How Every Creative Must Think about Marketing and Advertising

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Albert Lasker. Mel Martin. Eugene Schwartz. Robert Collier. Victor Schwab. David Ogilvy. John Caples. Maxwell Sackheim. Bill Jayme.

Copywriters who wrote beautiful copy. Ads that drove results. As David Ogilvy said, “We sell or else.”

This is the point. Advertising comes in two flavors: artistic and mechanical.

One obscures the message and is judged by its originality. It conforms to the principles of art.

The other clarifies the message and is judged by performance. It conforms to principles of copywriting, of advertising.

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Steal This Trick: What Confident Content Marketers All Have in Common

man with wide eyes and glasses - stand out by getting weirder

Editor’s note: The original version of this post was published on October 23, 2009.

There are a million techniques that make your content better and more popular.

(Probably a half-million just here on Copyblogger.)

Strong headlines, smart copywriting techniques, storytelling, humor, etc.

But there’s one insider trick that makes the rest of it easy.

It starts from the very beginning, when you’re figuring out what type of content you want to produce.

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What it Takes to Leave the Corporate World (and Not Look Back)

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Today’s guest on Hack the Entrepreneur is the founder and CEO of Small Business Trends, an award-winning online publication, which offers breaking news and advice for small business owners.

She is a former corporate attorney that left that corporate life and founded her own company in 2003.

She is considered an authoritative voice on small business issues and has been noted and quoted in respected publications (such as the Wall Street Journal).

Her name has appeared in multiple “top” lists, and she was featured as one of Hubspot’s 100 Most Powerful Women on Twitter.

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7 Common Mistakes Writers Make When Pitching to Editors

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Do you have pet peeves about human interactions? What types of behavior absolutely drive you nuts?

You could hate when someone doesn’t say “thank you” when you hold a door open for him or become extremely irritated when someone chews gum too loudly.

Editors are humans with pet peeves, as well, so if you’d like an editor to review — and possibly publish — your writing, there are certain actions you should avoid.

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Do Millennials (Really) Hate Long Copy?

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Allow Demian Farnworth to tell you a story. A story that you will probably be able to relate to in some sense.

It’s about a stout, whiskered man who thinks sound decisions can come only from a cool head. And that copy should always be short.

“I would never read this. It’s too long.” That’s a pervasive sentiment that will never die. Demian runs into it all the time, most recently with a young man asking for studies, who was suggesting Millennials would not read long copy. That they all have ADHD.

That thought is baloney. Here’s why …

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Launching a New Product? These 5 Tips Will Get You the Testimonials You Need

girl with butterfly net - how to capture those elusive testimonials

Take a moment to try this thought experiment … At what point in your life did you look at your birth certificate to confirm that you were indeed born on the day that your parents said you were born?

For most people, the answer is never. You simply took your parents’ word. Because you trusted them.

Your parents hopefully did a lot of things to help build that trust — like feed and clothe you, teach you lessons, play with you, and protect you. People who don’t have that experience, however, feel something entirely different: they question everything. They don’t inherently trust.

For most of us, though, if we read or hear something from someone we know, like, and trust, we accept it without question.

As an entrepreneur, you need to think of your customer as a child who’s been burned one too many times. Who’s been hoodwinked, ridiculed, and neglected. Who’s defensive, reserved, and hard-nosed.

In fact, this is the case. Your job is to win the trust of that child.

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