Copywriting

Four simple tips to make boring copy more exciting

Certain brands are born to sound sexy. Take Burberry, for instance, and Mercedes-Benz and Apple – these brands sell luxury products with such slick and alluring design that they almost sell themselves.

But what if your product is far less appealing?

Modern Marketing Model Econsultancy

The Modern Marketing Model (M3)

The Modern Marketing Model (M3) The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need a new unifying framework as a reference for what marketing has become. 1. […]

How five charities convey purpose through tone of voice

Copywriting is an important consideration for marketers in all industries, but never more so than in the charity sector.

Not only are words used to persuade (i.e. to drive fundraising and donations) but they’re also used to inform, educate, and simply comfort people in need.

b2b digital transformation

How to score more leads with the B2B messaging equation

Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.

To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world’s largest B2B enterprises.

travel copywriting

Eight examples of top-notch copywriting from travel brands

The travel industry can be guilty of using a cliché or two. From ‘hidden gem’ to ‘melting pot’, it’s understandably difficult to stay away from bog-standard vernacular when writing about the same places as every other travel brand out there. So, how exactly do you sell a destination without reverting to clichés? What’s more, how […]

Six ways brand marketers can bring the funny without being cringeworthy

People like stuff that makes them laugh, according to a new study of one person (me).

Laughing was found to be conducive to feelings of wellbeing, and the providers of that laughter were likely to be viewed with feelings of positivity and even warmth. Fact. 

We don’t need to cite a load of research to know that, in marketing as in life, humour works. It makes us feel good, it makes people more attractive, it lightens our day; hell, sometimes it even gets people to share content by brands.