We haven't dished any copywriting 101 tips for a bit, so I figured it's time to divulge what I think could be the best tip Team Impressa has.
Search engine optimization is important for most businesses' web presence, and content is a huge part of SEO. When folks first realized this, the content trend was kicked off. If search engines wanted content, then content they'd get. SEOs were turning out web pages by the ton, and content farms were born to churn this all out on the regular. This content catered to the search engines almost exclusively--a lot of gibberish was whipped up to get the attention of web crawlers. Pages existed purely for the purpose of slipping in more keywords and links. It didn't matter if the words there made any sense or served up any value to real people, but who cared about real people?! They weren't going to get you to the first page of the search results. But that's all old news.
It’s a blessing and a curse to work from home: a blessing because it means you’re capable and trustworthy enough to stay employed without having to go into the office every day; a curse, on the other hand, because you almost have to produce higher-quality work than your office mates if you want to keep it going.
Writing works a little differently for a business professional than it does an artist.
A few weeks back, I was doing routine maintenance on my bicycle when it came time to change the rear wheel’s tube. The job, one of the easiest to perform, as far as basic maintenance goes, should’ve taken ten minutes, maybe fifteen if I went slow.
Thirty minutes in, for some reason I still hadn’t finished the job.
The worst mistake a copywriter can make is falling in love with a first draft.
Reason being, that first draft of a piece is little more than a brain’s baby steps on the path to a much better, more fully-realized finished product. Before you get too impressed by your own genius, you’ve got to understand that most of what comes out first in your copywriting won’t, and shouldn’t, be there at the end. Not in that same form, anyway.
Joe Pulizzi’s Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less is one of the books I get really darn excited about. Like Content Rules, I wholeheartedly recommend it to our clients when I can, and if you are a current client and don’t have a copy—give a shout! I’ll send you one.
The following sentences say the same thing in two different ways. As you read each, think about which you prefer:
Originally published in Las Vegas’ Infinity Business Magazine
When it comes to creating content that speaks to women, the best intentions often go awry. Social conditioning, Sex and the City, religious traditions, advertising, social media, and more have all planted seeds in your brain. Even if you fight it, some have taken root. This is why, even with care, content missteps—ranging from laughable to cringe-worthy to public relations nightmare—happen.