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Public Relations & Social Media Insight
PR insight, social media & thought leadership - from The PR Coach http://www.theprcoach.com
Curated by Jeff Domansky
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Larry Ellison -- Genius Leader, Terrible Copywriter | Re/code

Larry Ellison -- Genius Leader, Terrible Copywriter | Re/code | Public Relations & Social Media Insight | Scoop.it

Richard Levitt, who worked in communications at Oracle for more than seven years, originally published this post on LinkedIn. It started off right


…Around 1984, Rick Bennett convinced Larry to start running ads. Rick’s approach is highly aggressive and confrontational. And, as it turned out, highly disruptive and successful.In an essay about his time working with Larry, Rick wrote, “I once asked Larry if maybe we ought to run some ad copy by legal. His response surprised me. He said, ‘Hell no! I’ve got a litigation department. Let ’em litigate.


’”That relationship lasted until about 1990. Soon Larry started writing his own ads. Larry is a brilliant tech guy, powerful leader and businessman. But he’s not a copywriter. And without anyone to guide or challenge him, that edgy positioning diminished into self-referential statistics. Worse, ads crumbled under extreme legal oversight....

Jeff Domansky's insight:

Great business story about influential and successful business leader Larry Ellison. Copywriter? Not so much.

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Good Descriptions Rate More Than Good Reviews

Good Descriptions Rate More Than Good Reviews | Public Relations & Social Media Insight | Scoop.it

Price still rules as an online purchase influencer, but basic brand assets should not be ignored in online product presentations.


Clear, concise, and pertinent product descriptions make online shoppers press the “Buy” button more often than do favorable reviews. In fact, only price topped persuasive product copy as a purchase influencer, according to a survey of 500 consumers conducted by Markettree for HookLogic.


Price remains king, with 84% of consumers designating it as one of the top three factors that cause them to buy. Sixty-three percent named product descriptions, and 49% listed reviews. Bringing up the rear were videos, named by only 12%. Fundamental brand assets like product names, images, and features, maintains HookLogic's survey report, are the bottom-of-the-funnel items most likely to turn browsers into buyers....

Jeff Domansky's insight:

Surprising copywriting, market research.

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The 3-Step Journey of a Remarkable Piece of Content - Copyblogger

The 3-Step Journey of a Remarkable Piece of Content - Copyblogger | Public Relations & Social Media Insight | Scoop.it

We’ve all experienced content like this. But do we know how to create it? That’s the question. Because consistently creating remarkable content over time is what it’s all about.


You’re aiming to create content that makes people pay attention, think, and feel.


I believe that remarkable content takes a three-step journey.

And as content creators, if we keep this journey in mind, we can craft an experience that will have a profound effect on our readers.


Jeff Domansky's insight:

Remarkable content takes a three-step journey to inspiration says Pamela Wilson.

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Tom George's curator insight, June 5, 7:05 AM

Always great copy and content marketing tips from Copyblogger.

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One-word copy changes that will increase your ROI

One-word copy changes that will increase your ROI | Public Relations & Social Media Insight | Scoop.it

Your vs. my. Do vs. don't. Dollars vs. percentages. Minor modifications can have major mojo.


Attend a Life is Good festival and you'll notice that security staff wear "Safety" T-shirts rather than "Security" T-shirts, writes David Meerman Scott.


This friendly idea is a typical tweak from a brand focused on giving customers a good time—another example is its internal ban on the phrase "I have to"—the preferred phrase being "I get to."


It sounds fun, but simple, one-word copy tweaks can make a huge difference to your marketing ROI. Here are five...

Jeff Domansky's insight:

Great advice for bloggers, copywriters and PR pros.

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15 Pearls of Wisdom From the Legendary David Ogilvy [SlideShare]

15 Pearls of Wisdom From the Legendary David Ogilvy [SlideShare] | Public Relations & Social Media Insight | Scoop.it

When you're frantically trying to stay in your marketing prime, remember: Some marketing advice stands the test of time.


... But sometimes, it's helpful to step back and remember that some marketing advice is timeless. Tools change, methodologies develop, but there are some core marketing truths that can stand the test of time. And sometimes, one person can be the source of a ton of timeless marketing advice.


Today we wanted to highlight one such person: David Ogilvy. Widely considered the Father of Advertising, Ogilvy was the founder of Ogilvy & Mather Worldwide and a prolific writer. Even though his books were published decades ago, his advice is still applicable today. So we rounded up his best advice for marketers to help inspire you on this dreadful Thursday morning. Here's what Ogilvy has to say...

Jeff Domansky's insight:

As a copywriter early in my career, David Ogilvy was always an inspiration. Recommended reading for marketing, PR and bloggers.

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Elsie Whitelock's curator insight, June 14, 2013 5:58 AM

Really good food for thought here from the Master marketer, David O.

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15 Copywriting and Content Marketing Blogs that Will Make You More Money

15 Copywriting and Content Marketing Blogs that Will Make You More Money | Public Relations & Social Media Insight | Scoop.it

Sonia Simone of Copyblogger: "We think persuasive writers — content marketers and copywriters — are as worthy of cheers and accolades as our fiction-writing brothers and sisters.

 

So today I put together a list of 15 writing blogs I think you’ll get a lot out of."


Via Liz Wilson
Jeff Domansky's insight:

Lots of new resources to check out in this list.

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Liz Wilson's curator insight, January 6, 2013 11:22 AM

I enjoyed this selection of copywriters' blogs - you may not always like their style but they'll make you think outside your own ideas. 

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11 Overused Terms in Modern Marketing That Need to be Retired

11 Overused Terms in Modern Marketing That Need to be Retired | Public Relations & Social Media Insight | Scoop.it

You really need to stop using these phrases.


Some are blatantly self-inflating, some are too vague for their own good, and others just sound downright disgusting.x


We’re all familiar with those wrung out, miserably overused industry terms that have been leeched of their original potency.


They’re the ones repeatedly (and often inaccurately) applied to such a broad variety of subjects and situations that they’ve taken on undesirable connotations as a result.


And they’re the words I’m now promoting replacements for in an effort to abolish their exhausting reign over modern marketing discourse....

Jeff Domansky's insight:

Marketing malaprops begone!

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The words and phrases that convert are almost always simple (Infographic)

The words and phrases that convert are almost always simple (Infographic) | Public Relations & Social Media Insight | Scoop.it

“Members only” – “limited offer” – “guaranteed” – “discover” – “check out”…


If you wonder what these terms have in common, here is the answer. Brands consider them to be top performers. They are effective because they create a sense of urgency and pique people’s interest.


The other reason why these words and phrases sell has a lot to do with their simplicity. We recognize them instantly — and are more likely to take action as a result.


Not convinced? Check out this infographic created by Uberflip. You will find an interesting list of the most persuasive terms used in marketing over the years....


Via Cendrine Marrouat - www.socialmediaslant.com
Jeff Domansky's insight:

Copywriters and content marketers take note.

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wanderingsalsero's curator insight, August 7, 2:59 AM

Very fascinating article.  I've always been intrigued by the selective use of certain words...and their impact.

Nicoletta Gay's curator insight, August 8, 4:01 AM

How important are words for modern marketers?
Take a look at this infographic!

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Can You Resist Clicking These 3 Headlines? (One is So Good I Had to Copy it) - Copyblogger

Can You Resist Clicking These 3 Headlines? (One is So Good I Had to Copy it) - Copyblogger | Public Relations & Social Media Insight | Scoop.it

It's okay to give readers a little something extra with your headlines ... when the something extra serves a real purpose and isn't fluff.I love a headline that just comes out right and smacks you in the face with its promise.This one does just that:Here’s why Netflix streaming quality has nosedived over the past few monthsPart of the reason this headline hit me so hard and fast was timing....

Jeff Domansky's insight:

The art of headline writing pays back in traffic.

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BUNKER48 Blog – Content Marketing for SMEs p. 1: Write Copy That Sells

BUNKER48 Blog – Content Marketing for SMEs p. 1: Write Copy That Sells | Public Relations & Social Media Insight | Scoop.it

If you work in an SME you are always looking for new ways to increase your sales and grow your business. Gone are the days of cold calling – now small businesses can unashamedly take advantage of digital marketing and the newest kid on the block: content marketing.One of the great ways to attract new prospects and solidify your brand is to communicate your offer effectively and reach out to communities that might be interested in your services. But how do you make sure the content you create meets the standards of the industry and beyond?...

Jeff Domansky's insight:

Zaneta Stepien reminds us what makes content effective. Recommended reading to get you inspired.

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Five Ways To Flip Your Copywriting For Higher Conversion Rates

Five Ways To Flip Your Copywriting For Higher Conversion Rates | Public Relations & Social Media Insight | Scoop.it

When faced with creating a conversion-focused SEO landing page, what should our copy focus on? There are so many things we can do — so many directions we can go — that it becomes hard to know what to choose.

 

Do I go with statistics or stories? Facts or feelings? Data or discounts? If one of these is good, isn’t a mix of all of them better?

 

Blending Content Types Doesn’t Work

We know we’re blending when we start adding adjectives to our sentences. “Our solution is the most cost-effective, easy-to-use, colorful, highest-intensity, waterproof, process-oriented available on the market.” We know we’re blending when we want to put one more “value proposition” on a webpage, even when we don’t have room. “Hey, let’s use a rotating hero image!” The beauty of it all, though, is that search marketers don’t have to blend. We can use keywords as a guide to help us get started on our copy....

Jeff Domansky's insight:

Fresh perspective on content and especially the importance of "focus" for your copy.

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