Good copywriters have a distinct voice—and know when to crank it up or tone it down. Great copywriters know how to take on someone else’s voice entirely. They have a distinct voice, too, but they can manipulate it and disguise it to achieve a desired effect.
“I get why a blog would build my community. But I really don’t think it’ll help us with our revenue stream.”
The B2C marketing director that says that may be used to watching his audience come in at the bottom of the sales funnel.
Much has been written in praise of meaty, 2,000-word posts. In my view, these monstrosities only make sense in the context of groundbreaking research, a novel compilation, and stunning graphics, as with a white paper.
I understand the SEO and shareability value of these lengthy posts.
Recently, the founder of MarketSmiths listened to a presentation by a sales representative for managed IT services. By the end of it, she had a great idea of what his company does—installing servers, designing cloud solutions, strategizing disaster plans, managing networks—and who they do it for (small to mid-sized businesses).
Cliché [klee-shey, noun]
a trite, stereotyped expression; a sentence or phrase…that has lost originality, ingenuity, and impact by long overuse.
Dirty little secret:
clichés are an essential part of a good copywriter’s toolkit