Good copywriting, good small business

The Sydney Morning Herald

CLEAR and effective communication is key to winning business, so it’s important to choose your words wisely. But for some small-business owners it can just be too hard, and it keeps on getting put off … until tomorrow.

The head of the Australian School of Copywriting, Bernadette Schwerdt, says writing involves the fine crafting of words, and many small-business owners make the error of sitting down to write off the top of their head without giving their selection of words enough thought.

Ms Schwerdt, whose background in advertising and acting underpins her communication style, says there are common mistakes that people make when they write material for their business.

Before anyone ever writes anything, they should be able to answer three questions: ”Why this? Why you? and Why now”, says Ms Schwerdt.

Customers will be making instantaneous, often subconscious, assessments when they read the words on your website or in your e-newsletters, and answering these three ”whys” will help your business maintain the interest of the right customers, Ms Schwerdt says.

They want to know why this product will make their life easier, richer, happier or healthier, she says.

Answering the ”why you?” question addresses the difference between your own business and that of your competitors, and ”why now?” is the urgency factor.

”People think I could do with a financial planner but I don’t really need one now, or I could do with a trip but not now. It’s about creating content or copy that encourages people to do something right now,” she says.

Five tips to cure writer’s block  >>>>   Leer más “Good copywriting, good small business”

Mobile economy report: 2012 stats, predictions and trends


Mobile economy report: 2012 stats, predictions and trends
from ThinSlices Mobile Development

Diversity in Advertising – the film

See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

‘Diversity in Advertising’ asks the men and women behind some of the best adverts in the world why there’s a dearth of black and ethnic minorities working in the……

See on

10 tips on writing from David Ogilvy | Masters of Design and Innovation | Masters of Design and Innovation

See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

“On September 7th, 1982, David Ogilvy sent the following internal memo to all agency employees, titled “How to Write”:


The better you write, the higher you go in Ogilvy & Mather.
People who think well, write well.
Woolly minded people write woolly memos, woolly letters and woolly speeches.
Good writing is not a natural gift. You have to learn to write well.

Here are 10 hints:


1. Read the Roman-Raphaelson book on writing. Read it three times.


2. Write the way you talk. Naturally.


3. Use short words, short sentences and short paragraphs.


4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.


5. Never write more than two pages on any subject.


6. Check your quotations.


7. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.


8. If it is something important, get a colleague to improve it.


9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.


10. If you want ACTION, don’t write. Go and tell the guy what you want.



See on

YouTube’s 20 Most-Watched Ads of 2012 • Highsnobiety

See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

1. Nike Football: My Time is Now
2. Pepsi Max & Kyrie Irving Present: “Uncle Drew”
3. The Bark Side: 2012 Volkswagen Game Day Commercial Teaser
4. The Next Big Thing is Already Here – Samsung Galaxy S III
5. Official 2012 Honda CR-V Game Day Commercial – “Matthews…”
6. The Dog Strikes Back: 2012 Volkswagen Game Day Commercial Teaser
7. GoPro HERO3: Black Edition – Smaller, Lighter and 2X More…
8. Halftime in America: OFFICIAL Chrysler Super Bowl 2012 Commerical
9. Nike Football: Mercurial Vapor VII: Christiano Ronaldo vs Rafa…
10. Audi 2012 Game Day Commercial – Vampire Party
11. Chevrolet Super Bowl XLVI Ads – Chevy Silverado “2012″
12. Pocket Like It’s Hot – Snoop, DeStorm, & Andy Milonakis
13. Old Spice | Blown Mind
14. Old Spice | Bounce
15. Sauza Tequila – Make it with a Fireman
16. Toyota Camry 2012 Big Game :60 Commercial – It’s Reinvented
17. Hot Wheels World Record: Corkscrew Jump
18. FIAT 500 Abarth Commercial – Charlie Sheen “House Arrest”
19. Old Spice | Bed
20. Old Spice | Vending Machine

See on

Using Technology to Reach Unreachable Students

See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

The iPad made a transformation in John’s learning demeanor. Where once his attitude blared, “I dare you to teach me!” now it screams, ” Teach me more!

See on

PKM: the basic unit of social business | Harold Jarche

See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

Marta Torán’s insight:

Para Harold Jarche el trabajo del siglo 21 debe contar más que con “los equipos” con la Gestión del Conocimiento Personal dentro y fuera de las organizaciones.

See on

Para ver claro, basta con cambiar la dirección de la mirada. Buscamos un Analista Semi / Senior de RRHH | ArriveRH

Para ver claro, basta con cambiar la dirección de la mirada.logo
Otra empresa más se suma al cambio y está buscándote!. Analista Semi / Senior de RRHH

Una Empresa de zona oeste, está buscando un profesional que sienta y que sepa trabajar en el área de Recursos Humanos.

Que nos piden de vos…

  • Que seas profesional de las carreras de  Recursos Humanos o afines con 3 años de experiencia,
  • Que manejes y estés familiarizado con los soft de RRHH
  • Que tengas experiencia desarrollada en industrias de procesos continuos y dotaciones numerosas.

Sentido común, una persona proactiva, con iniciativa, flexible, innovadora y con una clara vocación servicio hacia el cliente interno, humanizando el área y su comunicación.

El Propósito general del cargo, te involucra como responsable por el desarrollo, implementación y seguimiento de los proyectos vinculados al área. Teniendo como tus principales responsabilidades y desafíos:

  • Selección y reclutamiento de personal de los distintos niveles de la cía.
  • Implementación de diversos programas de desarrollo y capacitación.
  • Armado de Políticas de comunicaciones internas.
  • Elaboración de reportes de gestión e indicadores del departamento.
  • Gestión de clima

Vamos no pierdas la ocasión, escribinos, mandanos tu datos personales, profesionales y contándonos porqué sos VOS el profesional que buscamos.

No te olvides de mencionar tu remuneración pretendida!
Con la REF.: ZHP a

Latest Cosmetics Websites Trends: Beauty will Save the World

Latest Cosmetics Websites Trends: Beauty will Save the World

via Design Newz