by Kathleen Hanover | Jan 13, 2023 | Blog, Copywriting, marketing
Even if “everyone” needs your product or service, you can’t effectively market to “everyone” with one generic offer. The key to writing unique and effective copy is to focus on a very specific prospect with a very specific emotional need. It can be a challenge for a...
by Kathleen Hanover | Dec 13, 2019 | Blog, Copywriting
When writing copy, it’s often easier to make the sale when you emphasize avoiding pain rather than gaining pleasure. In one of the copywriting groups where I hang out, a fellow copywriter asked about conflicting ideas regarding the concepts of positive/negative...
by Kathleen Hanover | Mar 12, 2019 | Blog, Copywriting
Let’s clear up a point of confusion for folks who aren’t professional marketing copywriters: “The Offer” versus “Your Service Offering.” They sound alike, but In the direct response copywriting world, the offer isn’t that...
by Kathleen Hanover | Dec 20, 2018 | Blog, Copywriting
Are you still wearing too many hats in your business? As a small business owner or entrepreneur, are you still doing your own copywriting? Still managing all your social media posting? Still doing your own public relations? I get it. When you started out, you had to...
by Kathleen Hanover | Oct 4, 2018 | Blog, Copywriting
I’ve been a marketing copywriter for about 30 years now. Ironically, for the first 15 years I didn’t even know the profession had a name. In fact, I didn’t know that writing marketing copy was a profession at all! How far I’ve come since I...
by Kathleen Hanover | Apr 2, 2018 | Copywriting
Today on Facebook, a fellow marketer asked, “if you have multiple products that all should be tapping into the same emotions…how do use the same underlying powerful emotions with different products while making the ad copy unique for each product?”...
