The Copywriter Underground

Those pithy folks at Media Orchard have fired up the Spin Thicket, a kind of Fark for PR/Marketing/Ad types.
While the more megalomaniacal among us might view this is as yet another vehicle for driving traffic to our blogs (thereby feeding our ample egos and providing the external validation we all seek), I’m choosing to think [...]

I’ve been a copywriter for 20+ years, so I tend to take the craft for granted.
In truth, I focused this blog on the craft beyond the words - the places where the modern copywriter can add a lot of value to his working relationships, particularly with medium and small businesses.
Still, at the core of copywriting [...]

Mickey Khan at DM News wrote an excellent editorial piece where he dubbed the social networking revolution the “Age of Expression.”
It’s a good phrase and he asks the same questions of the business world I’ve been asking: why aren’t you truly engaging your customers with interactive media like blogs and social networking?
The technology barriers are [...]

Even a cursory reading of my blog should suggest strong support for small business blogs (medium and big biz blogs too).
And why not? As some one who plied the waters of interrupt marketing for so many years, I’ve come to realize the benefits of engagement marketing, especially in light of the new media channels opening [...]

The always-excellent Creativity Factory blog touches on an idea so obvious that I’d wholly overlooked it.
As a copywriter who is actively pitching blogs to clients (and prospects), I’ve taken it for granted that enthusiasm and knowledge were part of the equation.
In essence, you wouldn’t build a blog and then fill it with content written by [...]

It’s an apology day. Instead of posting here, I’ve been slaving over a hot keyboard writing new business pitches.
I’m a freelancer, and paying your new business dues - in one form or another - is simply part of the freelance experience. Some of my colleagues love the chance to pump up the volume a bit, [...]

Communications giant Verizon just announced a company blog that promises a response to questions within 24 hours.
It’s interesting that a blog offers small and medium-sized businesses a channel where they can clearly out-compete their larger brethren (not that there are any small players left in this market), yet many are failing to embrace this new [...]

The basis of engagement marketing is… engagement (not surprisingly).
So why do so many interactive, “two-way” blogs think their job is finished when their entry is posted?
Talking Back. It’s a Good Thing.
You can’t engage someone if they think you’re not listening. And in today’s Web 2.0 world, feedback (in the form of comments) is critical.
Otherwise - [...]

Does your company operate a blog? Should it?
I think most companies - especially those selling in passion-based markets - should answer “yes.” To see why, simply ask yourself the following questions:

Has your company created an online community for committed product loyalists - a place that offers customers a voice, but won’t sink to the lowest [...]

Blogs are finding their way into the arsenal of corporate marketing departments, and for those willing to try this new marketing channel, the payoffs can be significant.
A marketing blog can build customer loyalty, help recruit new customers, drive revenues, unify fanatic users (who sell your product for you), and help you retain control of your [...]