Copywriting Information


Can Honest Copywriting Succeed?


I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype.

Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action.

What are some of the common copywriter tricks that I *leave on the table?*

Here are a few to start:

* If you order in the next 24 hours, you get... (face it. If you come back tomorrow, the offer will almost always still hold)

* Get all these bonuses, valued at $999, for FREE with your $100 order (yeah, right! And who set the value of these gifts? And are they for sale, anywhere, on the open market at these prices?)

*Here's the information you requested (a GREAT statement--IF it's true-- but I get five or six a day in my e-box, from companies I've never heard of)

* Hi there, long-lost friend (and you sent it BCC?)

So why don't I like the copywriter's lies? And how do I write copy without resorting to these deceits?

Well, first of all, I believe that if I want my words to sell a product, that product should be strong enough to do so without tricking the buyer. I know that if I trick someone, I may make a sale--but I've lost a customer for life! Whereas if I show the merits, back up my claims, and focus on the way this product solves a problem, eases a hurt or fear, or satisfies a need, I will build that lifetime relationship.

Oh, and one more thing. I like to look in the mirror and see someone who is doing good for the world--and I don't think lies and trickery will accomplish that. I happen to have a gift for writing, and I use that gift to make the world better. That includes being honest with my self and with my readers.

Much of the work I do is in the publishing industry. And here, the competition is fierce. Roughly 175,000 new books are published in the U.S. each year. Most of them will fail. My job is to help my clients' books stand out in this dense crowd.

Example: I wrote a press release for a book on electronic privacy issues. Here's my headline and lead. (Another rule I broke--never use the headline as the lead sentence. It's the only time I've ever done it that way, but in this case, I think the repetition made the point stronger. Names have been changed to protect the author's privacy.)


It's 10 O'Clock--Do You Know Where Your Credit History Is?

HIBBING, MN: It's 10 O'clock--Do you know where your credit history is? How about your employment records? Your confidential medical information?

How would you feel if you found out this sensitive and should-be-private material is "vacationing" in computer databanks around the world-- accessible to corporate interests who can afford to track down and purchase it, but not necessarily open to your own inspection.

According to electronic privacy journalist and technology consultant Mortimer Gaines, this scenario is all-too-common?

No falsehoods, no hype--but a whole lot more captivating than the usual "New Book on Electronic Privacy Released by Publisher."

Without tricking people, I want to capture interest...move the reader to action...and still feel good about myself in the morning.

Yes, it can be done! I do it for clients every day, and have done so for more than 20 years.

Shel Horowitz, author of *Principled Profit: Marketing That Puts People First,* *Grassroots Marketing: Getting Noticed in a Noisy World,* and four other books, offers affordable, effective copywriting and strategic marketing planning to clients on three continents. He is the originator of the Ethical Business Pledge Campaign to change the World at http:// www.principledprofits.com/25000influencers.html. His sites at http:// www.frugalmarketing.com and http://www.principledprofits.com offer hundreds of useful articles for entrepreneurs and marketers, including the complete back issues of his FREE Monthly Frugal Marketing Tips. Shel will be glad to help you create your next press release, sell sheet, web site, or other marketing material. He can be reached at shel@principledprofits.com, 800-683-WORD.


MORE RESOURCES:
How to perfect your digital copywriting  The Next Web

Does anyone actually know what it means to be a copywriter in the digital age? Each and every day, a wave of ecommerce shoppers, avid article readers, and ...


Tools Of The Copywriting Trade: 15 Ways To Increase Sales With Words  Forbes

Regardless of product or industry, a company's brand is expressed through the copy the public sees. Copy takes on many forms -- ranging from personal to ...


How AI is Transforming Copywriting  CMSWire

Creating high-quality *content*, at scale, is a challenge that almost every organization faces. Larger budgets can help, but as the need for *content* grows, and as ...


ICYMI: AI's Impact on Copywriting, IoT Meets the Digital Workplace, More  CMSWire

Life is changing for copywriters due to larger reach and thus, larger scale requirements for quality *content*. Because of this, AI is stepping up to the plate as ...


Management buyout at copywriting agency  Insider Media

The management at a Cornish copywriting agency founded in 2007 has completed a buyout.


Consider a career in Copywriting  CareersPortal

Consider a career in Copywriting Emily Bodkin is a Copywriter at Hudson's Bay Company, but a career journey is never straight forward. We asked Emily to ...


A Guide to Crushing Copywriting Projects  Business 2 Community

Part of your job as a marketer is to turn out great *content*, from 140-character social posts to lengthy white papers and e-books. Whether you write it yourself or ...


Copywriter job with MCI USA | 384406  mediabistro.com

Copywriter in Washington , Experienced (Non-Manager), Creative, Writing & Editing with MCI USA. Apply Today.


Copywriting tips to drive more traffic on social media  TechGenYZ

Gaining traction on social media is challenging and requires skills to stand out. Here's how to improve on copywriting to drive more traffic.


Bilal Kureishi talks us through what makes for good copywriting  Best in Australia

Bilal Kureishi runs a copywriting agency that specialises in producing high quality, optimised articles and other *content* for businesses.


Copywriter reveals how she made $1,200 through side hustles  Daily Mail

Bryanna McDermott from Australia turned to Airtasker to use her writing and blogging skills as a part-time copywriter before she started to make some decent ...


Creative Team - Integrated Copywriter/Art Director job, Johannesburg  Bizcommunity.com

Calling talented and award-winning mid-senior level integrated art directors and copywriters – want to move as a team? Want to join the SA office of a top ...


Customer survey puts Brentwood printing company in top tier for loyalty  Franklin Home Page

Allegra Marketing Print Mail in Brentwood has been named one of the top performing print providers in the nation, according to SurveyAdvantage's Print Buyer ...


Entrepreneur: Chavanne Cazayoux Debetaz  Greater Baton Rouge Business Report

WORLD OF WORDS. Chavanne Cazayoux Debataz has always had a way with words. Growing up, she spent her free time reading and writing poems, short ...


Online copywriter/translator  EU-Startups

Our company, online site Bgaoc.com is currently looking for a copywriter/translator. For our site we constantly provide *fresh* and useful information on online ...


Junior Digital Designer/Copywriter job, Cape Town, CBD  Bizcommunity.com

Southern Africa's largest supplier of industrial spices and retail equipment is seeking a junior digital designer/copywriter to join their team. Qualifications: ...


Copywriter-Digital - Grainger  Built In Chicago

Primary Function: The Copywriter produces product copy and other written *content* in order to curate and present Grainger's assortment to help customers ...


Copywriter and Content Marketing Manager - Infutor Data Solutions  Built In Chicago

Infutor Data Solutions is hiring for a Copywriter and *Content* Marketing Manager in Chicago. Find more details about the job and how to apply at Built In Chicago.


Freelance Copywriter job with Altice USA | 382629  mediabistro.com

Altice USA is one of the largest broadband communications and video services providers in the United States. We are a subsidiary of Altice NV, a convergent ...


10 Copywriting Mistakes That Will Hurt Your Marketing Efforts  Forbes

*Content* that contains typos or bores the reader won't further your marketing efforts.


These 3 Freelancers Earned $700,000 From Their Side Hustle  Forbes

Thinking of starting a side hustle? After reading this, you may want to reconsider. I interviewed three freelancers - Kate Quinn, Carrie French and David Feldman ...


Copywriter (HCP and DTC) job with Creative Circle | 382755  mediabistro.com

Copywriter (HCP and DTC) in Philadelphia , Experienced (Non-Manager), Operations, Marketing & Communications with Creative Circle. Apply Today.


Senior Copywriter job, Cape Town, Southern suburbs  Bizcommunity.com

Here's what you can expect to be doing in the role: (KPA's) Write engaging, effective copy for promotional materials, in accordance with merchandise briefs, ...


Mid-Weight Conceptual Copywriter job, Cape Town  Bizcommunity.com

A super opportunity for a mid-weight conceptual copywriter has opened up at a great international agency in Cape Town.


How a 'crass' social media star became an agency copywriter  PRWeek

The nominee for the 2017 Viner of the Year Shorty Award, Sarah Schauer, on agency life and why she isn't toning down her own social media pages. Blog.


Senior Copywriter (Remote) Freelance job with Creative Circle | 382685  mediabistro.com

Senior Copywriter (Remote) Freelance in New York , Experienced (Non-Manager), Copywriting, Marketing & Communications with Creative Circle. Apply Today.


Senior Editor & Copywriter - Greater London  The Bookseller

Do you have a keen interest in medical news? Are you an editor looking for the next step? If so, our client, a specialist medical...


How to Use Your Copywriting Skills to Write That Novel You’ve Been Putting Off  Adweek

In the Mad Men era, every copywriter had a novel in the drawer. Don DeLillo, Joseph Heller, Dorothy Sayers all famously started out writing for ad agencies.


Jane Maas: Pioneer for women in the ‘Mad Men’ era of advertising in the US  The Independent

No finance, no cars, no drink. Those were among the advertising accounts off-limits to female copywriters when Jane Maas was navigating the boozy, ...


3 things to expect from a career in copywriting  The Drum

Expect to be wrong. So very wrong. There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely ...


So You Want to Be a Copywriter at an Ad Agency. Now What?  Adweek

Beyond the portfolio, everything about the candidate can have an influence, said Amity Dannefer, senior talent manager, creative, VML. “If the work stands out to ...


How to drive conversions with on-brand SEO copywriting  Search Engine Land

One aspect of *content* writing that is rarely mentioned is writing on-brand *content* that is both SEO-friendly and appeals to your target audience. Form that perfect ...


Copywriter Recycle Boutique  Pedestrian TV

About us: Recycle Boutique is a clothing consignment company. Our stores sell quality clothing and members receive 50% once pieces sell. We're looking for ...


Alibaba Says Its AI Copywriting Tool Passed the Turing Test  Adweek

Alimama, the digital marketing arm of ecommerce platform Alibaba, has released an artificial-intelligence-enabled Chinese language copywriting tool that it says ...


Copywriter, Healthcare Advertising Agency : Another job from PMLiVE.  PMLiVE

Award winning healthcare advertising agency known for their cutting edge, creative marketing campaigns and compelling messages seeks a copywriter who ...


What is a copywriter today – brand builder, click maximiser, data interpreter or just a tweet machine?  Mumbrella Asia

Writing copy that is optimised for a ragbag of different media and a variety of different purposes can become antithetical to the idea of a single, simple brand ...


U of T researcher's website uses AI to help writers reach their audience  News@UofT

Many technology companies say they want to hire more women. But University of Toronto researcher Kawin Ethayarajh found the language and tone of most job ...


Midweight Digital Copywriter job, Johannesburg  Bizcommunity.com

Calling all hotshot digital creatives in Johannesburg! We have a superb opportunity for a mid-weight digital copywriter to strut their stuff and show off their unique ...


Mid-Senior TTL Art Director/Copywriter Team job, Cape Town  Bizcommunity.com

Heads up art directing and copywriting all-rounders, a renowned international ad agency's Cape Town office is on the hunt for a mid to senior creative team.


Want Better-Performing Content? Follow These Copywriting Tips  Forbes

It's been said ad nauseam that "*content* is king." *Content* also happens to be the key to better customer engagement. If you want your company to connect with its ...


Copywriting: a choose your own adventure story  The Drum

You are sat at your desk eating wafer thin ham straight from the packet. An account manager asks if you're busy. Do you say…


The vague role of 'copywriter'  Mumbrella Asia

Digital may have blurred the lines of the copywriter's role, but Clare Barry explains how the trade is getting back to what it does best – getting people to buy ...


How will Alibaba's New AI Writer Change Copywriting?  MarTech Advisor

HANGZHOU: Alibaba, the Chinese retail giant, is often at the forefront of breakthrough innovations, especially around Artificial Intelligence and the ways it affects ...


Content Producer/Copywriter  Pedestrian TV

The Township is a digital-first agency that delivers brand, *content* and digital strategies for our clients to drive their business goals. We are seeking a creative ...


The craft of empathy: what people with disabilities taught me about copywriting  The Drum

My experience writing for Tommy Adaptive, Tommy Hilfiger's line of clothing for people with disabilities, has been humbling, to say the least.


Swedish-speaking copywriter/translator – Casino HEX Sweden  EU-Startups

Casino HEX is a young and ambitious company from Sweden. Our goal is to offer our vi detailed, useful and interesting information about best Swedish and ...


Building an Ecommerce Business, Part 4: Copywriting Matters  Practical Ecommerce

Good copy sells. Generic imagery and descriptions might cause shoppers to move on without giving your product a second thought. Spicing up your copy — for ...


Jane Maas, copywriter considered 'the real Peggy Olson,' dies at 86  AdAge India

Jane Maas, a copywriter and advertising trailblazer who became only the second woman officer in Ogilvy & Mather's history, has passed away at the age of 86.


5 Overused SEO Phrases to Nix & 5 Hot Phrases That Are In  Search Engine Journal

Let's leave tired SEO phrases in the dust and adopt a vocabulary that matches the present state of online marketing and works better with our audiences.


How to Select the Right Copywriting Gig on Fiverr for Marketing Copy  SitePoint

In this article, we are going to teach SitePoint readers how to select the right marketing copy gig on Fiverr. As a worldwide verified freelancing platform, Fiverr is a ...


TBWA\Chiat\Day L.A, Danny DeVito and Quickbooks Want to Help You Get Your Money Back from Uncle Sam  AgencySpy

First, we need to get something off our chests: the most recent season of It's Always Sunny in Philadelphia was pretty lame. We get it. The stars all have other ...


Alibaba Debuts 'AI Copywriter'  Alizila

Alibaba's digital marketing arm Alimama has unveiled an artificial intelligence-powered copywriting tool. Tapping the huge pool of *content* on Alibaba's ...


Alibaba claims its AI is about to change copywriting forever – for agencies and brands  Mumbrella Asia

Chinese tech giant Alibaba has claimed it has created an artificial intelligence copywriting tool that has passed the Turing Test – in other words, it is able to ...


How to Craft a Fundraising Ask Around the Holidays  Campaigns & Elections

The lame-duck fundraising season is upon us, which means copywriters will have to calibrate their asks amid the end-of-the-year politicking and the holiday.


Marketing and Communications Coordinator  Pedestrian TV

KMC (Kelly Müller Consulting) is a boutique Brand Strategy, Marketing and PR Consultancy that elevates brands to the next stage of their business. Founded in ...


6 Online Copywriting Strategies for Content Marketing Success  Small Business Trends

If you want your online marketing efforts to succeed, you should consider using these 6 copywriting strategies for *content* marketing.


8 Age Old Copywriting Examples [Avoid at Your Own Risk]  Business 2 Community

Knowing how to write copy your own sales pitches isn't as easy as it seems. Depending on the type of audience you are addressing and the overall reputation ...


6 Copywriting Mistakes That Are Killing Your Landing Pages  Inc.

Are you struggling converting your website visitors to paying customers? Your copywriting may very well be to blame. Here's how to fix it.


Will Alexa be the saviour of the copywriting industry?  The Drum

I recently attended a conference where JustEat (the foodie app folks) became the latest brand to unveil their new Voice App companion for Alexa, Amazon's ...


How To Make Bank With This One Online Skill  Forbes

This one skill can make you six figures with nothing more than a laptop and some hard work.


Business Showcase: Propulse Video  Irish Tech News

Describe the company – the elevator pitch ... Blockchain videos – with a twist. Story-telling is one of the oldest arts. By connecting information with our emotions, ...


14 high paying creative jobs for 2019  AZ Big Media

Whether you're a user experience designer or marketing director, creative professionals have many job opportunities in the current employment market.


Want to work from home as a copywriter? These online courses can help.  Mashable

Have you ever wondered if your writing hobby could actually become a career? Learn what it takes to be a copywriter, land clients, and build your portfolio.


Copywriting vs. Content Writing: What Is the Difference and What Should You Be Doing for your Blog?  Business 2 Community

You've got a blog, but are you writing the right kind of posts? According to HubSpot, 53 percent of marketers say that blogging is their top *content* marketing ...


5 Copywriting Tips For Facebook Ads  Business 2 Community

A key component of any Facebook ad is the copy. Your image or video may capture your audiences' attention but it's usually your copy that convinces them to ...


10 PPC Copywriting Best Practices for Extra Effective Text Ads  Search Engine Journal

Want to write more profitable PPC ads? Get more clicks on your paid search ads by applying these 10 copywriting best practices.


VEP to bring in stakeholder advertising in-house  Estes Park Trail-Gazette

Change is on the horizon at Visit Estes Park in 2019. Aside from staff's plans to unveil their website redesign and tracking visitor metrics with more accuracy, the ...


7 characteristics of brilliant copywriting | Articles | Writing & Editing  PR Daily

Good copy increases conversion rates, leaves a positive and memorable impression on readers and places you at an advantage to your competitors. You may ...


Energy Industry Marketing Agency to Exhibit at Power-Gen International Convention  PR Web

Orlando, FL (PRWEB) November 29, 2018 -- LMD Power Marketing LLC, an outsourced power generation industry advertising, marketing and PR agency, will ...


How I wrote a 100000-word novel in four weeks and what it did for my copywriting  The Drum

We were on holiday when it happened. What happened? I discovered I was a novelist. Here's how it went down. “You know,” my wife said, “the difference ...


12 Common Copywriting Mistakes You Could Be Making  Forbes Now

If you make these mistakes when writing your marketing copy, you could be turning off potential customers.


How a Copywriter Can Be a Candidate's Best Friend  Campaigns & Elections

Candidates want to deliver a message that voters will remember. To do that, they need that message to be four things: Brief, memorable, positive and consistent.


5 Simple Copywriting Tips for Local SEO  Business 2 Community

The surveys and studies will continue to roll in, each proving the same core finding in different sorts of ways, but these findings always point to the fact that ...


Powerful and Haunting, This Holiday Ad Highlights the Complex Stories in Our Own Families  Adweek

This year, the ad world was once again filled with “oohs” and “ahhs” over the spate of gorgeous holiday advertising—especially from the U.K.. John Lewis ...


3 Things to Do If You're in Your 60s With No Retirement Savings  Yahoo! Finance News

An estimated 21% of Americans have no retirement savings at all, according to a 2018 study by Northwestern Mutual. But while it's one thing to be in your 20s, ...


Alibaba introduces AI copywriter - The Jakarta Post  Jakarta Post

The copywriter is said to have passed the Turing Test and has the capability of writing 20000 lines of copy in one second.


Agents don't mince their words describing a house that's a bit rough around the edges suggesting prospective buyers visiting wear biohazard suits  Interest.co.nz

Interest.co.nz is not usually in the business of giving out kudos for real estate advertising, but we think an ad we spied for a property in West Auckland deserves a ...


11 Copywriting Secrets to Attract New Customers  Business 2 Community

These copywriting secrets can help you grow your business. It can be challenging to craft your own message, but when you get it right, your marketing can work ...


Ask the SMXpert: Keyword research and copywriting  Search Engine Land

The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The following Q&A ...


Copywriting Paid Internship  Screen Africa

The Backstory is offering a paid six-month internship to a young graphic designer or layout artist with an interest in the film industry. Our company wo...


9 Website Copywriting Tips That Will Increase Your Search Ranking  Business 2 Community

Years ago, you could just stuff your post with keywords, buy links, and land on Google's first page for a search term. Today, that would see your web pages ...


Former Sears catalog copywriter Joe Norris discusses when ‘Americans needed stuff’  Wichita Eagle

With the Sears bankruptcy filing, some people felt a twinge of sadness, but longtime Wichita ad executive Joe Norris felt his nostalgia in the early 1990s when he ...


5 Copywriting Articles That Will Change How You Write  HuffPost

If you work in marketing or communications, you know the importance of making sure your copy stands out and is persuasive. There's a lot of information on the ...


Everyone's a copywriter. Right?  mUmBRELLA*

There's a joke in the creative industry that “everyone is a designer”, making light of how infuriating it is to have someone (without a visual background)


AI-powered copywriting for Facebook has arrived  The Drum

A revolutionary AI tool from Phrasee is shaking up the world of global advertising.


A School Shooting Is Shown From the Last Perspective You’d Expect in New Sandy Hook PSA  Adweek

In its mission to raise awareness of the warning signs of school shootings, Sandy Hook Promise, formed in the heartbreaking aftermath of 2012's mass murder of ...


Don't Have a Degree in Advertising? Here's How Anyone Can Write Copy That Sells.  Entrepreneur

How do certain brands consistently churn out killer copy? Copy so good it not only sells products, but entertains, empathizes and makes customers excited to ...


Former Commercial Printer Finds Wide-Format Success  Printing Impressions

Spectrum Print Plus had fulfilled the wide-format needs of its clientele through its trade vendor partnerships. But Mark Zimmerman became tired of being the ...


Get The Most Out Of Your Performance Review  Forbes

Not looking forward to your performance review? Here are some tips to help you knock it out of the park.


Phrasee Lands $4M Series A Funding to Take AI-Powered Copywriting to America  Business Wire

LONDON--(BUSINESS WIRE)--Phrasee, the London-headquartered marketing technology company that uses artificial intelligence (AI) to generate optimised ...


Fueling Sales and Marketing with Presentation Management  KMWorld Magazine

Large organizations use presentations to drive their business. Whether it be sales team members pitching potential prospects or internal marketing documents ...


The Best Christmas Books to Read This Holiday Season  TIME

It's time to cozy up with one of the best Christmas books right now, from JRR Tolkien's 'Letters From Father Christmas' to 'A Christmas Carol.'


Blind date: 'There were a lot of birthdays that night in the restaurant'  The Boston Globe

Will too many rounds of “Happy Birthday” kill the mood for these daters?


The 5 Rules of Killer Copywriting That Will Hook Prospects at 'Hello'  Entrepreneur

Copywriting is the one marketing tool that will never change. So, why don't people still not know how to do it right?


The 7 Facebook Ad Copywriting Strategies You Need to Test  Business 2 Community

There's a lot of different factors that go into creating a stellar Facebook Ad. You need the right targeting strategy, the perfect image or video, and a strong bid.


Half vicar, half assassin: the documentarian's camera turns on copywriting icon Tony Brignull  The Drum

Tony Brignull, D&AD's most-awarded copywriter of all time, is the subject of a new film made by students at the School of Communication Arts (SCA), London.


Copywriters: Lion's Roar wants to hear from you  Lion's Roar

Are we your next client? At Lion's Roar, we're passionate about sharing the best of Buddhist wisdom with the world. We produce two magazines, a series of ...


5 Ways Professional Copywriting Elevates Your Website and Your Bottom Line  Entrepreneur

Imagine you're trying to choose a company you can trust to provide a *service* in your home. You do a web search and check a few sites, but the information each ...


Phrasee: AI-powered Copywriting for Facebook Has Arrived  Business Wire

Phrasee has launched the first product of its kind for Facebook & Instagram campaigns. The new product allows customers to test AI-generated language.


Ace Diversified Services Partners with BizIQ - Press Release  Digital Journal

Porta potty and septic tank pumping company in Toledo, OH area now working with digital marketing firm. This press release was orginally distributed by ...


home | site map
© 2007