Web Copy Specialist

Let’s get it out on the table and say it like it needs to be said. I’m an advertising copywriter and web copy specialist, and I say…

Content is NOT king.

I used to say it is, but no longer. I was thinking about it from the wrong perspective, and I suspect many of you are, too. If content is king, then refined, white sugar is good for you. Partially hydrogenated fats are, too.

No, it’s not a matter of filling up the white space with chunks of content. If that’s all it took, the New York Times wouldn’t be losing subscribers so quickly and selling their offices.

So…you may be asking…well, if content ain’t king, who or what is?

I’m glad you asked. The short answer (and a word I love) is…quality. Language, communication, the arts, and media may go through fads and even trends. But one thing separates the short term content from the lasting content: you guessed it…quality. Quality tells the content who’s boss.

I’m not talking about prosaic, poetic masterpieces…although they have their places in the world of quality. I’m talking about objective, inherent, observable quality.

And it comes through not only in the way the words flow together into well-expressed thoughts. But also the way the words work for their master, or in other words, the person or company putting them to use. If the quality of the words is there in readability as well as the successful results of the content, bingo! Somebody wins.

If a website, autoresponder, email, direct mail piece, or even simple letter is just thrown together for the sake of filling up the space, (buzzer noise)….can you say “air ball”? Or “lead balloon”?

There are a million places to get cheap “content” for your business or website nowadays. And there are dozens of ways to lose money by going that route. This isn’t a defense of my extremely high fees (because they’re not really). It’s an explanation of why you need to know Quality is King.

Stay tuned,

P.S.  Quality web copy from a creative web copy specialist will end up costing you much less in the long run. Of course, I’m going to tell you that’s me. But make me prove it. We can both benefit. Contact me, today.

Tags: cheap content, web copy

Where Do Ideas For Creative Copy Start?

You stare at a blank, white screen. It stares back at you…taunting you…daring you. Nah, nah, nah, nah, nah…

And it doesn’t matter that your client’s deadline is tomorrow at noon. You just don’t have that idea for a headline you thought you would. Has this ever happened to you? If it hasn’t, great. If it has, stop working and start reading…the news.

And online news sources would be a great idea. For example if you go to Fox News and check out the current page on peanuts and salmonella, you could get your brainstorm started.

Sure peanutes and salmonella isn’t the most popular, idea stimulating topic, but look closer at the page. What else do you see? Over there on the right…what’s that? Ah ha! A little ad. Guess what it’s about…

Food.

On a page about a food bacteria…I think that’s very clever. The advertiser knows people are drawn to negative news like dogs to bacon. So they carefully place their ad talking about their food that won’t kill you or make you sick. That’s just good stuff.

Of course the ads rotate and other advertisers show up, too, but they probably know about mankind’s sense of morbid curiosity, too. It’s not always about a perfect match of content and location. Sometimes it’s just a matter of being where the looker’s eyes roam. Then place some rich, relevant, creative copy…and snap, crackle….pop.

Think of some other things you can do to place your client’s information in front of the curious eyes. Your creative copy and their cool information might just earn you…and your client much more than peanuts.

Best wishes for a week of internet marketing success…

Stay tuned,

Tags: internet marketing, success

Ah, distraction can be such a seductive mistress.

Resist the temptation. Focus. Keep your eyes on the prize. What prize? The prize you started heading for but took your eyes off when something seductive and shiny caught your attention.

You know what I’m talkin’ about. It used to be called the “greener grass” on the other side of the fence. But you know what? That grass still needs to be fertilized, watered, and mowed. Just like the grass on your side of the fence. When you keep your eyes focused on one target, you can actually “hit” that target. If you look at 7 targets at the same time, good luck even hitting one.

Another advantage of focus is that it keeps you in the game and ahead of your competition. And you learn to do things right and effectively. And when you learn to do them right and they’re really working for you, you’ll be able to “rinse and repeat” as one marketer puts it.

Here’s another great saying: “If it ain’t broke, don’t fix it.”

Coca-Cola is the classic (pun intended) example of fixing something that clearly wasn’t broken. In April of 1985 they introduced “New Coke”, and it raised such an uproar among the “Classic Coke” lovers the company put “Classic Coke” back on the shelves next to “New Coke”.

Then they withdrew “New Coke”, and as of January 30, 2009 they removed the “classic” from all main Coke product labels. So Coke is back to being Coke. And still carrying the largest share in the cola market.

What does this have to do with you?

Pick something you love…something you’re really good at…and find a way to market it. Then, stay focused on the prize of making money with your passion. Plan it out, and make it your goal to do something significant for your business everyday. Before you know it you’ll hit the mark you set for yourself, and you’ll have to set another one.

And…if it ain’t broke, don’t fix it.

Stay tuned,

P.S.  And for creative copy, niche marketing ideas, and darn good web writing,
call: 303.988.6188 
Or email me here.

Tags: niche marketing, web writing