29
Apr
2010
Posted by Rebecca. No Comments
[This is an article I wrote for one of my clients, Bienalto Consulting.]
How many clicks do you hope to get when you send out a digital newsletter? Do you expect your customers to follow the links through to three or four different articles?
From our observations, most users will only click on one link in your newsletter or EDM. Put simply, they’ll read only one article or news item, and then they’re gone.
This sobering statistic sheds light on the criticality of content. What will the outcome of that all-important, solitary “click” be? Will it deliver the user deep into the appropriate section of your website, where they will find exactly what they are looking for?
Read the rest of this entry »
1
Jul
2009
Posted by Rebecca. No Comments
So, I’ve created a Wordle of my blog.
Ain’t it pretty? All those words I love, like “creative” and “writing” and “web”, jump out at me. It’s pretty easy, by skim-reading this Wordle, to guess what I do, isn’t it? And it’s also easy to see where I need to build on topics, in a bid to drive more traffic from certain keywords.
Web content managers can use the same trick to check whether their content is on target in terms of keyword frequency.
PS. Thanks to copywriting compadre Glenn Murray for his great post – SEO Copywriting is Dead! Here’s Proof… – which introduced my to the wonderful world of Wordles.
17
Jun
2009
Posted by Rebecca. 1 Comment
I went for a run last night through thick fog. It was quite beautiful to watch the oncoming headlights diffuse through filaments of white; but it was also quite eerie when the light disappeared and I was wrapped in a blanket of nothing.
That’s sometimes how my brain feels when I’m tackling a new piece of creative copywriting. Moments of brilliance; then nothing.
Otherwise known as writer’s block, I guess. So what are my top five tactics for overcoming this most pernicious writing ailment?
Read the rest of this entry »
31
May
2009
Posted by Rebecca. No Comments
As a copywriter and communications strategist, I’m often asked to help a business find its voice. It’s a challenging and rewarding task.
The business owner or marketing manager knows how they want to sound, but don’t know how to make that sound. They might say, “We want to sound like Virgin.” Or, “We want to sound cool, clever, and creative.”
But one person’s cool and clever is another person’s condescending and dumb.
Read the rest of this entry »
