Copywriting

Speakers discuss why print still works, how it can be integrated into a multichannel marketing mix, and the future of catalogs.

Can’t wait to promote a brand-new product in your online store and watch the sales come rolling in? Have you included a quality image, the name of the product and maybe a few specs about it? Will that be enough to get your product found on the web when consumers do an online search? Most likely not.

Lackluster, nondescript and misinformed creative is a problem that’s actually getting worse despite the sophisticated tools creatives have at their fingertips. This malady is rampant in the design world. It’s often caused by thoughtlessness or lack of experience or training on the part of those who are given the job of design, copy and production of your email program, catalog or website.

The most substantial fallout from postage increases, higher costs for paper and printing, and a weakened economy is the reduced use of mail in cross-channel marketing campaigns.

Is the present economy stretching your budget to the limit? As a business owner, you may find yourself putting projects on hold because financial resources are limited. Projects such as writing a sales promotion to generate new leads or updating web content are often placed on the back burner until the economic climate improves. However, overlooking the need for sales-generating copy can leave your company treading water or worse — handing your marketplace positioning to your competition on a silver platter.

I read in the news that this past Black Friday revealed a new consumer: one who's cash-only and who arrives at the store with shopping lists in tow to keep their focus narrowed so they won't get distracted into spending more than they planned. Ouch!

This complimentary whitepaper outlines the 10 most popular SEO copywriting myths, discusses current best practices and is chock-full of real-world examples on effective SEO copywriting

Many catalogers have merchants select the products for each two-page spread, then hand them to designers/copywriters to make them look and sound good. But that process can miss the middle step of analyzing how to make each two-page spread sell harder. Here's a prescription for a checklist to help you add that analysis step. Follow it and your catalog should sell better soon.

Mindful merchants know that one of their main roles as brand builders is customer motivation. They know just when the power of a gentle nudge (via strategic cross-sells, meaningful upsells or properly placed point-of-purchase teasers) or a more forceful jolt (you must have this!) is necessary to prompt a sale. In today’s selling environment, with consumers more cautious than ever about their spending, merchants are required to use their motivational jolt skills more often.

To bring new life to product descriptions, appeal to the different emotional needs of consumers. Depending on your target audience, choose the emotions you want consumers to feel about your products, and bring more variety to your product descriptions.