Copywriting

Why Belief is one of the most powerful marketing emotions…

I re-post this article every holiday season, not just because I have a sentimental attachment to the picture above, which is from a shirt I was wearing the day I was asked the funniest question of my life, but because even now, years later, the question is so relevant. Maybe it's one of those "you… Continue reading Why Belief is one of the most powerful marketing emotions…

Copywriting

Got mail? Almost never. Here’s why that’s a mistake.

Online communications have never been better. Not to geek out or anything, but it's an exciting time to be an environmental copywriter. There's dozens of different mediums and methods to get really important environmental information out to anyone with an internet connection. Online communications today means you can push your message on any number of… Continue reading Got mail? Almost never. Here’s why that’s a mistake.

Copywriting

Where your environmental blog is getting it wrong.

So, you're an environmental organization and you have a blog. Terrific. You probably think your environmental blog should be about the environment. But, you'd be wrong. Unless you are a blog that is written by journalists who report on the most recent environmental news (like TreeHugger, the Guardian, or Yale Environment 360), your blog should not… Continue reading Where your environmental blog is getting it wrong.

Copywriting, The prospect

Just. Do. This. One. Thing. It’s harder than it seems.

To say what we mean is harder than it seems. Everyone who's ever been in a fight with a loved one knows that. But right now, when much of what we read online is doubted, second-guessed or assumed to be fake, getting our message across clearly is more important than ever. I chafe a bit… Continue reading Just. Do. This. One. Thing. It’s harder than it seems.

Copywriting

How Do You Talk to An Environmentalist?

The most powerful, most truthful writing speaks to just one person. If you're not a copywriter or marketing manager, that might not make sense. But writers have a trick up their sleeve when it comes to picking their audience. Instead of appealing to the masses, instead of trying to reach the hearts of a large… Continue reading How Do You Talk to An Environmentalist?

Copywriting

Watch out! You’re losing potential clients RIGHT HERE.

Once upon a time, you could have a great product or business and customers would find you. Sure you may have top-loaded your website with keywords, but everyone was fine with that arrangement. You can still do that today, of course, but the process of appearing first on the list is a fierce competition. If you're a… Continue reading Watch out! You’re losing potential clients RIGHT HERE.