Comments on: “You Ain’t All That!” — A Marketing Copy Autopsy

By: How to Handle Jargon and Acronyms | FutureNow's GrokDotCom / Marketing Optimization Blog

Thu, 13 Aug 2009 18:45:39 +0000

[...] a Marketing Copy Autopsy on a piece of their current collateral. Pull out all the self-applied labels and adjectives to [...]

By: Ivan

Ivan — Wed, 28 May 2008 01:02:11 +0000

How in the hell do you do that, i’m speechless. They say u cant make a candy out of you know what, but you just made that!

By: Ugur

Ugur — Mon, 05 Nov 2007 16:19:43 +0000

Great rewrite. Makes sense every step of the way. But not complete. Better yet:
———————————-

We do this by providing you with:

> A proprietary methodology for conducting your customer research,
> Messaging that’s proven to speak to your customers’ desires.
> The ability to train your sales team to follow-up on your messaging – translating your corporate marketing to “street level” sales conversations.
> And next-generation strategies for going to market that move beyond event-based product launches.

————————————-

By: Write Like a King with 26 Tips From Legendary Copywriters

Write Like a King with 26 Tips From Legendary Copywriters — Mon, 29 Oct 2007 23:25:18 +0000

[...] You Ain’t All That! — A Marketing Copy Autopsy keeps your search engine optimization strategy alive — GrokDotCom [...]

By: Diane Vigil

Diane Vigil — Mon, 08 Oct 2007 15:47:25 +0000

Excellent rewrite.

As to the earlier pre-rewrite text, I asked a friend about that type of thing a few years ago, as we were seeing so much of it (usually “leveraging” and “best of breed” and “out of the box”). He replied that it was Harvard MBA-speak.

Now, I don’t know whether that’s true, but it certainly is nearly indecipherable. One wants to communicate and move customers along instead of requiring them to stop to digest hyper-condensed concepts.

P.S. can you make the comment box taller?

By: "You Ain't All That!" — A Marketing Copy Autopsy, Part 2

"You Ain't All That!" — A Marketing Copy Autopsy, Part 2 — Mon, 17 Sep 2007 14:19:03 +0000

[...] last piece began with jargon-filled marketing copy and ended with clear, customer-focused copy. The problem was that the "clear" copy lacked [...]

By: Links: 09-14-2007

Links: 09-14-2007 — Fri, 14 Sep 2007 15:57:29 +0000

[...] “You Ain’t All That!” — A Marketing Copy Autopsy [...]

By: Thom

Thom — Thu, 13 Sep 2007 17:47:48 +0000

Showing the copy transformation, along with rationales, can be a remarkably effective way to lead a client through a change with which they’re uncomfortable due to inexperience or short-sightedness.

Doing so takes a deft touch in the room — I try to let them come up with solutions or point out the problems — but it gets them bought in.

Nice.

By: Ryan Roberts

Ryan Roberts — Thu, 13 Sep 2007 02:54:10 +0000

Nice step by step for how to begin making your copy better. It always amazes me how difficult it actually is to write great copy. The important thing to remember is it’s worth the effort.

By: Paul Chaney

Paul Chaney — Wed, 12 Sep 2007 21:15:38 +0000

Most marketing copy is, well, just that. I prefer to use another term for it, bull sh*t. Good analysis. Now I best go check my site lest I be accused of the same thing. (DISCLAIMER: The copy on our site was written before I arrived on the scene.)

By: Ayat

Ayat — Wed, 12 Sep 2007 16:59:40 +0000

Sometimes simple changes in the copy can have such a great impact on coversion rates. It’s always important to remember to list the benefits over the features which will help you switch from “we-we” to “you-you.” So essentially making a more client centric site.