Merry Christmas from Convince

Best Wishes to our Client, Copywriter and Copyeditors. Thank you for working with Convince!

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Infographic – 8 basic ways to get your press release read


8 BASIC WAYS TO GET YOUR PRESS RELEASE READ

  1. Make sure that the NEWS is really NEWS
    It’s not enough to have a message that you want to tell the reader – the reader has to feel that the contents are really news. When people take time to read the news in your press release they are exchanging their time and effort for your message. If a press release doesn’t make them curious or doesn’t seem relevant to them that exchange won’t happen.
  2. Have one central message
    To be effective press releases need to be like news stories, after reading one you want the reader to have learned the point of the story (i.e. your marketing message). If the release contains too many products, too many messages at the same time, or doesn’t appear to have point then the reader simply won’t know what you are really trying to say.
  3. Do the research
    Reporters research news stories to make sure that they don’t make embarrassing mistakes. Do the same thing and remember to read your competitors’ releases so that you can write a better release and know exactly how to make your product sound more attractive.
  4. Use an interesting headline
    If your headline makes the press release sound uninteresting no one is going to read it because no one is going to look passed the dull headline – which means you’ve just wasted a lot of time and an opportunity. Work to create a headline that’s relevant to your readers and interesting enough for them to want to read more.
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A very different time 1966 promotion

Rexall ad from Life Magazine

Life Magazine, 1966 March 18th

Looking through some old Life magazines for inspiration and came across this Rexall ad from 1966, it struck me as  a wonderful example of the period…an age when you could easily tie in general drugstore promotions with the launch of an Alice in Wonderland cartoon TV series. And remember kids there’s a free comic book with all Rexall products including our 100 bottle of aspirin.

7 common mistakes that businesses make with press releases

Press Release mistakes

1.- making a press release more than two pages long
Your customers, your dealers, newspaper editors, all the people you want to read your press releases have busy jobs – they simply don’t have the time to read long press releases. If they see one that’s more than two pages long they won’t even start reading it. Better still try and get your message across in a single page

2 – not writing a press release so that it’s news to your intended reader

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Classic ad: “Because I’ve know you all my life”
– a reminder about influence

What good copy is really about

Chivas-Regal, father's day ad
With the mobile web, SEO, and twitterized 10-second attention spans writing marketing material sometimes seems so different from just a short while ago. But writing for marketing (i.e. real copywriting) is still at heart the art of putting words together to increase sales. So as I sit here typing out long copy for SSDs, software, and rare gases  here is an example of good copywriting from David Abbott. And reminder (as much to myself than others) that B2B or B2C the real skill of the job is in finding the best approach to influence actions.

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Computex English news doesn’t show “Made in Taiwan” quality

Made in Taiwan

We started Convince because we believed that Taiwanese companies needed to have professional English marketing texts in order to compete with Japan and Korea.  So we’re very happy to see Taiwanese companies taking their global marketing seriously and moving towards the more profitable own-brand market.   It’s great to see the MIT – Made in Taiwan campaign emphasizing the quality of Taiwanese manufacturing.  But it’s incredibly frustrating to see the mail that global buyers got from Computex today, plagued with high-school level English errors, it made Taiwan’s biggest exhibition look completely unprofessional.  

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InfoBundle: VW Passat – The Force

The Force

Volkswagen Commercial: The Force
Super bowl 2011, one TV commercial stood out amongst the kaleidoscope of lavish and impressive ads. The story of a child in a Darth Vader costume trying to use his Jedi-like forces around the home. Only feeling success when his father uses the remote on the family’s VW Passat. The commercial succeeded in associating the product with the image of idealized family life and leaving a lasting impression.

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The Lunchtime Ad Challenge

AD-Va Va Voom

The concept:

 

Simply guess the product being advertised

 

A little lunchtime fun: we Brits love our TV commercials to entertain and tease. Unlike our Atlantic cousins in the American market we have a low tolerance for ads that sell, but don’t engage. Sometimes that means that the ads that follow the mantra “let me entertain you” also follow the mantra “let’s hide what we’re selling until they’ve watched for a while”, this game as about those ads:

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Improving your English language marketing documents – a guide for Chinese speakers

國際市場行銷

Convince started because we felt that the quality of Taiwanese marketing materials in English was very poor. It fell far short of the excellent level of engineering and manufacturing that we saw everywhere around us in Taiwan. We felt that poor international marketing reduced the profits of good companies. As part of the aim of improving the overall standard of overseas marketing I would like to look at the differences in the patterns commonly used by our clients in Taiwan and China and between native English speakers. Therefore this article is simply my observations over the past 10 years on structural differences between Chinese and English. It is intended to aid you in writing your own business and marketing documents directly in English. I hope that it will also help explain why we would never recommend using marketing documents translated from Chinese for English speaking markets.

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David Ogilvy TV Interview

David Ogilvy interview from the television show, The Open Mind, 1982

A little lunchtime viewing for you now, from the current affairs show The Open Mind.  Richard Heffner interviews David Ogilvy on political advertising, the effect of advertising on society, and problems with contemporary advertising.

About Advertising – The Open Mind, 1982

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