the episode

Long before I ever worked on my first website, I was developing brochures and direct mail campaigns for business owners. Many of the rules of good copywriting I learned back then, are transferable to a digital environment especially, great content is engaging and interesting to a reader when it’s focused on them.

So the trick as you’re writing your web copy is to make sure you’re focused on the client. One of the best ways to figure out if your focus is correct is to print out your web copy.  Then read the content with two pens in hand, one red and one blue.

As you read circle all your first person references in red.  Look for words like I, we, our company, and even our clients.  Then circle all your second person references in blue.  These are words and phrases like you, your business, and people like you.  in blue.

When you’re done, look at the page if you see more red circles than blue, go back and rewrite from a readers perspective. The result will be more interesting, more compelling and more effective.

Go ahead, try this at home on your web copy. 

about the marketing minute

Each week, host Lorraine Ball shares just a few words on a marketing topic. She boils down creative ideas, practical tips, and decades of real-world experience into a mini podcast which is always less than two minutes.

Look for these mini bits of marketing inspiration every Sunday.  Then come back and enjoy the longer interviews every Thursday.

Look for the mini podcasts and full episodes on iTunes, Spotify, Google Play and wherever you listen  to podcasts.