James Garvin of U.C. Davis joins Sonia to chat about the evolution and future of online education, as well as a new collaboration between Copyblogger and U.C. Davis!
Content Marketing Articles and Advice
The latest content marketing articles and advice from Copyblogger. For an introduction to content marketing, check out Content Marketing 101.
Like David Ogilvy, mid-20th-century ad man Rosser Reeves promoted a hard-sell approach and thought advertising should do one thing: sell.
And sell he did.
Campaigns for Viceroy cigarettes, Carter’s Little Liver Pills, Listerine mouthwash, and Colgate toothpaste boosted sales and put these brands on the map.
His goal was to get customers to recognize a specific brand proposition — what has become known as a unique selling proposition (USP).
But what exactly is a unique selling proposition? And why is it so important?
One of the most repeated rules of writing compelling copy is to stress benefits, not features.
In other words, identify the underlying benefit that each feature of a product or service provides to the prospect, because that’s what will prompt the purchase.
This is one rule that always applies, except when it doesn’t.
We’ll look at the exceptions in a bit.
July 4 is Independence Day here in the States, which, for most of us, entails the risk of losing:
- Your fingers to cheap fireworks
- Your waistline to hot dogs
- Your liver
All of which, as a red-blooded American, I support wholeheartedly. But if you’re spending today celebrating the country’s independence, how about giving some attention to your own personal independence?
It might be independence from a day job, financial stress, or even a mindset that’s keeping you from making things happen.
Here are three of my favorite tips for declaring your own individual independence.
If you’re a writer, you might have heard this most of your life:
People don’t make a living writing. You should find something practical to do with your life.
Smart, capable writers grimly pass around war stories on Facebook. Penny-a-word assignments, clients who don’t pay, disdain for our craft, and disrespect for our profession.
And yet, look around at this digital world so many of us spend our lives in — it’s made of words. The technology to produce digital content exists because we create words worth sharing.
Text, video, audio — it all needs great writing if it’s going to be worth spending our time on.
If writing is your profession and your passion, you can accept crap assignments for crap money and crap treatment.
Or, you can choose something better. Because there is something better.
In the time I’ve been writing professionally, I’ve noticed some necessary traits, abilities, and strengths that make the difference between life as a well-paid writer and life as someone who likes to write but can’t seem to get paid for it.
Here are seven of the most important.
If you’ve ever had the pleasure of purchasing a diamond, you’re probably familiar with the four Cs that determine its value: Cut, Clarity, Color, and Carat.
As the Editor of a national online publication, I’m faced with the task of assessing the “value” of articles that are submitted to me every day.
The value of an article depends on its ability to resonate with readers.
Any editor will tell you that predicting what will strike a chord with an audience is an inexact science. But, over the years, I’ve developed my own system of three Cs that help me effectively evaluate the quality of an article.
I check for:
And the beauty is, you can also use the three Cs to decide whether or not your work is ready to be published.