Marketing Writing Resources for Creative Copywriters

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About 10%-20% of all emails you send—even to people who requested them—will get accidentally routed to the junk/spam folder. What about that other 80%-90%? Those emails may not be spam, but they will have definitely broken some of these six rules for avoiding a one-way trip to email oblivion.

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If you want to drive traffic to your website, which media should you use? Too many people suffer from an "oil and water" mentality when it comes to mixing online and offline media. But they work well together. And when you need to drive online traffic, an integrated approach can often work wonders.

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Historically, companies that monitor links to their websites haven't looked kindly upon inbound "deep links"—links to site pages other than the homepage or other top-level pages. But the truth is that deep links can actually be really good for a website. Here are five benefits they provide.

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E-commerce sites can be particularly challenging for search-engine optimization (SEO) because they tend to lack unique, relevant content. The challenge can be easily (though not necessarily quickly) overcome with these five content techniques that can help you search-optimize e-commerce websites.

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Poorly designed questions and scaling problems can derail your research efforts faster than you can say "the cat in the hat"! To help you avoid a few of the more common and onerous problems, this article explores two separate but related questionnaire-design issues: matrix questions and unbalanced scales.

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People tend to open an email based on the two things they can see in their inbox: the From name and the Subject line. If recipients receive an email from a sender they do not recognize or trust, they are less likely to open it. If an email with a "suspicious" Subject line lands an inbox, it's most likely to be deleted or marked as spam.

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Most marketers are eager to achieve a level of engagement with current and prospective customers, but the majority stop dead in their tracks when they consider this question: Where am I going to find the time to develop all the content necessary to do it? But here's a little secret: Engaging customers online with content does not have to be difficult.

CONTENT TYPE: Article | TOPIC: Writing

Those who write in corporatese love a paradigm, whether it's new, shifting, or otherwise. And they would never think of simply using something when they can leverage it. But there's a better way.

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Most companies do a fairly good job keeping pace with technologies. But the harder, yet more rewarding, work involves keeping up with how people use the Internet to learn, communicate, shop, and entertain themselves. By matching your Web presence to your customers' Web habits, you stand the best chance of winning their confidence and cash.

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To some, June means the official start of those lazy days of summer. To many retailers, though, June is a busy month, because it's when they pick up extra revenue from those shopping for "Dads and Grads"—Father's Day and graduation season. How do you get your share of that revenue?

CONTENT TYPE: Article | TOPIC: Social Media Marketing

My first-ever two blog posts have received 159 comments and have been tweeted 272 times. I'm simply stunned. But my foray into blogging has shown me that it can be a Herculean task to keep up with responding to comments and tweets while balancing clients and life. The reality is that this first week as a blogger has kicked my butt.

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To successfully reach the Hispanic audience, marketers should understand that what works with the general market can't simply be transferred to the Latino market. Instead, messages must be culturally adapted to capture the thought, meaning, and feeling, not just the words.

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This is the strategy: Get company executives or yourself published in an editorial context for significantly greater marketing credibility than self-publishing another whitepaper that just sits on your website.

CONTENT TYPE: Article | TOPIC: Writing

When you're marketing to global audiences, your messages must be accurate, concise, and targeted to establish consumer trust and brand loyalty. Satisfied customers often result in repeat purchases and increased return on investment (ROI). That is where translating marketing content comes into play, ensuring that messages are properly conveyed to various global audiences.

CONTENT TYPE: Article | TOPIC: Writing

As marketing professionals, business owners, and salespeople, our livelihood depends in large part on our ability to communicate. And as we prepare for our next marcom project, marketing campaign, sales presentation, or public-speaking opportunity, we would do well to call to mind the lessons to be learned from Lincoln's masterpiece.

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One has only to scan news reports from the beginning and the end of the past decade to see how much our language has changed in the interim. The usual suspects—technology, consumer culture, politics—were joined by new agents of lexical change: think terrorism, economic instability, and social networking. Here are some language trends to be looking and listening for in the decade ahead.

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A best-practice is the generally preferred practice, one that will make your company more money, thus making your boss happy, which in turn will make you happy. If it were only that easy.

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Which converts better and drives more sales: long-form copy or short-form copy? "The more you tell, the more you sell," claim the adherents of long copy. "No one has time to read below the fold," counter short-copy partisans. Of course, both sides are right...

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How can you ensure that your translated campaign carries the impact of the original? More important, how do you avoid the enormous cost (new creative, photography, design) of having to launch a new marketing campaign for each local market?