Imagine if we spoke about ourselves the way some businesses speak about themselves. Imagine no more, Crocks is using marketing jargon and talking himself up.
As one frazzled freelancer said to another: “Business would be great if it wasn’t for my clients!” The Seagull, Power Tripper, Jilted Lover… not only is the customer not always right, but here are 6½ that are very wrong.
I wrote two CVs last month. One for a 13-year-old wannabe checkout assistant and another for a 50-year-old retail executive. It may just be the last CV either of them has, and the last one I ever write.
When it comes to building a personal profile and finding clients, social media is valuable for many soloists. But should passionate opinions be curbed by professional restraint? Or does authenticity demand unfiltered honesty?
As a business owner, it’s natural to want to tell the world who you are, what you do and why you’re the best. So when it comes to writing marketing or advertising copy, it’s easy to fall into the trap of only talking about “me, me, me”.
What drives someone to buy something? The simple answer is that they either want it or need it. But there’s more to it than that. Every purchasing decision has an underlying motivation that we, as business owners, marketers or copywriters, need to identify.
I recently moved to one of those touchy feely fruity phones. Hardly a significant event, until I discovered many thought I’d been sucked in and paid a premium just to carry around a logo. Had I fallen for the marketer and ignored the engineer?
Writing website copy is a unique skill. It’s totally different to writing copy for brochures, newsletters and reports. Why? Because your web copy needs to attract, engage and persuade someone in a matter of seconds.