What do a factory filled with revolutionary confectionary wonders and a magic-infused colossal peach have in common? How about a shadowy society of children-hating witches and a rogue vegetarian dream-catching giant? Believe it or not, the above are all story ideas penned by the legendary author Roald Dahl. Writing for children is notoriously difficult, but Dahl captivates the minds of even the most fickle bunch. How did he go about writing such hits? Join Wordsmith as we celebrate the brilliance that is the world of Dahl.Read More
When you’re thirsty do you order a carbonated soft drink or ask for a “Coke”? If you need to write something down, do you grab a repositionable note or a “Post-It”? Sometimes a brand is so popular it becomes an actual trademark name for the product itself – and here lies the holy grail of effective brand awareness.
Unlike Pay Per Clicks and social shares, brand awareness is often difficult to quantify, but this doesn’t mean it’s not an extremely valuable component that helps push potential leads further down the marketing funnel. Brand awareness has the power to establish connections with new customers, build your brand equity with current customers, increase consumer loyalty, boost sales and most importantly, keep your brand top of mind.
At Wordsmith, we believe building brand awareness should be at the core of every content marketing strategy decision, from a product launch press release to your most recent tweet. So, how do you overcome the 3 most common brand awareness hurdles? Read on to find out.Read More
Have you ever tried writing without a plan?
Staring blankly into the void as you try to think of something to put onto the page...
If you feel like writing is something that comes naturally to you, put yourself to the test with "The Most Dangerous Writing App", and challenge yourself to write non-stop for five minutes.Read More
Pride flows through you as you reread your second draft. You’ve got all the core components, your message is clear and you’ve structured your sentences perfectly to ensure a concise flow. Does this mean your article is ready for publishing? We hate to be the bearer of bad news, but Steve Harrison (author of How to Write Better Copy) thinks there is still work to be done. Before you flip the table in frustration, let Wordsmith offer a few choice words in favour of a third draft.Read More
Not everyone can become a great leader, but a great leader can come from anywhere. Regardless of their background, leaders step up during times of need – bringing people together and inspiring the masses to take action for a greater good. However, whether people come together or become divided is ultimately determined by how leaders convey their messages. Join Wordsmith as we examine how a few words can spark inspiration… or outrage.Read More
Everything happens in the headline. As content marketing efforts continue to increase for modern brands, so has the need for enticing, clickable headlines in online copy. First impressions matter – and articles are no exception. Whether you’re creating a long-form thought-leadership article, a pithy press release, blog post or email marketing campaign, the title should not only grab the reader’s attention, but also lead them further down the yellow brick road to conversion.
Aside from attracting potential customers, copywriters need to also think about relevant keywords and character length in order to climb the ranks of Search Engine Result Pages (SERP).
So, how do you seamlessly cater to the needs of both customers and Google bots? Fortunately, Wordsmith has 3 top tips to craft engaging headlines that will get your content noticed. Read on!Read More
When storytelling engages the senses, the words leap off the page and come to life in our minds. We’ve previously highlighted how copywriting can create illusions that tingle the skin and tastebuds, and with each additional triggered sense, the deeper the impression of the story. Join Wordsmith as we explore deeper into the world of multisensory writing!Read More
What do Nigerian princes, your “buddy” Dave (who you haven’t spoken to since high school) and snake oil salespeople have in common? Whether they’re peddling a job opportunity, a multi-level marketing scheme or the perfect set of cruelty-free non-FDA approved lotions for your skin type, they share sales pitch tactics designed to persuade and potentially deceive the unwary – some of which are used legitimately in marketing as well! Join Wordsmith as we take a closer look behind the psychology – and language – of deception.Read More
In Hong Kong, China and most other cultures, the word “face” (面子 or mianzi) carries a dual meaning. Apart from its literal definition of outwards appearance, it also represents the sociological concept of a person(s) “self-image or value and their want [for such] to be appreciated and respected by other members of the community.”
Even in the face of a screwup (pun intended), it’s inevitable that people or businesses seek to preserve face when making an apology – be it through pointing the finger of blame, offering reparations, vowing to make changes or some combination of the above. In most cases, this tactic can result in apologies that fail to impress, or worse yet, appear disingenuous. So how exactly should we go about crafting a genuine apology? Read on to find out more…Read More
It goes without saying that customer trust is a brand’s most valuable asset – but we thought we’d give you a reminder anyway. With 92% of consumers saying they are more likely to trust brands that support social issues and environmental efforts, it’s time for companies to stand up and take notice.
Over the past decade, social responsibility, employee satisfaction and environmental impact are now more entrenched than ever before in the marketing sector, in an effort to build trust and encourage positive social change. In a world increasingly filled with fake news, customers are more sceptical towards environmentally-driven marketing efforts, which is why brands need to create a solid content strategy that truly showcases their brand’s tenacity, unity and most of all transparency.
Take a look at Wordsmith’s top 5 examples of how to create a compelling narrative around your brand’s social and environmental initiatives.Read More
Do you know what’s worse than a boring story? Boring delivery. Try reading these passages (courtesy of The Paris Review) and see if you can go beyond the first paragraph. While the article quotes material from 1892 with the intent of helping you fall asleep, you’ll find that such lacklustre styles of writing are still around even today.
If you’ve read our previous article on alliterations and assonance from Mark Forsyth’s book The Elements of Eloquence: How to Turn the Perfect English Phrase, you’ll know that a touch of poetic prose can give your copy a much-needed lift. However, if you’re looking to explore deeper into the art of rhetorical manipulation, read on to find out more…Read More
It’s no surprise that marketers look to storytelling to captivate their audiences – not just visually, but through the other senses as well. A notable example would be Hennessy XO’s collaboration with director Ridley Scott, where creative freedom depicted Scott’s interpretation of the layers behind the premium cognac. As you’d expect from the legend who directed the Blade Runner and Alien series, the cinematography, sound-design and scriptwriting all came together to tell a cohesive story that tickles the senses.
As copywriters, we don’t have access to the tools of a Hollywood director. Instead, we have to rely on words to metaphorically paint our stories, orchestrate the accompanying soundtracks and just about everything else in between. Interested in learning more about multi-sensory copywriting to expand your linguistic arsenal? Read on…Read More
Every writer has a comfort zone of topics. However, the moment we are pulled from our cushy dens and asked to write about something unfamiliar, it can feel like we’ve been stranded at sea.
The ability to masterfully write about anything is a dream that most copywriters salivate over, but for anyone who isn’t a prodigal wordsmith, it can be easy to lack confidence in our copy. If you’re looking to become a more well-rounded writer (with the bravado to boot), read on…Read More
Most consumers trust people over brands when it comes to product recommendations, so it’s no surprise that strategies like influencer marketing are on the rise. Designed to tap into an existing community of highly engaged followers on social media, Business Insider claims that influencer marketing ad spend is projected to reach between US$5 billion and US$10 billion by 2022.
Far from being buzzwords, influencers are quickly becoming one of the most profitable ways to advertise. According to Forbes, influencer marketing is growing even faster than digital ads.With an endless stream of overarching benefits including increased follower engagement, heightened brand awareness, improved credibility and higher website traffic, influencer marketing remains a viable tactic for companies of all sizes.
Join Wordsmith as we take look at 5 successful brands that have hit the nail on the head when it comes to influencer marketing.Read More
There’s nothing quite like the feeling of triumph upon finishing your first draft, but you’d be a fool to think that your copy is perfect as is. Aside from the obvious threat of spelling or grammatical errors, there could be concerns regarding readability, conciseness and whether the copy truly speaks to your readers. Need some pointers to clean up your copy? Never fear – Wordsmith is here!Read More
The Internet and mobile data networks have allowed for global communications on a whim. With instant messaging and email, we’ve grown accustomed to instant gratification – especially when it comes to receiving sweet nothings from that special someone. Although romantic letter writing may be a dying art, we at Wordsmith believe it is an art worth saving. So with a little help from the Academy Award-winning film Green Book, read on to find out more…Read More
Technology has made information into a commodity. But how much thought do we put into the validity of information we find online?
When we look something up, we defer to the reporting or opinions of others before we form our own judgments, which give these external groups considerable influence over us – especially if they can manipulate our expectations with the power of cue words. Want to find out how it’s done? Read on…Read More
Long gone are the times when publishing directly from Microsoft Word to your website was enough to gain traction and build online audiences. The days of publish-and-pray are severely outdated when it comes to modern content distribution.
These days, marketers need to think beyond simply sharing content on social media, to find new channels that get their content out there in the open, on centre stage, in front of their target audiences. Content distribution is as critical to your marketing strategy as creating the content itself. The old phrase “if a tree falls in the forest and no one is around to hear it, does it make a sound?”, rings far too true in this scenario…Read More
As copywriters, our work takes us to a myriad of working environments – ranging from the open-plan offices favoured by prestigious creative agencies to the columns of cubicles seen in more traditional offices (or dingy closets for those unfortunate enough). Whenever we take on a new job, we are often so focused on the tasks at hand that we neglect to consider the environment and its impact on our productivity for said tasks. Which environment is best suited for writing? Join Wordsmith to find out more…Read More
As the financial year draws to a close, the thoughts of listed companies turn to producing their annual reports. Although some treat this as a boilerplate reporting exercise seeking no more than regulatory compliance, the annual report is a fantastic opportunity to market your brand and your company’s investment potential. Looking to bring a spark of innovation to your annual report? Read on…Read More