Copywriting

Copywriting is simply a type of writing used to get an audience to act, but as any copywriter knows, achieving that is not so simple. As there are a number of factors that influence whether a reader takes action, there exists a plethora of copywriting formulas to help you cover all your bases. So which one should you use?

Different formulas work for different goals, content types, and...

If you’ve ever googled something and immediately scrolled through anything with an “ad” tag without stopping, it probably means the copywriters need to up their game. Alternatively—and I do this constantly—if you’re walking down the street and see some posters and do a double-take? Bravo, copywriter.

The most recent stop-and-stare that made me do a double-...

Starting with a blank page is never a good idea. For me, it’s the quickest way to realize I need to check my inbox one more time. Or finally organize the files on my desktop. Or run to grab a coffee so that I can focus. (I don’t think I need to tell you that these coffees don’t do much for focus.)

The bottom line is that, whether I’m writing an email or a blog post or a tagline, if I...

While Ernest Hemingway may not have actually won a bet with the famous six-word story, “For sale: Baby shoes. Never worn,” it is an example of great copy.

According to James Watkins, digital marketing manager at hygiene services provider PHS Group, that’s because it “bleeds emotion [and] tells the full story with all...

This post was co-written by Holly Niemiec and Conor Bond.

You need to develop a lot of different skills if you want your online advertising campaigns to achieve their full potential. Even if you’ve created watertight keyword lists and razor-sharp lookalike audiences, something still stands between your prospects and your business: ad copy.

This post was co-written by Holly Niemiec and Conor Bond.

For those of us in the Northern Hemisphere, summer’s in full swing. If you’re anything like me, the warm temperature and glorious sunlight has erased the appeal of anything that doesn’t involve drinking outdoors and listening to OutKast’s catalog on repeat.

As tempting as it is to grab an overpriced...

You want your Facebook content to convert.

But given that Facebook algorithms change and prices for ads are rising like crazy, this sounds like some fantasy. Right?

The good news? It’s not crazy if you consider...

We all make mistakes from time to time. It happens. We’re only human.

With ad copy writing, we’re given a number of open-ended text fields with no real guidance from the search engines as to what to put in there. Sure, there are some technical boundaries, like punctuation and symbol usage, but for the most part, it’s really one of the areas in a search account we’re given the most...

So here you are, staring at a million empty cells on an Excel spreadsheet, brainstorming your best calls to action, aka CTA’s and your catchiest taglines; you've got your best keywords sticky-noted to the computer screen as you...

Copywriting is the science and art of using the right words to sell a product or service. Famed ad exec David Ogilvy, regarded as the father of advertising, notably said:

“I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy...

How well do you know the people you're targeting?

And I mean really know them? Do you know why they're signing up? Do you know why they're buying? Do you know why they would click on your ad in the first place?

If you do, congratulations. You're a genius.

But if you're not 100% sure, you're in for a rough ride. You'll be left guessing what your target audience wants and...

Kurt Vonnegut, one of the heavyweights of 20th century literature, once said that every single sentence of a story should either reveal something about a character or advance the action.

You might not be crafting traditional narratives on your website, but Vonnegut’s timeless advice still holds true whether you’re helping people learn a new skill or selling plumbing fixtures.

...

I’ve been an editor for many years (don’t make me admit how many) and a writer for even longer. After even a few years in the game, every editor develops their own list of bugbears (translation: pet peeves) – the mistakes or missteps that really stick in one’s craw (translation: annoy the pants off one).

I work with many different writers, and since I share these tips privately all the...

It's all about that click.

This is true whether you're writing headlines for PPC ads or content that's meant to earn organic search traffic, links, and social media shares.

You can't honestly call your content "high quality" if it isn't getting read...

Marketing today is writing – whether you like it or not.

Ten new ad headlines are due. 4,000 words on the topic du jour are needed by 5 pm. And all you can do is stare at a blank screen. The blinking cursor on a fresh white page, mocking you.

Putting the proverbial pen to paper can be tricky for many....

If an advertisement or a content piece lacks a great headline, it doesn’t matter how good what’s inside is. You might as well toss out the effort you spent writing it and setting up your campaign.

There’s no sense in dedicating any time to creating content or running ads if your headlines aren’t compelling. It’s like writing a wonderful book and giving it an awful cover. Potential...