Welcome to our latest fortnightly eBulletin, posted here on 27 November 2018. In this issue:
I’m speaking at the Guadalajara Book Fair tomorrow on the subject of the marketing challenges facing academic publishers, in preparation for which I asked a select few contacts around publishing for their views. More of that in a later eBulletin, with thank to all those who generously got in touch!
But more immediately, thanks to Kathy Atkinson at Emerald who told me about the IPG podcast on precisely this subject delivered by Richard Fisher. Highly recommended.
Listen for yourself on the IPG website.
Our Academic Marketing Workshop is constantly updated to include new reports, stats and examples.
Although there are regular reports on offer about engagement metrics generally, this is the first I’ve seen to apply them to the customer lifecycle, specifically to the first year of subscription.
The report starts by asking three questions:
Thanks because I couldn’t have put it better myself. And in fact these three things apply to any copy in any situation, an excellent quick reminder to look objectively at your copy before putting it out there. Don’t risk an embarrassing error going live which could have been prevented.
Read on the Fast Company website.
Read more about our Copywriting Workshop.
Revision guide publisher CGP doesn’t need a flashy website to be successful. What it does convey in spades is authenticity. Teachers and parents trust them. And it’s their copy that’s at the heart of this trust. They write as their customers speak.
Here’s an example. Typically when we sign up to email newsletters we’ll receive a welcome email that invites us to ‘update our preferences’. Not CGP. Theirs said ‘What would you like to see? Let us know the subjects you’re interested in.’ Yes it’s longer, but it’s a lot more human.
The tip this week is to take a lead from CGP and always, always use the natural vocabulary of your audience.
Our Copywriting Workshop is (of course) the place to be for more like this.