Mel Henson, Author at Smart Insights https://www.smartinsights.com/author/mel-henson/ Digital Marketing > The Marketing Strategy Blog Mon, 06 Apr 2020 15:19:13 +0000 en-US hourly 1 How to write an effective Coronavirus-related campaign https://www.smartinsights.com/persuasion-marketing/web-copywriting/how-to-write-an-effective-coronavirus-related-campaign/ https://www.smartinsights.com/persuasion-marketing/web-copywriting/how-to-write-an-effective-coronavirus-related-campaign/#respond Mon, 06 Apr 2020 10:00:05 +0000 https://www.smartinsights.com/?p=152181 Practical copywriting tips and examples for e-commerce websites As Coronavirus spreads around the world, e-commerce websites need messages telling customers what service they can expect from the new normal. A few are doing these really well, but many are falling …..

The post How to write an effective Coronavirus-related campaign appeared first on Smart Insights.

]]> https://www.smartinsights.com/persuasion-marketing/web-copywriting/how-to-write-an-effective-coronavirus-related-campaign/feed/ 0 Justifying the cost of web content to the ecommerce Finance Director https://www.smartinsights.com/content-management/managing-content-marketing/the-ecommerce-finance-directors-guide-to-web-content/ https://www.smartinsights.com/content-management/managing-content-marketing/the-ecommerce-finance-directors-guide-to-web-content/#comments Fri, 11 Sep 2015 07:00:00 +0000 http://www.smartinsights.com/?p=56944 How to keep web content costs down without compromising quality As the person in charge of the numbers, you probably have very little interest in the creative side of content. It’s a cost. What you probably are interested in is …..

The post Justifying the cost of web content to the ecommerce Finance Director appeared first on Smart Insights.

]]> https://www.smartinsights.com/content-management/managing-content-marketing/the-ecommerce-finance-directors-guide-to-web-content/feed/ 2 What Santa can teach us about marketing? https://www.smartinsights.com/managing-digital-marketing/capability-performance-review/santa-xmas-eve-can-help-us-2015-marketing/ https://www.smartinsights.com/managing-digital-marketing/capability-performance-review/santa-xmas-eve-can-help-us-2015-marketing/#respond Mon, 08 Dec 2014 10:00:00 +0000 http://www.smartinsights.com/?p=42831 5 things we can learn from the Santa brand Now, if you’re looking for tips on marketing, the big man in red may not be the obvious place to start. But look behind the bushy beard and you’ll see an astute …..

The post What Santa can teach us about marketing? appeared first on Smart Insights.

]]> https://www.smartinsights.com/managing-digital-marketing/capability-performance-review/santa-xmas-eve-can-help-us-2015-marketing/feed/ 0 Effective copywriting for product pages https://www.smartinsights.com/persuasion-marketing/web-copywriting/effective-copywriting-for-product-pages/ https://www.smartinsights.com/persuasion-marketing/web-copywriting/effective-copywriting-for-product-pages/#respond Thu, 25 Jul 2013 05:22:45 +0000 http://www.smartinsights.com/?p=19790 Web product copy When you’re writing about an individual product, the ‘formula’ or framework is the same as for catalogue copy or indeed any written piece of sales material.  Start with a key benefit or statement of superiority, describe the …..

The post Effective copywriting for product pages appeared first on Smart Insights.

]]> https://www.smartinsights.com/persuasion-marketing/web-copywriting/effective-copywriting-for-product-pages/feed/ 0 Best practice for using Buyer’s Guides for Ecommerce SEO https://www.smartinsights.com/ecommerce/merchandising/buyers-guides-seo/ https://www.smartinsights.com/ecommerce/merchandising/buyers-guides-seo/#comments Tue, 18 Jun 2013 08:00:56 +0000 http://www.smartinsights.com/?p=22396 Guidance and examples for Buying Guides relevant for other sectors too ‘Buying Guide’ or 'Buyer's Guide' content are a common SEO tactic particularly amongst retailer ecommerce sites, but they can be used in other types of site too such as …..

The post Best practice for using Buyer’s Guides for Ecommerce SEO appeared first on Smart Insights.

]]> https://www.smartinsights.com/ecommerce/merchandising/buyers-guides-seo/feed/ 2 Copywriting best practice for your home page and landing pages https://www.smartinsights.com/persuasion-marketing/web-copywriting/copywriting-best-practice-for-your-home-page-and-landing-pages/ https://www.smartinsights.com/persuasion-marketing/web-copywriting/copywriting-best-practice-for-your-home-page-and-landing-pages/#comments Wed, 12 Dec 2012 11:30:19 +0000 http://www.smartinsights.com/?p=19590 Using copy to make a good first impression Writing copy for your web page is much more than adding in just keywords for SEO and sometimes we forget the obvious – it’s about your customers!. Here are some tips on …..

The post Copywriting best practice for your home page and landing pages appeared first on Smart Insights.

]]> https://www.smartinsights.com/persuasion-marketing/web-copywriting/copywriting-best-practice-for-your-home-page-and-landing-pages/feed/ 1 Writing brand overviews to attract more visitors https://www.smartinsights.com/search-engine-optimisation-seo/on-page-optimisation/writing-brand-overviews-to-attract-more-visitors/ https://www.smartinsights.com/search-engine-optimisation-seo/on-page-optimisation/writing-brand-overviews-to-attract-more-visitors/#respond Thu, 17 May 2012 14:10:25 +0000 http://www.smartinsights.com/?p=13619 2 examples of a technique to use for retail SEO Advice to create quality content is a recurring theme from Google. It’s the recommendation every time someone raises a complaint about their latest algorithm. It’s also what Matt Cutts recommends …..

The post Writing brand overviews to attract more visitors appeared first on Smart Insights.

]]> https://www.smartinsights.com/search-engine-optimisation-seo/on-page-optimisation/writing-brand-overviews-to-attract-more-visitors/feed/ 0 3 Types of Magic Words… https://www.smartinsights.com/email-marketing/email-creative-and-copywriting/magic-words/ https://www.smartinsights.com/email-marketing/email-creative-and-copywriting/magic-words/#comments Wed, 01 Feb 2012 08:15:41 +0000 http://www.smartinsights.com/?p=10022 Do magic words exist or are they a copywriting myth? I recently received a copywriting advice email  from Yale University describing the ‘the most powerful words in the English Language’. Here they are: 1. You 2. Results 3. Health 4. …..

The post 3 Types of Magic Words… appeared first on Smart Insights.

]]> https://www.smartinsights.com/email-marketing/email-creative-and-copywriting/magic-words/feed/ 6 How to write a creative brief that gets results https://www.smartinsights.com/digital-marketing-strategy/creative-brief-template/ https://www.smartinsights.com/digital-marketing-strategy/creative-brief-template/#comments Mon, 31 Oct 2011 13:35:59 +0000 http://www.smartinsights.com/?p=7577 The magic of creative briefs Back in the days when I was a young, ambitious advertising executive, I once spent a whole week learning how to write a creative brief. Yes really – a complete full-on Monday-Friday in a hotel, …..

The post How to write a creative brief that gets results appeared first on Smart Insights.

]]> https://www.smartinsights.com/digital-marketing-strategy/creative-brief-template/feed/ 13 One word which makes all the difference https://www.smartinsights.com/persuasion-marketing/web-copywriting/one-word/ https://www.smartinsights.com/persuasion-marketing/web-copywriting/one-word/#comments Fri, 09 Sep 2011 09:59:40 +0000 http://www.smartinsights.com/?p=6679 How changing one word can help you win more sales The other day I was speaking at a workshop organized by Royal Mail. After my talk, the chairperson asked ‘What is the one thing that you will do differently when …..

The post One word which makes all the difference appeared first on Smart Insights.

]]> https://www.smartinsights.com/persuasion-marketing/web-copywriting/one-word/feed/ 6