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Writing That Sells: Copywriting Guide For Small Business - Newsletter

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Terry Doland, Owner
Terry Doland, Owner

Writing That Sells: Copywriting Guide For Small Business

If everything begins with a sale, then we are all selling something to somebody. Some of us are selling products or services for cash, while others (such as charitable organizations) are selling the idea that their cause is worthy of support. Even people who offer things for free are selling something – that what they are providing is useful.

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Copywriting is an essential element of any sales or marketing effort, regardless of the medium chosen to deliver it. Learn more benefits from copywriting:

Learn more about copywriting for small business



Q and A: What can Facebook and Twitter do for my business?

Defining social media and its use and effectiveness for business is an evolving topic. In May 2011, Heidi Cohen, a self-described actionable marketing expert and owner of Riverside Marketing Strategies gave this definition of social media:

Social media are the platforms that enable the interactive web by engaging users to participate in, comment on and create content as means of communicating with their social graph, other users and the public. 

Learn why Facebook and Twitter are good for Santa Clara Businesses


Vocabulary: Copywriting Definitions

AIDA: an acronym for Attention, Interest, Desire and Action, the four steps of a sales funnel.

Benefit: something that promotes or enhances well-being; an advantage.

Bot: short for robot; a software program that operates as an agent to simulate human activity. Web crawlers or spiders are an example of bots that access web sites and gather their content for search engines. Other types of bots include chatterbots that simulate talk with a human being; shopbots that locate the best price for a product; and knowbots that collect knowledge for a user by automatically visiting web sites and gathering information that meets specified criteria.

Learn more copywriting definitions



Idea Corner: Creating a "Sense of Urgency"

In marketing, a sense of urgency is a device to give readers a reason to respond quickly. When reading an advertisement, people have a tendency to procrastinate – to put the advertisement aside and consider it later. A sense of urgency helps overcome this tendency by providing a reason to act immediately.

There are two common ways to create a sense of urgency: offer a reward for prompt action, or assess a penalty for not acting.

Learn more about sense of urgency in Sunnyvale companies


A Word From The Owner

You hear a lot these days about content, meaning what we say in our printed sales and marketing materials, on our web sites, in our blogs, and on our social media sites. Everyone seems to be talking about what to say but ignoring how to say it.

Good writing – proper use of grammar and punctuation; clear sentence construction and choice of words; and strong writing style – has always been important.

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Tips and Tricks for Headlines

When writing headlines, the conventional wisdom is to make them short – eight words or less in most cases. This tradition dates back to the early years of magazine copywriting and probably is more related to space constraints than any measure of effectiveness. In fact, research from the direct mail industry indicates that only slightly more than half (50-60%) of effective headlines are eight words or less – meaning that almost half of longer headlines are effective.

Learn more about writing headlines for Sunnyvale companies


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