Ideally, by convention, digital copywriting is findable, scannable and succinct. While it might be tempting to let the process be led by keyword research, this is a mistake. For better results, write for people first, search engines second. In many ways we must craft it like anything we write – trust your gut but check it.
A customer who is engaged over an email campaign is far more valuable than one on social media. Generally they are receptive to your messages – if you are providing value to them.
In the age of adblockers and GDPR, email is still the last best remaining vestige of opt-in marketing. It is important to understand the customer and develop an exchange – it’s an opportunity to develop your profile, develop leads and generate sales.
Thou shalt not mix thy metaphors. This content marketing presentation by Squaredot purports to offer data driven insights. It’s well designed and interestingly, from my point of view, a key insight is that companies find it hard to write. But this pres botches the metaphor and it doesn’t know if it is a commandment or a bible. I’m fussy, you see, but this is why I gets paid the big editorial bucks.
One commandment that didn’t feature in the Bible and which I would like to tack on to the end, Revelations style, in what I will call the 666th Commandment (I’m all in now) is – have fun. Continue reading
I was asked by a large commercial publisher in Dublin to write a few articles for a magazine targeted at the local business community.
With the capitalists of the capital in mind as the target audience, I had to come up with something that was based on commerce in my local area. I wore out some shoe leather by going from door to door to get the hip cats of local business into the piece but also, through informants on certain social media services, I uncovered one particular gem. In the local traditional Italian-style fish & chips shop a young immigrant has been developing his own line of gourmet gelato – hand crafted from only the finest ingredients. Continue reading