Focus On Action
Every marketing communication needs a clearly defined result. Very often, the outcome you seek is NOT an immediate sale. It may be to capture a lead, to stimulate a phone call, to prompt a download. Selling is a process of many steps. The art of effective copywriting is to focus on the next appropriate action.
Sell By Teaching
Most businesses benefit from educational marketing. You have knowledge your prospective customers would like to possess. Share it with them and they will see you as a trusted expert, making them more likely to buy.
Web Copy
Your website is where your messaging is likely to be most visible and most complete. Writing for the web is a skill in its own right, demanding extreme clarity and liveliness to hold the attention of impatient visitors.
The Art of Conversation
The old internet was a mass of digital billboards, all trying to grab customers. The new internet is a global coffee shop where everyone is talking to everyone else. Smart marketers know how to participate in the digital conversation — never pushing for the sale, but always helping it happen.
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