Blue Spur

Writing Attention-Getting Marketing Copy

When you think of attention-getting marketing copy, do you see images of those old call-outs in the star-burst? They said things like NEW, BONUS, and FREE. I’ve written a few when a client insisted. I generally avoid them in favor of something less manipulative and more persuasive. The way to persuade a customer, really peak their interest, is with a headline that talks about their interest. Start bursts may catch customer’s eyes, but it’s customer-centric copy that catches their attention.

Reader-Friendly Writing for the Web

So search engines find you and you have well-written, valuable information, but is your insightful article easy on the eyes?

Writing for the web has been described as a balancing act of writing content to capture the interest of the search engines (SEO) and writing to keep the reader’s interest. It’s really more than that. Because you are also writing to the screen, you have to write in a way that is visually divisible to give the tired screen-scanner some optical breathing room. So essentially you have three audiences:

Getting on Message in Marketing and Sales

We’ve all seen the ad that lists features and boasts great value. Are we sold? Not really. On the other hand, great ads get my attention and keep me thinking about them until I’m persuaded to do something.

Is this Real Marketing or More Lip Stick on the Pig

Ford is announcing a big "marketing" splash during an upcoming American Idol (story), and I have to wonder if this is real marketing or just putting more lipstick on the pig.

Number One Half-Truth About Pricing

I’ve worked with companies who have great products, great messages, and great customer service, but their pricing just kills their whole marketing package. Customers love hearing about the product, they spend time reading through web materials and brochures, and they even express a desire to buy the product. Then they see the price.