 7x more than you think you need to know.” This applies to all kinds of problem-solving undertakings in business, not just finding…

Messaging advice from George Orwell

…to do? How to improve your own messaging? How to judge the copywriting skill of someone you may work with? Judge by Orwell’s rules below: Never use a metaphor, simile,…

Can you “write” SEO?

…when Google makes it easier to reconcile search engine optimization with copywriting, conversion rate optimisation, even good UX design. This is one of those moments. Why? Because once again, it…

Where to Map Your Business

…about copywriting and UX lead generation patterns related to the homepage in particular. The map of your entire business has a new home: the footer of your website. Take a…

Can AI Actually Enhance Communication?

copywriting (ie brand messaging) from strategy. Describing who you are as a business,=, the problem you solve, whom you solve it for – there’s one, single most accurate way to…