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Five Ways to Make Your Marketing Copy a Whole Lot More Engaging

by Nick Usborne  |  
April 9, 2018
  |  4,854 views

Before the Web—a zillion years ago now—marketing copy was a one-way, broadcast affair. Companies simply pushed their promotional messages out through mass media.

And their audiences had no way to push back.

The Web changed all that because it's a two-way—or multi-way—medium.

It's the perfect medium for marketers to truly engage with their readers and viewers. It's a place where you can really listen and get into conversation with your prospects and customers.

Wonderful. Transformative.


And yet...

Here we are, more than 20 years after the arrival of the Web, and most marketers are still in push mode—still broadcasting their sales messages at their audiences.

Perhaps I exaggerate a little when I say most markets are still in push mode. But if I do, it's not by much. Pretty much every one of us could do better.


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Nick Usborne has been working as a copywriter and trainer for over 35 years. He is the author of Net Words, as well as several courses for online writers and freelancers. Nick is also an advocate for Conversational Copywriting.

LinkedIn: Nick Usborne

Twitter: @nickusborne

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  • by William Tue Apr 17, 2018 via web

    Nick Usborne's advice is spot on. It works for nearly any kind of writing for the web, emails, letters, and other projects.

    I would only add that it's best to focus on benefits to the reader rather than features about yourself or your product/service. Appeal to what readers really care about!

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