Content writing reviews from Hubspot and Mashable caught my attention this week. They both cite companies that rely on copywriting skill to achieve business objectives.

In a blog post the folks at Hubspot describe the copywriting at 10 different companies as amazing. The copy succeeds in the following ways:

-       Describes how everyone feels while in the midst of whatever you offer

-       Gets people to open their emails: “A few ways to …”

-       Is clear, concise and crisp with a touch of whimsy

-       Uses puns and stories in product descriptions to bond with buyer persona

-       Says a lot with few words

-       Spins customer service issues by being playful, helpful, and informative

-       Crafts powerful taglines that explain the value proposition

-       Strikes a balance between professionalism and humanness

-       Employs data to prove a point while still telling a story

-       Is humorous, timely and relevant

-       Positions brand through themes and is highly personalized

Sivan Cohen reports on the Mashable blog that fewer than 21% of technology companies have a corporate blog. She cites five company blogs that work and why. A reason for each of her choices is given:

-       Includes relevant tips and tricks for navigating the online world

-       Offers a platform for users to tell their stories

-       Connects event attendees to people behind events

-       Provides unique insights

-       Emphasizes creativity and fun

When skillful copywriters understand business objectives and audience interest everybody benefits.