Sell on benefits, but which ones?
The benefits that seem most obvious aren’t always the most powerful.
Sell on features, not benefits
Sometimes, the old adage about benefits v features just doesn’t apply.
Buy this, it’s perfect
Exaggeration is the default mode of expression for a lot of copywriting. Is there a better way?
Know your B2B value proposition
Before you approach customers, you should know the particular value and benefit you offer them.
How to write a company tagline
Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.
The pros and cons of scary copywriting
Scaring the reader by invoking ‘negative benefits’ can work, but it’s a high-risk tactic.
No USP? No problem
Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.
Why entrepreneurs love copywriters
Copywriters can provide invaluable aid to entrepreneurs, helping them to clarify new products or propositions through the discipline required for copywriting.
Benefits: the key to effective copywriting
All good copywriting needs to communicate benefits if it is to reach customers effectively.
In praise of simple copywriting
Often, the best copywriting ideas are the simplest. But it takes courage to use them
Copywriting for relevant attention
Although it’s tempting to case the net wide when seeking attention, what you really need is relevant attention – attention from potentially interested readers.
The best copywriting focuses on your customer, not your company
A common pitfall of copywriting is to focus on the product itself, or the company selling it. Instead, effective copywriting focuses on the customer.