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Archives
Monthly Archives: July 2012
Seven Qualities of a Great Copywriter
I easily moved from tech writer to marketing writer, but I have worked with at least two tech writers who failed dismally at marketing writing and a third who told me she would never even try. Why? What do you … Continue reading
Posted in Writing
Tagged copywriter traits, copywriting, marketing, sales, technical writing
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What Should a Copywriter Do If No Sales Guide Is Available?
Don’t slit your wrists if there is no sales guide. I was only given a complete sales guide once in two decades as an in-house marketing writer at high-tech companies, but I always managed to find enough information. This post … Continue reading
Posted in Writing
Tagged copywriting, marketing, presentations, sales, sales guides, selling advice, writing improvement
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Key Points and Access to More Product Information in the Sales Guide
In this final post on sales guide contents, I will quickly look at two important sections and one that will give you a stiff dose of reality. If you review all the sales guide posts that I have done, you … Continue reading
Posted in Writing
Tagged copywriting, information links, marketing, product cost, sales, sales guides, summary information, writing improvement
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Sales Objections Can Help Copywriters
When I first started to write brochures, I was often at a loss for material to include. I tended to repeat datasheet information in language that was less dry, which was not very impressive. The information in the sales guide … Continue reading
Posted in Writing
Tagged competitive information, marketing, objections, prospects, sales, sales guides, writing improvement
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How Does Competitive Information Help Copywriters?
Competitive information is often closely guarded, but is very valuable for copywriters because it shows you what features and benefits to emphasize. In this post, I provide some examples and a short discussion of two sensitive areas: ease of use … Continue reading
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