From MediaPost: Don Draper, a copywriter and creative director whose ideas were some of the most thought-provoking and talked-about of the decades between the Sixties and Nineties, died Tuesday at his son’s home in Hudson, N.Y. He was 88.
From Copyblogger: We sometimes talk about web copy and content like they’re the same, but they aren’t — they complement each other, but they also serve two distinct purposes.
Copy, traditionally, is what we use to make the sale. To use Albert Lasker’s phrase, it’s salesmanship in print (or pixels). Its aim is to persuade.
Content does everything else. It attracts an audience, engages their sustained attention, demonstrates your ability to solve their problems, and paves the way for an eventual purchase.
Content marketing is the new cool kid in advertising– because the web lets us use content to accomplish so much with relatively limited resources.
But really smart content marketers know enough to steal from their more traditional copywriting brothers and sisters. Because those old school elements of persuasion will make everything in your content work better.
From Smashing: Tone of voice isn’t what we say but how we say it. It’s the language we use, the way we construct sentences, the sound of our words and the personality we communicate. It is to writing what logo, color and typeface are to branding.
From Copyblogger: Sometimes you’re just flat out of ideas. It’s not a matter of talent — you’ve written great stuff in the past. But lately, when you go back to the well for a fresh idea, it’s coming up dry. This happens to the best of us — even veterans who consistently produce quality content have their off days. Yet they continue to write.
At its best, written fund-raising and marketing discourse should read like a conversation sounds — filled with personal views, concerns, stories and emotion. But my linguistics research reveals that these genres actually read more like doctoral dissertations than the lively banter of friends over a cup of coffee. Most discourse — especially the writing of fund raisers — creates little interpersonal involvement and contains less narrative than academic prose and official documents. It was this problem that framed the mission of The Written Voice — to infuse the written text with the passion of speech. At institutions of higher education, the urgency of this mission is reflected in the virtual absence of research agendas and course offerings on the language of fund raising.
From Copyblogger: People are highly complex and often mysterious, so we all struggle to understand our fellow humans. Hoere are a few basic psychological tidbits that can help you write compelling copy.