Copywriting

Who Are You Really Talking To?

February 5, 2010

The starting point of effective communication is a clear knowledge and understanding of your target audience. You need to know two things about your target audience: who they are; and what they really want. Covering these bases isn’t as easy as it may seem.

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What’s Your Story?

January 22, 2010

One of the crucial parts of good copy is a good story. People love stories. We’re raised on fairy tales as well as stories from our parents and family. Yes, even our boring old aunt’s stories that she tells over and over again. Secretly, we love them. We build relationships with stories. They’re how we [...]

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Does Your Copy Have Feeling?

November 19, 2009

Why does a piece of copy fall flat, even when it’s benefit-oriented and directly addresses your target market’s urgent problem? One reason could be that it lacks feeling. Your copy may convey all the facts about your service or product accurately. It may be well-written in terms of grammar and style, but if it doesn’t have feeling, [...]

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What Your Market REALLY Wants: Features & Benefits

October 26, 2009

One of the most basic concepts in copywriting are “features” and “benefits”. When I first started learning copywriting, I was told that I had to be able to list a product’s features and its benefits. As I became a more experienced copywriter, I found out that most people – including other copywriters – have a [...]

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Tell It Thursday: Stiletto

April 9, 2009

photo credit: geishaboy500 Yesterday’s Wordless Wednesday post was a picture of stilettos. People who know me would wonder at my choice of that picture because they know that I never ever wear high heels, much less stilettos. However, I chose that picture – not only because it coordinates with the color scheme of this blog [...]

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