What Makes Writing Educational?

Your goal is to help your readers learn and apply the information. (Photo: kasto)

Before you start any writing project, it’s important to think about what your goals are.

For example, the goal of a movie script may be to entertain, while the goal of an online ad may be to persuade the reader to buy the product.

If you’re writing educational materials, your goal is to help your readers learn and apply the information. But this is typically easier said than done.

You have to convey the information in such a way that readers understand the material and find it engaging; otherwise you’ll lose them before you’ve accomplished your goal.

Here are some key similarities among effective educational writing. Continue reading “What Makes Writing Educational?”

3 Times When Long Copy Is Best for Marketing

Think long copy is dead? Not so fast. (Photo illustration: Eric Isselee)

If you’ve been in marketing for a while, you’ve probably heard people say stuff like: “Long copy is dead” or “Nobody reads long copy anymore.”

But long-form content is still an important part of business.

Sure, there are plenty of situations where shorter content is best, such as social media, blog posts, and emails. For other types of content, it’s the exact opposite.

White papers are one good example. They go into much more detail, which can’t be covered in a mere few hundred words. That’s why most white papers are five to 10 pages. Case studies, sales letters, and similar projects also tend to work well as long-form content.

If your product or service is new, expensive, or complex, you’ll probably want to use longer copy. Continue reading “3 Times When Long Copy Is Best for Marketing”

5 Things All Successful Fundraising Materials Have in Common

Make your fundraising materials more successful. (Photo: Oksana Kuzmina)

Successful fundraisers get people to care about a topic and compel them to act.

Persuading these folks to volunteer their time, donate their money, or invest is a challenging task. But with the right approach, you can definitely do just that.

One of the best ways to write an effective fundraising appeal is to emulate what has worked for others in the past. So here are some of the key commonalities among successful fundraising materials. Continue reading “5 Things All Successful Fundraising Materials Have in Common”

Writing Tips for B2C vs. B2B Marketing

There are some important differences between B2C and B2B. (Photo: ammentorp)

Marketing can be divided into two broad categories:

  1. Business-to-consumer (B2C)
  2. Business-to-business (B2B)

As the names suggest, B2C is focused on marketing products and services to the end user, while B2B is focused on marketing products and services to another business.

When most people think of marketing, they’re thinking of B2C because it’s mainly what they see in daily life.

Here are some B2C examples:

  • An iPhone commercial
  • An online ad for McDonald’s
  • A billboard that shows off the new Honda Accord
  • Product placement of someone drinking Coca-Cola in a movie

B2B is harder for most people to spot because they don’t see it quite as often, unless they have a career in marketing or buy products and services on behalf of their company.

Here are some B2B examples:

  • A magazine ad for IBM consulting
  • A sales presentation that explains Aetna’s health insurance policies for corporations
  • A white paper that lists the benefits of LessAccounting to small business owners (I love LessAccounting, by the way. Their slogan used to be: “All small business accounting software sucks; we just suck the least.”)

There are many similarities between B2C and B2B marketing because behind every company there are people—such as owners, board members, and executives—who make decisions.

But there are also some important differences. Continue reading “Writing Tips for B2C vs. B2B Marketing”