So many of us get so engrossed in trying to write copy that is fresh and inventive, and trying to meet deadlines and hit big picture goals, that we forget about the very basics that make marketing or SEO copy work in the first place. I found this handy little article by Laura Lake with five basic questions to ask yourself when doing any type of persuasive copy. It’s real basic stuff, but here’s a suggestion: before sending that well-polished draft to someone else in your organization for review, take 5 minutes to consider the questions she poses. Do... 

I’ve lately come across several articles written by other copywriters that I, quite frankly, have a major issue with. Clearly targeted toward small business owners with miniscule budgets, the articles that some of our fellow copywriters are crafting encourage John Q. Small Business Owner to write their own copy because it’s so incredibly “easy,” and good writing is just a matter of “practice” and misleads these poor souls into believing that writing is almost as easy and methodical as brushing your teeth. I doth protest.... 

There is no disputing the success of Apple Computer’s recent advertising campaign. If you don’t watch television, or you’ve been sleeping under a rock, here’s the basic premise of the campaign: A series of ads with two guys, standing side-by-side in front of a white background, talking back and forth - what could be more boring, right? But, leave it to Apple to make something this simple successful. There are many reasons these ads work, but there are three very basic marketing principles that make the campaign effective. And for the...