Tag: call to action

Web Writing S.O.S.

In today’s sink-or-swim world of business, your company needs to be online – and use website copy that advances its strategy. Use these 25 web writing tips as a lifesaver to make your company’s digital content stand out: Writing basics Write clear, simple content. Plain language is easiest to read. Cover only one topic per […]

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Case Study: Measuring Marketing Success

Situation One of my clients serving pharmaceutical companies relies on email campaigns to communicate with clients. However, the company did not measure the performance of  three potentially lucrative email campaigns. Approach To understand the client’s process, I analyzed the three campaigns and considered: Who received each email? What is the call to action? Did the […]

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Case Study: Extreme Email Makeover

Situation: One of my clients communicates using more than 30 email campaigns per month. However, the email response rates had been dismal for years. Approach: To understand the client’s strategy, I analyzed 20 sample emails and considered: If I received this email, would I even open it? Is it clear? Do I understand why I […]

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7 Tips for Strategic Copy

To create copy that gets results, use these tips: Focus on your audience: what do they want? Make your point up-front Keep your objective or call to action clear Emphasize your benefits Answer the 5 Ws (who, what, where, when, why) … and how Use simple keywords and short, clear sentences Limit the number of […]

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