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Does Your Marketing Copy Tell a Good Story?

“I’m a hunter,” Michael Grecco, the portrait photographer, said last night in a Little Italy photography studio. Every day he’s on the prowl to find his next story. He’s not a photojournalist anymore, but his work is still about the five Ws: who, what, when, where, why. Sure, this is 101 for a seasoned journalist or fiction writer. But also, what a great approach for Web site marketing managers and copywriters (as well as photographers).

I leaned forward in my seat as the word “Content” flashed pink across the seamless wall; then an image slid into view of a guy running out of the ocean waves with a large fish gripped in his teeth. “This guy is the photo editor for a swim magazine,” Grecco said.

It’s not just a portrait — he’s right. It’s storytelling. It’s about content in context. And it’s exactly the same approach that works with Web site marketing and copy writing.

The next time you’re evaluating Web content from a freelance copywriter or creative marketing agency for your Web site project, try asking yourself these questions about your visitors:

  • Who are they?
  • Where were they before this screen? Before this Web site?
  • Where are they going next? Why?
  • What can they do?

Is the story all there? Then you likely have exceptional Web content and a great customer experience. Congratulations!

Posted by Shelly Bowen on Oct 17, 2008. Filed under Content Marketing, Online Customer Experience / Research, Web Content Inspiration

 

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  • [...] effort. Shelly Bowen, a web content consultant also caught the Michael Grecco presentation and shares her take on the importance of orignal content. Want your company to stand out, high above the rest? [...]

    Pingback by Cheap, Easy or Original? « The Darkroom on Oct 17, 2008

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