You cannot control social media nor what your customers say about you, but you can influence the market using those same social media and other content-rich websites. The key to doing this is to have a third party creating content that is favourable to you. You could, for example, ask customers who are “on your side” to brag about the product they purchased. But even if you have a lot of those so-called “ambassadors” or “evangelists”, you will still only cover about 10% of the available sites that may help with your marketing and brand image, as most people are only active on Twitter, LinkedIn and Facebook.
Allow me to share an anecdote. A decade ago a PR account manager introduced me with one of his clients. At the first meeting with the Marketing Director, he told me he wanted to hire me to write a white paper on what the office market expected from colour laser printers. As we discussed the subject, the MD emphasised the complexity of the subject and his scepticism about an outsider being able to write a decent paper on such a complicated matter. Still, he was willing to give it a try. We agreed on the price and I went home to work on the assignment.
Copywriters must keep content brief but comprehensive. A copywriter must be able to adapt his/her style to the medium he/she is writing for, in order to optimise the overall impact of the content. A dictionary and a thesaurus are a copywriter’s best friends. He must also know his way around resources covering the product he […]
In the age of social media and a maximum number of 140 characters to write, copywriters should excel at brevity and clarity.