Copywriting Troubleshooter: Are You Focusing on Your Audience…or Your Company?


Focus on the customer.

Obvious in theory, but not always common practice. Browse through a handful of random corporate websites and you’ll see recurring themes like “why we’re the best” and “what makes us different.” Even when the customer is mentioned, it’s often in a way that’s little more than puffery: “we’re customer-focused” or “we’re dedicated to helping our customers achieve (insert vague outcome).”

How to Apply the 7 Principles of Influence to Your Marketing


To be truly persuasive, marketing copy needs to do much more than simply present logical reasons to buy. The most effective campaigns tap into our unconscious motivators, pushing the buttons that create automatic responses and triggering the hidden drivers that move us to action.

In “Influence: The Psychology of Persuasion,” Robert Cialdini details the unconscious motivators (reciprocity, commitment/consistency, social proof, liking, authority, scarcity, contrast) that drive human behavior. Understanding these triggers will help you write more persuasive and effective marketing copy.

Why You May Need a Content Marketing Style Guide


Do you have more than one person writing copy for your website, social media channels, and content marketing? While a mix of unique styles can help make your content more interesting, minor differences in tone, usage, punctuation, and formatting can add up over time and create distracting inconsistencies.

A simple writing style guide can solve this problem, giving freelancers and internal contributors creative flexibility while helping you maintain a coherent voice throughout your content.

Here are a few style guidelines to help get you started.