I can easily remember the classic scene with Robert De Niro asking himself in the mirror who he is talking to while waving a gun in the air. “Taxi Driver” has become one of his masterpieces and still has plenty of fans, although it has been released in 1976. When it comes to copywriting, the problem is that plenty of texts are not necessarily talking to you. In the best case, they might be talking in your direction. The difference is huge because the writer tends to represent the focal point of the respective piece of text. So who cares about the copywriter? From a reader’s point of view, the copywriter is the last individual to think about.
There is one simple way to ensure that the reader feels like you are actually talking to them. You just have to thee and thou them. Use “you” as often as possible. Therefore, if you are not sure who this industry is about, you should know that it is about you as a reader and not as a copywriter. Magnet – a popular kitchen furniture manufacturer – has used a simple idea that took the reader closer. Continue reading →
The overall ideas represent the foundation of a good article or piece of text. From this point of view, there are a myriad of themes or ideas to take in consideration in order to create the ideal piece of information for your audience. Some ideas target online copywriting, while others can apply to any communicational channel. People will not necessarily react differently when they read a text only because they see it on a screen and not on a piece of paper. In fact, there are actually more chances for them to stop reading right away. I personally read around 10% of all the article links I check out. This fact asks for a continuous attention, as well as the necessity to respect a few basic rules. Continue reading →
Planning different scenarios gives various businesses the opportunity to exercise for the future and take a peek at the battlefield before the battle actually begins, only to be better prepared. However, it is worth knowing that developing a scenario does not imply predicting the future. Its value consists of the possibility to help companies understand the forces that can affect their future. Practically, all these forces tend to try out their assumptions.
I have noticed that a lot of top notch managers encourage these solutions, whether their businesses are new or not. Pierre Wack may not ring too many bells for a lot of people. But all those who have something to do with the oil industry might be familiar with his management skills over Shell during the ’60s. One day, he has asked the other directors to visualize tomorrow. He encouraged a sophisticated and responsible thinking over the current situation by giving everyone else the chance to understand the changes. Continue reading →
Both the actual sales and the customer influence can be dramatically affected due to a few general misconceptions. It is sometimes said that you need to be aggressive or smartly market for an idea or a product in order to be successful. Such a disbelief will most likely give birth to a series of inadequate behaviours. For instance, people can become invasive, aggressive and annoying, but they may also reach to the other end of the rope – kind and shy. The truth is that sales and the influence over your customers depend on approaching the right behaviour by ignoring your first instinct of aggressiveness, competence and cordiality. When combined with a top notch product, this cocktail will obviously help any manager gain the customers’ confidence and respect. Continue reading →