Tag Archives: writing improvement

Three Rules for Writing Q&A Style Interviews

Don’t think the writer/interviewer has less work in a Q&A style interview than in an interview that is written in the traditional, feature-style format. (See my previous post for a definition of these two styles and some examples.) Research, structure, … Continue reading

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Critical Observations on Critics

In this final post about reviews, I am going to talk about writers and criticism. I am still mulling over the NY Times article about buying positive reviews for $99 each, especially the comment in it by a writing coach that “nobody … Continue reading

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Writing Success: Experience Counts

I must admit that I get annoyed sometimes (well, maybe a lot) at the popular myth that some people are “natural” writers and can produce a blockbuster novel without effort or craft. Since I am interested in all kinds of … Continue reading

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Power Games for Writers in Business: Degrees and Courses

My inbox is constantly filled with offers to teach me how to write and make easy money as a copywriter. I always have to smile at these emails because after many years in marketing, I usually know what “tricks” are … Continue reading

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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

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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

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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

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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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Using Target Customer Information and Qualifying Questions in Copywriting

Some information in sales guides may seem repetitious to copywriters, but the information is useful because it suggests scenarios and direct ways to address customer concerns that are ideal for vehicles such as ad copy. These sections provide information about target … Continue reading

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Writing Marketing Materials for Different Management Levels

Another valuable piece of information in a sales guide is a hierarchy of managers who make the decision about whether or not to buy a product. The overwhelming majority of businesses have such a hierarchy whether the business develops software, … Continue reading

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