|About Red Wagon Writingwww.RedWagonWriting.com
Megan Tsai is a content specialist providing marketing copywriting and consulting services for clients across the nation. Services include:
Press releases and press kits
Trade and feature articles
Catalog descriptions and articles
Brochures and booklets
Video and CD-ROM scripting
Corporate image pieces Contact Megan TsaiCopywriter & Content Specialist
Owner, Red Wagon Writing
3265 Streamside Dr.
Greenwood, IN 46143
|Red Wagon Writing
Marketing Tip of the Month
Understanding Common Copywriting Terms
When you’re dealing with a copywriter, a few terms may come up that you’re not familiar with. If that happens, never be afraid to speak up; copywriters are pros at translating industry jargon into layman’s terms, and they’ll happily help you out. But if you’d rather go into the conversation looking like a pro yourself, here is a rundown of some of the basic copywriting terms and what they mean.
Benefits: The way your product or service can help your prospect or fulfill their needs (as compared with features).
Call out: An additional piece of copy in your project that is “called out” with graphics, such as an information box (often called a sidebar) or featured quote (often called a pull quote).
Call to action: The specific action you want a prospect to take after reading your marketing materials, such as call a toll-free number or send in a reply card.
Case study: A one-to-five page success story explaining how your client solved their problems using your product or solution.
Collateral: Any form of printed marketing material, such as a brochure or sell sheet.
Content marketing: Giving prospects and clients material they want to read (such as articles and white papers) instead of promotional material (such as brochures).
Features: The qualities or specifications of your product, such as its measurements and materials (compare to benefits).
Landing page: The page a visitor “lands” on when they enter a web address or click on a link to your website from another website.
Microsite: A miniature website with a narrow focus, such as a product- or campaign-specific website. A microsite is usually three to five pages and often contains in-depth visitor tracking or analytics capabilities.
Nurturing: Keeping in touch with prospects who are not yet ready to buy your product or service.
Sell sheet: a one-page information sheet listing the key features and benefits of a product or service.
Tag line: A brief phrase that accompanies your company name; the best state a key benefit. For example, “Nothing runs like a Deere” and “Every kiss begins with Kay”.
Thought leader: A person within your company or organization that has unique, innovative or interesting ideas about what’s going on in your industry, and whose expertise may be tapped for copywriting and marketing projects.
Unique selling proposition: The key thing about your product or service that makes it different or better from others on the market. What is the one reason your prospects want and need your product?
White paper: A three-to-ten page report that describes an issue or challenge in your field or industry and presents solutions for solving that challenge.
Writing Tip of the Month
Beyond the Thesaurus
When you’re on the hunt for the perfect word and the thesaurus doesn’t yield the result you’re looking for, try visiting the ultra-useful tool at www.rhymezone.com. Not only does this site offer a dictionary of rhymes (perfect for all you poets out there) it also offers searches for “find related words”, “appears in the definition of” and “search for quotations”.
For example, when you search “clear” in the thesaurus you come up with run-of-the-mill synonyms like perfect, flawless and vibrant. But when you use this tool, you also find many other related words such as bedazzle, bluish, frosty, transparent, unblemished, whitewash and purge. Unusual and highly descriptive words such as these add an extra dimension to your writing and convey your intentions more accurately to your reader.