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Writing an effective headline to get your readers interested in reading your copy can be hard work. In this article Bernadette Schwerdt identifies a useful tool which will cut your writing time in half…
Do you know how many people read the copy you spend hours crafting? Bernadette Schwerdt shares a marketing formula guaranteed to grab the attention of your target market…
It cannot be argued that business communication should always be handled with care and professionalism. However, sometimes instances arise which call for a friendlier and more welcoming approach. Bernadette Schwerdt explains the impact writing as you speak can have on your customer’s response…
Identifying the benefits and features of the products or services which you have to offer is the first stage in beginning to write interesting copy. It is these benefits and features which allow you to target your different markets successfully to ensure your key marketing message is being received by all intended audiences. In this article Bernadatte shows you how to turn features into compelling copy…
Knowing your target market is the key to writing copy that cuts through the clutter. This means you have to do some homework to find out how your target market think, speak and behave.
Knowing why your customer needs your service is the first thing you need to know when writing copy. If you’re selling services, it can be quite hard to sell the benefit because you don’t have a physical product to show. In that case, you have to focus on other aspects like personal service, warranties, expertise or unique selling propositions.
We’ve all heard the expression ‘Keep It Simple’. It’s a lofty goal in some ways as running a business seems to get more and more complicated every day.
When Ernest Hemingway coined that phrase, life was in some ways simpler – much simpler, but of course he didn’t have to grapple with computers, the Internet, search engine optimisation, social media and all those other tools we need to keep a business running. Sure, he had other problems 
but running a small business was not one of them.
I saw an advertisement a while back that promoted the benefits of getting your doona dry cleaned. In fact, I liked the advertisement so much that I actually took my doona in to get dry cleaned, only to find out that the cost to dry clean it was almost double the price of what I [...]
The age of features and benefits selling is dead. Remember the days when we all watched John Cleese videos on how to close a sale! Oops, maybe just a few of us baby boomers remember those days. But modern day selling is all about understanding the needs of your customer, this is where criteria based [...]
Why have an offer? Offers (or incentives) are imperative because they make people sit up and take notice. Offers should stop the reader dead in their tracks and make them say “I want that!” If you don’t have an offer, it’s too easy for the reader to turn the page and move on. Even if [...]