When it comes to improving your writing, there’s lots of low hanging fruit. Here’s three of them.
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Content marketing and email automation.
Slogans in particular, and copywriting in general, don’t necessarily have to be high-minded clever phrases that tap into deep corners of your psyche. They can be as simple as articulating your main benefit in a way that connects with your customers. Here’s a great example.
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Every professional service provider should work from a framework. Here’s mine.
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The PS field in your marketing emails is a great opportunity to promote adjacent content. Don’t let it pass you by!
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Lots of tone of voice guides are just generic writing guides.
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Copywriting is not as important as a lot of people selling copywriting courses would have you believe.
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Marketing teams often find themselves on a hamster wheel of perpetual website redesigns. This is often not the best use of their time, because while a website is important, it is just one tool in your marketing toolbox. Over-value it at your peril.
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A lot of the stuff David Ogilvy wrote in the 1960s is just as relevant to copywriting today - even though it was a completely different world.
Read More![[VIDEO]: Joel Klettke tears this website down](https://images.squarespace-cdn.com/content/v1/5a2dcb3db1ffb690d433ad2b/1625706744455-BL11TIMKJ2AA3F1PASTD/unsplash-image-9Zjd7PE_FRM.jpg)
Pro as copywriter Joel Klettke did a great review of my website. Take a look - the 14 minute video is jam packed with advice that any professional services provider should follow.
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Want messaging that actually makes a difference? Talk to your sales team
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Your sales team is a great source of feedback on your content. Use them!
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The process behind your work can be both a differentiator and a message that cuts through the noise. Use it to connect with your audience and show your value proposition.
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Get more value out of your case studies by using different aspects of them for different stages in your purchase funnel.
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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.
Read MoreIt’s hard to hire a copywriter. These four tips make it easier for you to find someone who’s a good fit for your project.
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There’s money to be made by marketing to the middle of your purchasing funnel. So why isn’t anyone doing it?
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Providing services is a great way to burn yourself out while also delivering close to zero value. Building assets is a way to deliver value and keep your head above the water. So why do so many teams insist on doing the former?
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Marketing personas are a great idea in theory, but they often fall flat on their face in practice.
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