Copywriting Blog
Miss Massachusetts* Explains “What’s Up” With Her Generation
/in Other, Social Media/by Anna GoldsmithShe’s never watched MTV. To her, “fleek” is the new “cool.” And no, she doesn’t feel guilty about illegally downloading movies. A few weeks ago, I was in a discovery call with a new client. We were trying to create marketing collateral that would resonate with their target consumer: the college student. Luckily for us, […]
Web Writing for Healthcare: Our Guide to Doing It Right
/1 Comment/in Web/by Dan O'SullivanYou can find countless articles online about best practices for Web writing. But what about Web writing for healthcare institutions in particular? Not so much. I’d like to fill that gap. But first, a clarification: This article covers consumer-facing copy about clinical service lines and programs that lives on a hospital’s website. Now that we’re […]
My Grudging Admiration for Geico’s Advertising
/in Branding, Kvetching/by Dan O'SullivanAs a consumer who is also a marketer by profession, a brand’s advertising can sometimes inspire conflicting emotions in me. Case in point: Geico. In my day-to-day life, I’m assaulted by Geico’s advertising ad nauseam. “Fifteen minutes could save you 15 percent or more on car insurance,” my TV, radio, phone and laptop remind me […]
Staying Relevant: Two Major Hurdles for Facebook
/in Social Media/by Anna GoldsmithIn just over 10 years, Facebook has changed how we live, work and think, becoming the primary way many of us stay in touch with friends, share family photos and keep up on news. And of course, waste time. When I went on a digital fast last fall, Facebook was the hardest thing to give […]
Naming Disasters: Three Pitfalls to Avoid
/1 Comment/in Branding/by Anna GoldsmithIs “Milton” more likely to get beat up on the playground than “Jake”? (Absolutely.) Should we spell “sneakers” with a “z” at the end? (Absolutely not.) Is it trademark infringement if there’s a company with the same name, but they’re on the other side of the country? (You’d better check.) Whether we’re talking about a […]
How Graphic Designers Make Life Hell for Copywriters, and Vice Versa
/3 Comments/in Design, Kvetching, The Writing Life/by Dan O'SullivanThe relationship between a copywriter and graphic designer can be a beautiful, harmonious thing — or it can be a disaster because each does things that drive the other one nuts. I’ll start with my perspective as a copywriter who has worked with dozens of designers over the past 20 years. Here’s one that kills […]
The Sizzle and the Steak: The Art of Writing Great Product Copy
/in Catalogs/by Anna GoldsmithI used to work as a copywriter for Brookstone, a company made famous by its vibrating massage chairs, often seen in airport lounges, nail salons and your parents’ basement. If waitressing was the job that taught me about time management, Brookstone is where I learned to sell just about anything. Because that’s what I had […]
What Can Content Marketers Learn from Rolling Stone’s Mistakes?
/in Content Marketing/by Dan O'SullivanIn November 2014, Rolling Stone published a disturbing story about a gang rape at a University of Virginia fraternity. The account has since been discredited. Rolling Stone‘s missteps in reporting the case have been a cause for self-examination within the magazine itself and the journalism industry at large. What can content marketers take away from […]
The Second Question to Ask When Writing for the Web
/1 Comment/in Web, Writing Tips/by Dan O'SullivanAny good writer knows the first question to ask when creating marketing materials: Who’s your audience? Everything you do flows from the answer. When writing for the Web in particular, what’s the second question to ask? I’d advocate for this: What action do you ultimately want site visitors to take? Let’s look at two examples […]
Kindle: The Love of Reading (Alone in Your Depressing Kitchen)
/in Kvetching/by Anna GoldsmithLook at this ad. Which reaction feels more like the one you’re having — be honest. Don’t think too hard. A. Oh, look at that happy little girl reading! How cute! B. Dear God, what is our world coming to? Here’s what I suspect: If you picked “A,” you’re 30 or younger. If you picked […]
