Copywriting

Boilerplate

TraceyDooley — Sun, 11 Nov 2007 05:58:20 -0500

A boilerplate is usually presented in a news or press release, although even mission statements and copyright notices can be considered as types of boilerplates. It is a type of company description, usually one to two paragraphs in length that expands on the company or business represented in the release. It basically says who you are and what you do.

A boilerplate boils down to a piece of text that can be used repeatedly, without modification. So be sure to get it right the first time round.

Business card

FionaHumberstone — Sun, 11 Nov 2007 06:08:27 -0500

Quite simply the piece of card that provides all the essential contact details for clients and prospective clients to be able to contact and recommend you.

What you should know about business cards:

- UK size 85x55mm, US size 50x90mm

- Must include your name, telephone number and email address, website

- Should include your job title, company name (not always necessary if you choose to trade under your own name)

Call to action

TraceyDooley — Sun, 11 Nov 2007 06:14:08 -0500

A ‘call to action’ tells the reader what to do next. It’s usually located toward the end of ‘body copy’ in an ad, brochure, ezine, sales letter, or blog, to name a few. Your call to action (CTA) may be to call a given phone number, return a business reply card, click on the ‘contact’ link in your website, and so on. Perhaps more importantly, your CTA reveals the how to get to the last step.

Copywriting

TraceyDooley — Sun, 02 Dec 2007 16:44:46 -0500

Whenever I tell people what I do, the word ‘copywriting’ typically draws a blank. Marketing writing and advertising material gets some recognition.

But copywriting is a much bigger area, covering a HUGE range of communications, including:

• advertorials
• annual reports
• brochures
• ebooks
• ezines
• fundraising materials
• marketing materials, such as flyers, invitations, posters, etc
• press releases
• radio or TV scripts
• sales letters
• speeches
• web pages.

Desktop publishing

alicedesigns — Sun, 11 Nov 2007 07:12:46 -0500

Desktop Publishing (DTP) is the placing and positioning of text and graphics on the page to produce paper publications such as newsletters, magazines, brochures, books, etc. It can be adapted to create other paper publicity such as leaflets, flyers, postcards, networking material, business stationery, adverts, cards, posters, signs and other visual communication.

How is desktop publishing different from graphic design?

Feature

AlexStone — Sun, 11 Nov 2007 07:38:10 -0500

When thinking about marketing your business, key aspects to consider are the features of your business. Features are the drivers of your business and therefore of your marketing. Truly understanding your features will enable you to focus your marketing activities more effectively.

So what is a feature, in marketing terms?

A feature is a fact or characteristic of your business. It is also an aspect of your business designed to benefit your customers.

Examples of features

Flyer

TraceyDooley — Sun, 11 Nov 2007 07:40:55 -0500

One of the most inexpensive forms of written sales material is a flyer, aka flier. Flyers are essentially a simple direct-response brochure. Usually no more than a single sheet of paper, they can be ‘door-dropped’, used as inserts in trade or consumer publications, tacked onto a bus shelter, used as handouts, leave-behinds and so on. They can be used alone or as part of a direct-mail package.

Headline

TraceyDooley — Sun, 11 Nov 2007 07:51:07 -0500

Marketing guru Gene Schwartz wrote: "Your headline has only one job – to stop your prospect and compel him to read the second sentence of your ad."

You can apply that to any marketing piece you write, including print ads, brochures, emails, web pages, letters and more. Without a compelling headline most readers will stop right there, and then discard the rest. And your message will nose-dive into oblivion.

Help! I Need Some Inspiration – Now!

WMF — Fri, 25 Apr 2008 07:16:39 -0400

By Tracey Dooley, copywriter, marketing strategist, and editorial and creative consultant, http://www.MediaMinister.co.uk

Whether you're looking for that winning headline, a catchy strapline, are stuck with your marketing or are putting off doing those jobs you rather not do, here's something that might help get you in the flow:

1. Check out what your competitors are up to. Sometimes just looking through others' promotional stuff can trigger a fantastic idea or two.

Postcard marketing

TraceyDooley — Sun, 11 Nov 2007 08:57:51 -0500

Marketing with postcards is a less formal, more simplified form of a direct-response mailing. It is usually inexpensive and highly successful in terms of take-up, as long as you have targeted the right audience with the right offer.

Press release

ShannonCherry — Sun, 11 Nov 2007 08:59:54 -0500

A press release, also known as a news release or media release, is the written story from your company that is intended to disseminate news. It is geared towards journalists and reporters.
A press release includes:
1. Time to be Released - If it is to be released immediately it should be typed on the left margin above the title in bold faced type. If not, then you need to write "Embargoed until:" and the date you want it released.

Subhead

TraceyDooley — Sun, 11 Nov 2007 09:45:53 -0500

A subhead is a type of mini headline. It can be used to help communicate your message, make it more compelling and highlight important points.

Although usually appearing below or above a main headline to support or expand upon the headline concept, subheads are also particularly useful for targeting the online audience to break up text and emphasise important points. Most web surfers are busy and have short attention spans. They scan pages and are quick to move on if they don’t see something interesting or useful on any given web or blog page.

Subject line

TraceyDooley — Sun, 11 Nov 2007 09:46:27 -0500

Every day emails struggle to reach the relevant recipient’s inbox, only to be stopped firmly in their tracks by over-zealous spam filters. Pity the poor subject line, then…

The subject line is the first line of defence when it comes to saving an email’s life from the spam filters. According to research, 69% of recipients base their decision on whether your message is spam just on the subject line alone.

Web copy

TraceyDooley — Wed, 12 Dec 2007 08:44:34 -0500

Web copy is a form of direct-response advertising. The purpose of web copy is to generate customers, business leads, sales, and consequently profits.

Good web copy has the ability to convert web browsers into buyers. As such, it is a specialised skill, but one that can be learned.

Do not confuse web copy with web content. The latter is simply words that are put online to entertain, inform, or educate readers.