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Archives
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
Posted in Writing
Tagged case study, interview questions, interviewing, q&a sbyle interviews, success story, writing improvement
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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
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
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
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
Posted in Writing
Tagged copywriting, features and benefits, management, marketing, sales, writing improvement
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