The most dangerous phrase in advertising isn’t “the client hates it.” It’s “the client is uncomfortable.” Uncomfortable isn’t the opposite of great—it’s the prerequisite. But the type of “discomfort” that clients often complain about isn’t because of big ideas or even the risk of poor performance. It’s often about something deeper: the overwhelming scale of…
Literature Review In the soft glow of her smartphone screen, Sarah finds herself caught in a familiar late-night ritual. Despite the late hour and her body’s need for rest, she continues to scroll through her social media feed, her thumb moving almost autonomously as she refreshes the screen again and again. This scene, replicated in…
When selling a product, it’s important to know the difference between features and benefits. Simply put, Features are the “what.” Features are facts about the product. Benefits are the “why.” Benefits are reasons why someone would want the product. In order to persuade customers, you need to focus on the benefits of your product, not…
There are no gimmicks here. The answer is to focus on creativity in your work. It’s been scientifically proven, backed by statistics, and… well, it’s kinda just common sense. Since I’ve already spilled the beans, let’s start with statistics and science. Creative work performed, on average, 11 times more efficiently than noncreative work. Les Binet…
Copywriting frameworks are a great way to improve your copywriting skills. Copywriting is an integral part of marketing and SEO, so it’s important to know how to write compelling copy quickly, efficiently, and in a way that drives conversions. The fastest way to get out of a writing rut and write copy that converts is…
So, you’ve decided your up your marketing game. And who can blame you? In the land of COVID-19 effective marketing is now more important than ever—and let’s face it: these fundamental changes to the way our businesses operate are likely here to stay to some degree. Though it was true before, it’s particularly true now:…
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…
