Wordcraft Copywriters - Premier copywriting agency in Hong Kong
Access the latest news, trends and ideas.
Twice a month we write on subjects that are relevant to public relations, corporate communications, and marketing professionals.
Browse through the articles below - we trust more than one will be of interest.



COMPANY NEWSLETTERS - BEST PRACTICES

April 19, 2017

A company newsletter is a great tool to engage with all your former, current and potential customers, and done correctly, allows your organization to boost sales, originate leads, retain existing clients, and strengthen its image and reputation in the marketplace.

If you plan on publishing a company newsletter, or are mulling revamping an existing one, this article will provide you with some of the best practices that apply to this important marketing collateral, as well as address an editor’s most dreaded task: regularly coming up with new feature ideas within what is often a very short period of time.

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WHY YOU SHOULD EMBRACE E-BROCHURES

April 5, 2017

Two weeks ago, as we discussed key aspects of brochure design, we briefly mentioned the advent of interactive brochures, or e-brochures for short. We thought that this interesting topic deserved to be covered more extensively, as there is much to say about this more recent form of collaterals.

E-brochures offer numerous advantages over traditional printed documents and their PDF versions. Their rise to popularity is set amid two contemporary trends: first, the shift towards interactive content and personalization, and second, our increased consumption of content on mobile devices.

It is actually surprising that many companies still have not tried, let alone adopted, this new media. E-books, Kindle and iPads have been around for a long while and many of us seldom come to read a book in paper format. In this article, we will expound on the many reasons we see for companies to embrace e-brochures, and give a brief overview of the technical details involved.

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CRAFTING BROCHURES THAT STAND OUT

March 22, 2017

As we consume more content online, are company and product brochures becoming increasingly irrelevant? An effective brochure has long been a useful, versatile tool to generate and nurture leads, and part of a well-thought-out marketing strategy. Besides being informative, brochures have for decades helped boost their issuers' market standing, increased brand awareness, and enticed potential customers to take action.

The short answer to this question is a resounding No, and brochures are as relevant today as they were 10 years ago. Moreover, technology and the advent of new tools are opening up seemingly limitless possibilities for their electronic versions.

Amidst such an abundance of available options, embarking on a brochure design project may seem more daunting than ever. This does not need to be the case however, and good preparation will help you cruise through the whole process with ease. In this article, we discuss some of the best practices that will hopefully help you complete this assignment on time and on budget.

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10 TACTICS TO FIND THE PERFECT ANGLE

March 8, 2017

It is often quite a challenge to give a story that special spin that will make the narrative outstanding and noteworthy. As copywriters, we are customarily provided with an information brief that already includes a specific angle. While we can always provide advice on the best way to shape an article or press release, this task usually rests with our clients.

As readers, we tend to screen out or quickly forget pieces of news that do not add anything special to our general knowledge or address our personal interests. Bland press releases that offer nothing but a litany of hard data or facts would fall into that category.

The good news is that a systematic approach to finding the right angle exists. In this article, we go through 10 tactics that will allow you to list and identify the best possible ways to light up your story. Hopefully, after learning these tips, you will find it much easier in the future to come up with an inspiring theme.

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WHY EMAIL ETIQUETTE STILL MATTERS

February 22, 2017

Do you rarely fume over emails that are either unclear, overly lengthy or downright disrespectful? Consider yourself lucky. While American white collar workers spend an average 28% of their time on email, only a minority are adequately trained in email etiquette.

Failing to send well-written, concise and polite emails can lead to frustrations and resentment, reflect very poorly on an organization, and lead to lifelong tensions among employees that have a potential to hurt productivity and hinder efficient teamwork.

In this article, we go through the most important rules of proper email etiquette, supporting them with some eye-opening data provided by digital agencies Fractl and BuzzStream, who jointly surveyed over 1,200 people to identify the kind of emails they hate to see in their inbox.

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INTERNAL COMMUNICATIONS - BEST PRACTICES 2017

February 8, 2017

Companies cannot remain content engaging only with their customers. Effective communication with employees is critical to enhance work performance, foster loyalty and retention, improve products and services, and ultimately boost both the top and bottom lines on a path of sustainable growth.

The impact can be substantial: research from the McKinsey Global Institute estimated that connected knowledge workers can be 20-25% more productive than their peers.

Every year, new tools become available to internal communications professionals. The progress of collaboration software, the adoption of social media in the workplace and the embrace of video as a preferred format are a few examples of the various channels through which companies increasingly engage with their employees.

In this article, we review some of the best practices of modern internal communications and discuss the impact of technology on the profession. Hopefully this will give you some fresh ideas on how to further enhance the effectiveness of your campaigns.

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THE RISE OF INFLUENCER MARKETING

January 25, 2017

The effectiveness of traditional forms of advertising is at an all-time low. According to a 2015 study conducted by global research and consulting firm Ipsos and advertising agencies association the 4A’s, only 4% of Americans believe the advertising industry behaves with integrity.

People are so tired of paid ads that they have come to block them, either voluntarily by practical means, or subconsciously by screening them out. Digital research firm eMarketer estimated that by the end of 2016, nearly 70 million Americans would use an ad blocker, a jump of about 34% over 2015.

Brands can no longer afford to communicate with their customers in a one-way direction: today consumers expect to be informed/educated about subjects of interest to them, and engage in conversations with their peers about services and products they are contemplating to purchase.

In this context, influencer marketing, which focuses on specific key individuals whose authority on social media is such that they can influence the purchasing decisions of their many followers, is on the rise. In this article, we discuss what makes this technique so effective and the key steps required to implement a successful influencer marketing campaign.

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KEYS TO AN UPLIFTING MOTIVATIONAL SPEECH

January 11, 2017

The motivational speech is one of the best, battle-tested tools to drive your people to whole new levels of performance and excellence. A single 20-minute speech has the potential to trigger a turnaround in a company’s fortunes, put an end to a sales team’s losing streak, ignite employees’ fighting spirit, promote a winning attitude, help boost confidence in times of struggle, or set lofty goals for the future.

It is also probably the most challenging form of all speeches, and having to craft and deliver an uplifting address to a company’s workforce can be a dreaded exercise for many an executive leader.

What makes the exercise so daunting is that the stakes are usually extremely high. The aim of a well prepared and well delivered motivational speech is to have a profound and long-lasting effect on the audience, at times where the organization is facing headwinds or seeks buy-in for the new strategic direction it is taking.

In this article, we will take you through some of the best practices for preparing and delivering an effective motivational speech, which will touch peoples’ lives, inspire them to be at their best, initiate immediate changes, and set the entire organization on a course toward a prosperous future.

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CRISIS COMMUNICATION IN THE ERA OF SOCIAL MEDIA

December 28, 2016

Social media has revolutionized the way we share and consume information, and the phenomenon has become ubiquitous: as of the end of 2016, Facebook had 1.8 billion monthly active users (MAU), Twitter 320 million MAU and its Chinese equivalent Sina Weibo 300 MAU. The volume of information – or misinformation – exchanged on these platforms is unprecedented: on average, 500 million tweets are posted every day, that is 6,000 tweets per second.

Most companies, large and small, have embraced popular social media platforms to better engage with their customers, disseminate content, market new products and build closer relationships. Most have also taken full advantage of their interactive nature to acquire a better understanding of their target audience.

The downside: social media has made companies more prone to bad press and potentially severe reputational damage. Negative coverage of a given incident can quickly spiral out of control and spread on a global scale before the crisis communication team has the chance to prepare and issue its first statement.

It has now become a must for organizations to incorporate social media in their crisis communication preparations. In this article, we review how social media has changed the nature and scale of potential crises, as well some of the best practices to prepare for and respond to crises in this new era.

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SEO COPYWRITING: FACTS AND FICTION

December 14, 2016

When it comes to creating web content, the holy grail is often stated as achieving top rankings on popular search engines. A whole new profession sprang up to meet this aspiration: a specialty dubbed SEO copywriting, where SEO stands for Search Engine Optimization.

SEO copywriting aims at creating a web copy that it is both compelling for human readers and well-regarded by Google, Bing and other search engines. This latter objective has been traditionally attained by peppering the copy with strategic, well-researched keywords. The whole exercise is the so-called on page SEO, as opposed to off page SEO, which takes place outside the website and mostly consists of link building.

The shocking truth is that search engines have since become so sophisticated that these two concurrent missions of SEO copywriting are quickly blending into a single one: writing a copy that is informative and relevant to the reader’s query, and leads to conversions. Achieve this, and hopefully your page will rank well - all other things being equal, including the use of other SEO techniques.

In this article, we explore common myths about SEO copywriting and go through 5 techniques that will help you develop a web copy that will retain your visitors’ attention, rank well and lead to higher sales.

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8 RULES FOR WRITING A FORMAL BUSINESS LETTER

November 30, 2016

While all agree that poor writing negatively affects organizations, no reliable statistics exist on the exact financial implications. A few references exist however; in his book, "Writing for Dollars, Writing to Please: The Case for Plain Language in Business, Government, and Law", Professor Joseph Kimble presents more than 50 case studies demonstrating that using plain language can save businesses and government agencies significant amounts of money.

In the specific case of formal business communications, a simple one-page letter, depending on how it is written, can produce very different outcomes, with very different economic consequences, for an organization. In extreme scenarios, a company sending a poorly drafted letter to a strategic partner, important supplier, or key client, may see months or even years of efforts entirely ruined within a few minutes.

In this article, which includes an example, we will review most of the rules applying to formal business correspondence in the context of a complaint letter, where a company faces difficulties in dealing with a certain counterpart and seeks remedy. Applying these rules will help boost your chances to secure the desired outcome, and save you both time and money.

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EMAIL MARKETING AT ITS BEST: A FEW KEYS TO SUCCESS

November 16, 2016

Would you say we receive so many emails nowadays that email marketing is losing steam? Think again. Email remains a very powerful media to acquire new customers, and constitutes the primary channel to generate leads for 9 out of 10 marketers. Even in the era of social media, email is 40 times more likely to attract customers than popular platforms such as Facebook or Twitter, and is second only to organic search in terms of efficiency.

Little wonder then that marketing professionals have been dedicating tremendous efforts to boosting returns from email marketing. We no longer live in an age of blast or one-size-fits-all email campaigns: personalization, relevant content and accurate timing have become key to achieving an email campaign’s full potential. While the UK’s Direct Marketing Association (DMA) reported that email delivers 38-times returns on average, and up to 70-times returns for the top 20% companies, 77% of the returns were generated by so-called segmented, targeted and triggered campaigns.

Did you know that most recipients will decide whether your email is worthy of their attention within a mere 3 seconds? In this article, we will explore various methodologies and suggestions that may help you increase your emails' open and conversion rates.

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HOW MODERN WEB DESIGN HELPS MARKETERS WIN CONVERSIONS

November 2, 2016

In 2016, even the smallest business can get its website up and running in a heartbeat. However, many organizations large and small still struggle to make their digital footprint appealing enough to the users. It is often difficult for companies to keep up with those newest design trends promising lower bounce rates and higher conversions.

In this article, we walk you through the latest tools web designers employ to boost their clients’ online performance. This hopefully will give you some ideas and background information for your next discussion with a design agency.

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