If you regularly write for the web, you likely have fallen into the trap many copywriters face: writing for search engines. Writing web copy with technology in mind makes sense. After all, in terms of unpaid web traffic, we’re largely at the mercy of our search engine overlords. But should you write with SEO in…
We’ve all come across humor successfully used in marketing. For instance, in TV ads showing clever canines fetching their owners a beer, radio ads with aliens cleansing our drinking water, even print ads with famous people wearing milk mustaches. Numerous leverage dry wit. Others are merely silly. A few are in bad taste. And some,…
The marketing industry, like the entire business landscape, went through unprecedented and unpredictable times in 2020. Now, as analysts and industry insiders make forecasts into how 2021 may look, it’s clear that some the effects of 2020 are here to stay—at least for another year. But it’s also easy to see that 2021 promises to…
As the COVID-19 pandemic continues to spread, we’ve seen major brands that have traditionally relied on OOH and mass/traditional media, such as TV and print, shift their budgets to digital. Driven by fear of continually plummeting retail sales, companies are cutting their “brand” budgets in favor of “performance marketing” budgets. Thanks to a rise in…
Writing is a powerful skill to have. Unfortunately, there’s a dirty little secret most copywriters know, but almost everyone else… well, doesn’t. The writing you learned in school is practically useless. Well, unless you’re working in academia, that is. For twelve, sixteen, and for some of us twenty years, we’re taught how to write long,…
Ask any marketer what the most mission-critical task for any internal marketing organization is and you’re likely to get a similar response: understand the customer. By understanding consumer trends, motivations, and needs, we’re better equipped as marketers to craft resonant messages, identify the appropriate channels, and build comprehensive, and perhaps most importantly, profitable campaigns. The…
Telling stories is one of my favorite things to do. It’s what has endeared me to marketing for most of my career! Several months ago, I had the pleasure of telling a fun, personal story at Arc Stories to a few hundred of my closest friends. About my time in middle school, it tells the story of how I found an unlikely ally when I needed one most.
You can listen to my telling of the story live on the Arc Stories website by clicking here.
