Copy for Instagram: Are You Doing it Wrong?

An example of copy for Instagram.

While scouring the internet for inspiration for a blog post about copywriting and web content, I harassed some friends who also work on the web for some ideas. What were some of the copy-related questions they had? What issues in the world of web copy were keeping them up at night? OK, maybe they weren’t losing sleep, but experiencing some mild irritation.

My good friend and former co-worker Oli Maughan came to the rescue. She’s a Social Media Strategist and All-around Nice Girl that some pretty big brands in North America (Luvo, LYFE Kitchen, and lululemon lab, to name a few) have trusted with their precious online reputations. She creates copy for many different platforms, including Facebook, Twitter and Instagram, and she has some bones to pick. Namely, she wants to address the Dos and Don’ts of writing copy for Instagram.


E-newsletters That Don’t Suck

Dan Lewis' email newsletter Now I Know

Email newsletter marketing is an excellent way to stay connected with your audience, but only if you’re producing excellent content. I’d like to claim that I run a tight ship when it comes to my email inbox, but truth be told, I’ve signed up for more than a few sucky newsletters in my day, mostly due to various contest entries and trade show ploys. My email address is definitely worth a reusable shopping bag or a chance to win a new wardrobe, right guys?! Then, out of sheer laziness, my email inbox became so cluttered with lame e-junk that I damn near gave up on expecting anything else.

Over the years I’ve cleaned up my e-newsletter act and now only a select few have survived the unsubscribe trigger. As a copywriter I like to keep my knowledge full of fresh randomness from which to draw inspiration, and these quirky newsletters definitely do the trick. These are all great if you’re someone who a) likes to learn new things, b) wants neat things to talk about at a cocktail party, and c) wants to enrich their knowledge and become a more interesting person in general.


Features vs. Benefits: What Do You Highlight When Describing Your Product?

Pantene Ad

As some of you may know, I recently relocated to Toronto and now that the dust has settled and I’m able to wrap my head around things like content marketing instead of painting walls while getting Benjamin Moore Alabaster White in my hair and waiting for the internet guy, I’m back to blogging–YAY!

Today I want to talk about Features vs. Benefits.

While browsing websites, I often notice that some web content writers seem to be confused about whether they should highlight the features of the products they are trying to sell, or the benefits. By that I mean, they list all the bells and whistles their products include, without telling the readers WHY those bells and whistles are good. This is a big mistake, because not everyone knows why a particular feature is good, especially when we’re talking about highly scientific or technical features.