“Don’t bury the lede.” That’s what everyone always says to writers. Get to the point. Just give us the information we need.
It’s great advice for journalists. Horrible advice for marketers.
“Don’t bury the lede” is a phrase for reporters who write crime blurbs and short local interest pieces. It’s for articles that start with “Mayor So & So announced yesterday that he was going to do X, Y, Z” and then go on to tell you in forensic detail what happened, who was involved, where, why, how, etc. The news world is based on unbiased facts and conveying information efficiently. “Don’t bury the lede” is for journalists and their editors, not storytellers.
Success is a difficult thing to quantify. It’s a lot like the present – it’s hard for us to really understand the moment that we’re in when the lines between what’s past and what’s future are so blurred.
So when people ask “How do you become successful? What are the steps I need to take to achieve success?” they’re asking the wrong questions. Their mindset is flawed. They’re trying to follow a roadmap to a singular destination, when success, like the present, is not a concrete moment in time but an ever-evolving process.
Writing copy for marketing campaigns is modern day poetry when it’s done right. Great copy engages emotionally. It persuades, entices, entertains, and informs. And nowhere is there more copy, or more important copy, to be written than on a brand new website.
Yet copy is the most overlooked aspect of many design projects. Copywriters all too often don’t get the respect or credit they deserve. The truth is that, when done right, a website is a digital novel. It invokes great storytelling to communicate a specific brand message to an audience.
Most clients realize they need help crafting that message during the branding stage. They realize they need help with design, development, and marketing campaigns. However, too many tend to think that they can write their own website copy. Whether they’re a Fortune 100 or an emerging start up, they all assume they can and should own this.
PPC - three powerful letters that have changed marketing forever. PPC is power personified. PPC is agile. PPC has turned the advertising world on its head over the past 10+ years.
Yet, PPC is largely viewed as a direct response medium -- an auction-based channel that lives solely on Google SERPs. This point of view may have been partially accurate years ago, but today it’s outdated and extremely limiting. Even the term PPC isn’t entirely accurate. It ignores so many aspects of how marketers can use paid strategies to engage with their audience.
We don’t live in a single interaction world – we never have. We live in a multi-device, multi-medium, offline and online convergent world where the Buyer Journey is infinitely complicated. This is where, not just PPC, but digital Paid Media shines. It’s not utilized this way very often, but when it is, it’s incredibly effective.
Click here to download the full eBook or read on below.
Every Halloween, there is a celebration of all things that go “yum!” in the night, as we delight in our favorite candies. The average household spends $44 a year on candy for trick-or-treaters, with over 2 billion total spent on the holiday. There are a number of year round favorites that children (and many adults) look forward to indulging in, such as M&M’s, Kit Kats, Reese’s Cups and Hershey bars to name a few. But then, there are those candies that have been long forgotten that find new life come October 31.
Along with ghosts and mummies and vampires, a few candy brands are resurrected every year. Appearing suddenly from dusty convenience store shelves and drafty warehouses, these candies can be found in the bags, pillowcases and plastic pumpkins of school children. Whether trick or treat, here are a few of the brands that we notice always seem to appear out of nowhere every Halloween.