Writing Without Waffle
Top down v bottom up
There’s top-down communication and bottom-up communication.
Top-down communication is when the company talks to the people. “HELLOOO. We are the company. We sell this, this and this. We want you to buy some. Here’s our phone number. BUY SOMETHING NOOOW!!!”
Bottom-up communication is when the people talk to the company. “Hello, company. I’d like to buy something. Please will you show me where it is, tell me how much it costs, and reassure me that I’m making the right decision. Thank you.”
The people have the money in their pockets that you want. But, today, the people have the power. There’s a trend called social proof and another one called citizen journalism. (more…)
Writing Without Waffle
Why your business needs a copywriter
No such thing as a free breakfast? I beg to differ. I was unexpectedly granted a free breakfast at a B&B recently, in return for a most enjoyable conversation about marketing. Paul, the owner, is about 30 years younger than any other B&B business-owner in town and reflects that in Read more…
Writing Without Waffle
10 essential questions before you even think about writing your own website
As a web copywriter, I’ve written hundreds of websites, and have compiled a list of standard questions to help guide decisions about what content goes where. Here are 10 of them. I hope you find them useful when working on your own website and other marketing communications. 1. Who are Read more…