TIP: Focus your copy on one idea.
EXAMPLE: A vintage ad built around one idea
THOUGHT: The traditional top-down content approach can be turned on its head.
Find out how people got to your copy to make assumptions about their stage of awareness, an example of positioning in this silly little bucket, and my thoughts on evolving from a vendor to a consultant.
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Driving 30 minutes, borrowing money to buy a car and tools that help you switch software - what do these all have in common?
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If you don’t have strong positioning, there’s probably not much point in paying a fair whack for website copywriting. Just quickly get something out there then move on to something more impactful.
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Get more customers by positioning yourself not against your competitors, but against the other ways people could be solving the problem you solve.
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Every professional service provider should work from a framework. Here’s mine.
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“Features tell, benefits sell” is not always true. In fact, sometimes the opposite is true.
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Simon Sinek’s advice to “start with why” is terrible and you should not follow it.
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Buying a salesperson a new suit doesn’t make him or her any better at selling. So why do we treat our websites like this?
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What’s a marketing team to do when the entire economy is shut down? Here’s three ideas.
Read MorePositioning is a critical bit of your copywriting, content strategy and even your product strategy. Here’s a book recommendation on the topic, some advice you can take away, plus some examples of great positioning I saw in the wild.
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“Start with why” is generally terrible advice - but it has its place. One of those places is in your welcome email. Here’s how to use your “why” to write a welcome email that truly connects with your new contacts.
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