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The Multi-Disciplinary Nature of Web and Digital Copywriting

16 June, 2013

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Customers generally do not just drop from outer space onto a web page. A user has a thought, a series of synaptic firings, an experience before they ever reach a page of digital content. The variety of external triggers and influencers that direct people to content are many and it becomes increasingly clear that I […]

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Error message du jour

4 June, 2013

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I found this gem of a 404 error message today on fitsugar.com:  

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Content “Zumba” – Lose the Lazy

28 April, 2013

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If you’ve ever seen one of those Zumba infomercials or participated in a Zumba class (very hot right now), then you know it’s not for the lazy. The point is to get moving, burn crazy fat, all while having fun. Simplified–it’s moving around versus sitting still. Growth vs. decay. Hypertrophy vs. atrophy. If your digital […]

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Eye Catching Footnotes

11 April, 2013

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The almost forgotten footnote — used widely in print, but infrequently online. Which may be a good thing, b/c when something like a footnote is not plastered everywhere, there’s more opportunity to leverage it when really necessary.  I opt for the traditional hierarchy of footnotes: *, †, ‡, §, ¶, || (the true hierarchy of […]

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Prove Content Value and They (and I) Will Pay

18 March, 2013

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Hulu. Which Test Won. PicMonkey. These are just a few of the sites I use regularly that deliver awesome content– I know because much of it has been presented free either in the past or is currently and I have benefited from it. That’s key….I have benefited from the free content (on multiple occasions). Because […]

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Do you think outside the body copy?

17 February, 2013

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Traditionally, web copywriters write a lot of body copy….text that typically occupies the middle column of many webpages. And the other stuff (headlines, calls to action, button text, form text, etc. ) gets added by developers, designers, and even business owners themselves. Why? Because the text needed is short-ish in length and therefore “easy?” Because […]

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Can’t Keep a Good Blog Down

7 February, 2013

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Content marketing alternatives can’t outdo the no-brainer-ness of blogging. Publishing original content on a blog, on a regular basis, continues to be one of the best strategies for drawing search engine “love.” Low barrier to entry – you can get a standalone blog for free (I have a handful of them that I’ve blogged on […]

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Long Page Content – The Biggest Challenge

29 January, 2013

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Getting customers to scroll beyond the fold for a long page of content is not the biggest challenge. It’s a challenge, but not the crux of the problem. Because given the opportunity to chew on that truly remarkable content going on down below, they will scroll, and scroll, and scroll–if you can show you have […]

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A great company story

17 November, 2012

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Kikkoman’s recent commercial delivers a compelling company story in words and visuals then drives engagement even further with the call-to-action to learn more of the company’s “story” on its website:  

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“Trust Me, I’m Lying…”: What Does This Book Stand For, Anyway?

16 September, 2012

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“Oh, the tangled Web we weave….” I have seen the tip of the iceberg many times. Charted courses close-by. I don’t think it’s possible to work as a web copywriter for clients who drive profits by the measure of traffic and clicks  to miss this iceberg jutting out of the wide Web sea. But in […]

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An “Oops” or Smart Email and Content Marketing?

18 August, 2012

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Yesterday I spotted this subject line while scanning my email inbox: What did I do? I opened it to see what I had erroneously been sent…. What did I do then? I went back to my overstuffed inbox and now looked specifically for the email I’d been sent “in error”–the one that contained this “Best […]

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Testimonials 1

15 August, 2012

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I like the use of the couple of testimonials front and center on this CakeHealth landing page: Think I would have tweaked the headline to include “your” — as in “your healthcare.”

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Victorinox’s “Case Studies” – Swiss Army Knives in the field

14 August, 2012

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Case studies allow leverage of product in use, service success, and personal stories customers can relate to. Victorinox has just launched a new ad campaign built around its customer “stories.” I clicked into it from a banner ad on Wired.com: Landing page carousel engages users in a handful of customer stories: Clicking into any story […]

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Driving Content from the Home Page

7 May, 2012

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Notice how Pepsi uses a tiled homepage as a springboard to diverse content. I wrote about content snacking awhile back. This is about as snack-pack as you get. A lot going on here from promotional to real time social media updates. deeper content:

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Future Shock: Me, Writer, Parsed to Algorithm

2 May, 2012

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No machine is created or programmed that does not first have the stuff of a human’s brain input into its guts. The meta words and language currently being used to power Narrative Science’s writing machine is thought to be based heavily on the unique language of “famed early-20th-century sports columnist, Ring Lardner. People are always […]

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In Efforts to Sustain Fresh Content

14 March, 2012

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I know “committed” bloggers and writers post according to a disciplined editorial calendar. That’s not me. I am disciplined with work and with my clients, but frankly I’m just so burned out on others talking that I can’t even stand the thought of trying to add more to the din. Crickets would be nice right […]

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