Scott Flood
Scott Flood creates effective copy for companies and other organizations. To learn more, contact him at sflood@sfwriting.com or 317-839-1739, visit his website at http://www.sfwriting.com, or read his blog at http://www.sfwriting.com/blog. A Chicago native, Scott worked for advertising agencies in the Windy City and Indianapolis before establishing Scott Flood Writing in 1995. He is a frequent author on copywriting and marketing topics.
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Displaying Results 1 - 33 (of 33) for All Content
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Writing: Seven Simple Ways to Improve YoursBy following a few simple, easy-to-remember bits of advice, you can make everything you write far more communicative and effective.
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Marketing Writing: Maybe You Need a Ghost WriterA ghostwriter is a professional writer who develops articles that carry somebody else’s byline. For example, many of the articles you’ll see that are “authored” by top corporate executives are actually written on their behalf by ghostwriters.
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Marketing Materials: When People Don’t Read, You Really Need a WriterThe less people read, the more you’ll want to have a good copywriter on your side. You see, as the number of words decreases, every word must work as hard as possible. And that’s the copywriter’s specialty.
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Marketing Communications: Your Mother was Right About Bad WordsYour mother told you not to use bad words, and I’m here to echo her advice. But when I talk about “bad” words, I’m not referring to expletives that earned you a mouthful of soap. I’m talking about the strange language of today’s corporate world.
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Effective Copywriting: About Kidney Thieves, Toilet Spiders and Short CopyIs it true that people don’t read anymore, so you need to keep copy as short as possible? This article addresses that and other myths.
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Marketing Messages: Tell Me What I Don't Know!Are you wasting time telling prospects and other stakeholders what they already know and don't want to hear again? This article tells you how to tell them what matters most.
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Business Writing: Why It’s Okay for English Teachers to Despise Your Ads and BrochuresWhat your English teacher taught you about writing themes and papers doesn't always apply to business writing. This articles examines several common misconceptions.
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Marketing: Brilliant Insight Lurks Inside Stupid QuestionsWhen it comes to communicating with prospects, customers, or any of those other stakeholders who are so important to your success, stupid questions are often a very deep source of wisdom.
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Marketing Messages: Do You Have a Case?A case study is a matter of telling the world what you did for someone, how you did it, why you did it that way, and what the results were.When it comes to explaining what sets you apart, few tactics are as effective as real-world examples.
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Better Scripts: Write for the Ear to Be ClearPeople who are accustomed to writing for the eye often don’t realize that writing for the ear demands a different approach.By remembering a few guidelines, you’ll make your on-hold messages, sales presentations, and other communication more effective.
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Direct Mail: Letters Still Work, If They’re PersonalBecause email marketing has become so widespread, some businesspeople assume that direct mail must no longer be an effective strategy. Savvy companies know that direct mail can still work wonders – if it’s handled correctly.
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Keep Your Marketing Out of the ERA medical emergency provided the ideal metaphor for the way far too many companies handle marketing communications, as well as a source of wisdom.
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Writing to Impress Rarely Makes a Good ImpressionMany companies and organizations make a serious mistake in their marketing and communications materials. They try to impress their audiences, rather than simply try to communicate with them.
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Marketing: Using Yesterday’s Words to Communicate with Today’s Consumers?I see companies using a lot of terminology that’s lost on a steadily growing number of consumers. You can’t assume that your audience understands what you’re saying. That's something marketers should never forget.
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Publications: The Mystery of the One-Issue NewsletterIt wasn’t Charlie Controller in the boardroom with an adding machine. Nor was it Sally Salesrep in the supply closet with a PDA. Even Percy President and his poison pen had a firm alibi. So who killed the newsletter?
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Marketing Materials: Are You Talking to Yourself?Too many companies waste time and ad space talking to themselves. They may not intend to leave us out of the conversation, but they do a pretty good job of it. How can you avoid it?
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Effective Writing: Meaningful is More Powerful Than PowerfulIf you think that sending a more powerful message is the best way to get a rise out of your audience, you’re probably wrong. If you really want to connect, you need to deliver a message that interests that person.
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Marketing Techniques: Don't Toss Your Trusted ToolsWhat many business owners and managers see as old-fashioned strategies and tactics still work quite well. The key is to look at each new tool as an enhancement to your toolbox, not as a replacement for something you've already been using.
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How to Review a Professional PortfolioI've watched hundreds of people review portfolios, and only a handful have done it effectively. Even managers who have extensive hiring experience aren't always certain about how to respond to a portfolio. The article offers friendly, practical advice.
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Marketing is a Lot like DietingThe best way to understand the biggest single misconception about advertising and marketing is to think about the average American's obsession with weight loss.
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Cover Letters that ConnectMost job-seekers devote a substantial amount of time and energy into making their resumes as perfect as possible. And when they submit those beautiful one-page encapsulations of their lives, they cover them up with crummy, poorly written cover letters.
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White Papers: A Powerful Sales ToolWhite papers are one of the most powerful tools available to marketers. This article describes what they are, how to create them, and how to use them.
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Talking Points: A Simple Strategy for Communicating ConsistentlyA very simple tool called talking points helps everyone in an organization use the same language, so important messages are strengthened and supported.
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Case Studies: Do People Know How Smart You Are?There's a great way to let people know how good you are and the kind of thinking that you'll bring to their needs. It's called the case study, and it can be one of the most powerful weapons in your marketing arsenal.
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Press Releases: A Humble (but Powerful) ToolThese days, press releases may seem to be a little old-fashioned. But a well-written press release, properly used, can provide results and keep you in touch with important media contacts. This article explores the basics.
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Search Engines: You May Fool Them, but You Can't Fool PeopleWhile search engine optimization may drive people to your website, what they do there depends upon the quality of content awaiting them. Optimizing SEO without creating worthwhile content is a way to make sure visitors never stick around.
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Graphic Design for Seniors: View it Through Older EyesPeople who design brochures and other materials for senior citizens need to consider how older eyes see. Paying attention to some simple advice will make those materials more communicative and effective.
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Business Writing: Exorcising Your Grammar DemonsNo matter how terrifying your teacher may have been, many of the rules you learned in English class really don't apply to business writing. This article takes on many of the misconceptions and explains why perfect grammar may actually hurt your writing.
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Bad News: Seven Good Ways to Deliver ItNearly everyone has to be the bearer of bad tidings from time to time. Handling one piece of bad news effectively may be more powerful than sharing ten pieces of good news.
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How Not to Support Your Local Sheriff, Schools, and CharitiesLocal businesses are overwhelmed by requests from local organizations for financial support. This article gives businesses better ways to evaluate needs and provide support.
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Small Business Advertising: Special Opportunities Are Often Bad DecisionsSmall-business owners are frequently solicited to buy advertising in special sections of publications, or to participate in special broadcast advertising. Most of the time, that's not a good idea. This article explains why.
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Bookmarking Death: Purchasing a Plot with JesusWho ever thought that buying space in a cemetery would involve bookmarks and a nervous salesman named Jesus? That was one of the many surprises I encountered after my mother's death.
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A Sound Strategy for Selecting the Right SupplierPractical, proven advice about selecting copywriters, graphic designers, and other creative services professionals from a veteran copywriter.
