Keep the hook at the top of your screen on a Post-It, in big bold type and keep looking at it. Know what you, or your boss, wants from the copy. More importantly, know what the subscribers to your email marketing list want and target them. Try to locate yourself somewhere quiet where interruptions will … READ MORE »
Like a lot of writers, I regularly ask someone whose work I admire to check my copy. They don’t look for literals, poor grammar or the occasional over-used cliché, but instead read through a few randomly-selected submissions, not only for email marketing, and criticise them. It’s a bit of a risk, but only to my … READ MORE »
One of the cherished exercises of those who run creative writing courses is to get the students to justify what a particular adjective or adverb, sentence or paragraph, adds to the sense of whatever it is the copy is about. It’s a useful exercise. Its strength lies in the fact that there is a promise, … READ MORE »
My English literature teacher did not like Ernest Hemingway. Even in those days, when he was all but eulogised, she found his machismo repellent and, as a hater of cruelty to animals, his love of bullfighting placed him, as far as she was concerned, beyond the pale. Yet she constantly praised his writing style. He … READ MORE »
Whether you have a professional copy writer or you do it in-house, you should always complete a final check of a marketing email, and landing page come to that, before going live. There is one fail-safe way of doing so. I used to check official documentation, material that might go before a court or be … READ MORE »
How to obtain the necessary skills for writing copy for mobile email marketing It is one thing to be told, as us commentators on email marketing like to do, that for mobile devices you should try to cut wordage to the bone, and then do it again. However, there’s a certain skill in doing so … READ MORE »
Everyone is a writer in the same way that everyone is a plumber. You turn on a tap and water comes out. That’s cool. However, if you fail to secure a compression joint the same thing happens only in the wrong place. That’s writing for you. Writing for an email marketing campaign is not easy … READ MORE »
You’d think that a professional writer would say that most people cannot produce satisfactory copy for an email marketing campaign. You would be wrong. I’ve taught a number of people how to write creatively. It is a skill. All it takes is application There is a truism that if you think you can write adequate … READ MORE »
Ask any professional copywriter and they will probably tell you that using a pro for your email marketing campaign is the best option. I have any number of logical reason I could bring to the argument. However, most people can create copy suitable for an email marketing campaign. All you have to do is: 1/ … READ MORE »
All writers are hurt when they realise that their carefully crafted copy in a marketing email is only scanned. That doesn’t mean that all the effort they put into the text is wasted. However, it makes writing and editing it that much more difficult. You understand how Google uses keywords, at least as far as … READ MORE »