7+ Cross-Channel Copywriting Tips to Use IMMEDIATELY!
4. I recently was asked if I'm a content developer. What's the difference between writing copy and content?
Answer: Copy promotes and content informs. Copy is disruptive ... it taps the reader on the shoulder and says, "Read me. I've got something of value to tell you." That tap can come as an email, direct mail solicitation, or banner ad. Copy convinces the reader to take a specific action.
In the case of content, the customer goes in search of information — a whitepaper, blog post, video or website — to help solve a problem, answer a question, and gather data. As content informs, it builds rapport, credibility and (hopefully) the start of a mutually rewarding relationship.
But in marketing, the ultimate goal of copy AND content is the same — generating response that generates sales. Both need to be relevant, engaging and provide value.
5. What are best practices for writing product copy and headlines for e-commerce websites?
Answer: One word: benefits. Lead with your strongest benefit that's most attractive to your targeted audience. It could be durability, color, price, new release, exclusivity, multi-purpose, etc. Generally, you want to keep copy short, succinct and benefit-focused. The beauty of web product copy is that it allows a highly interested customer to dig deeper and learn more just by clicking on a link.
6. What are current stats on direct mail? I'm read print is dead, but my mailbox is full every day.
Answer: Here are some stats from the USPS Household Diary Study 2013 and Brian Morris' post "10 Print Marketing Statistics You Should Know" on Digital Marketing Ramblings.
- 44% of customers visit a brand's website after receiving direct mail from the brand.
- Direct mail brings in 78% of nonprofit donations.
- 48% of people retain direct mail for future reference.
- 79% of households say they read or scan direct mail.
- 39% of customers say they try a business for the first time because of direct mail advertising.
- USPS projects Standard Mail to grow by 69% by 2020.
- 53% of postcard mailings are read by recipients
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