BP can’t seem to tweet. Maybe you can help?
BP Doubles Down on Damage
My previous post discussed how the oil spill killed BP’s environmental brand positioning. BP’s response to the spill has done even more damage. While the company is focused on the disaster, surely their marketing people aren’t out personally mucking out the marshes (if [...]
Kayla Schwartz, speech and presentation coach, and media trainer, talks about preparing your web video message.
When thinking about the content of your video, it is important to consider goals, the needs and interests of your audience, and your central theme: your main message. All communication has a purpose. In your video, make sure you tell [...]
Writing for Web video is not like writing for print. No one sees your words; they are heard, not read. That has important implications for structure, style, word choice and more. Read these key tips for effective Web video copy.
Writing effective sales copy requires you to have an out-of-body experience. You have to get out of your own world and put yourself in the place of your customer. Many companies are so concerned with what they want to say about their products that they never consider what their customers want to hear. Here are [...]
A shocking number of companies invest in writing great copy for their Web sites, but miss the very basics of search engine optimization. Most sites totally neglect meta-data—the words and phrases used by search engines—in preparing Web copy. If no one can find your site, no one will read your copy, no matter how good it is. You can write great copy, rich in keywords and formatted to rank highly in search engines, but if you neglect your meta-data, and you are trying to run a marathon with your feet tied together.
Outgrowing the Brand
Proxios had its beginnings as a small technology infrastructure outsourcing company called SuperServer. The company has grown beyond its Richmond, VA roots to have a national reach and had made significant investments in cutting-edge technology. They needed a brand that would convey the true stature of the company and give it a [...]
A good copywriter is a master in the basics of writing, but that isn’t good enough for the web. You need to master the new fundamentals of writing for the web.
Focusing The Message of an NGO Brand
Promote Uganda is a non-governmental-organization (NGO) founded by successful ex-patriot Ugandans with the goal of improving the economic lot of people in Uganda. The organization is an ambitious one. We helped them organize and articulate their agenda around several key initiatives:
Providing tourists information about travel to Uganda
Helping researchers or [...]
Writing copy for catalogs requires you get a lot done in few words. Your words have to sell within a very limited amount of space. These key points will get your readers to say, “Wow! I want to buy that!”
A Growing Company Looks to Branding
Kirch had grown from a small family venture into a multinational manufacturing and marketing powerhouse. The company had never really addressed its brand or history. In preparation for a new web site, they wanted to communicate to consumers in a new way. Kirch asked Merriam Associates to write the company [...]
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