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.
