Beyond basic best practices to shorten and clarify search ad copy, the choice of language used in the creative should depend on what the objective is, according to search marketing experts. “Creative can impact click-through and conversion rate, and many times, the two act in opposition to each other…

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Great taglines have three things in common:
1. You see them;
2. You understand them;
3. You connect them to the company.

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Whether you’re using online or offline media channels to drive your direct marketing, copy significantly impacts your results. Direct is about getting prospects to read your message and respond right now. While you strive to build and support your brand using high-impact formats and images, you also must deliver copy that touches the heart and head of your prospects.

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When sending a book for review, it’s essential to include the following: (1) a copy of the book; (2) a personal cover letter to the reviewer that sells the book and tells why it is important to the readers of the review; (3) a press release that enthusiastically describes the book and its benefits…

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A creative brief has one simple goal: To elicit the necessary client input needed to guide the production process. These days many advertisers seem to rush through, or skip, this process. This likely is a direct result of the rushed timelines for media campaigns and lack of proper resources.

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I am continually astonished at the number of mailings and ads I see that fail to contain testimonials from delighted Testimonials are a strong lift element in a mailing or ad. Your claims are more believable and prospects feel good about doing business with you.

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Most of you reading this column probably aren’t copywriters. It’s more likely you are business owners, production managers or marketing/advertising directors. You are the people who provide direction and input to writers who have the important assignment of crafting messages that generate response – whether it’s a click…

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