5 skills EVERY copywriter must know...

 June 21, 2021 | Issue #90, Together with... Issue Summary: Copywriting is a critical skill to have in your marketing toolkit. It's not enough that you have a solid product or service, you also need to be able to communicate its benefits and features effectively in order for it to sell well. The Big Idea Some brands just know how to write, or at least their copywriters do. There are a few companies that have found a real voice that speaks to us often because their message is clear, consistent, and unique. Whether those words are written or spoken, the tone is always on-brand. Even if you don’t like their stuff, you definitely know who they are. The most amazing aspect of their copywriting prowess is that even as their message shifts over the years, the voice is still identifiable. There are a lot of articles out there that feature excellent examples of copywriting, like ads, landing pages, commercials, etc., but few showcase brands that consistently deliver. Until now... This week, we're dissecting the copywriting campaigns and efforts of four powerhouse brands to find out exactly what's working to drive sales AND build brands. [Keep ReadingÂ]( Going Deeper on Copywriting 📖 The Top 5 Books Every Copywriter Must Read [Read More >>]( ⚠️  EXPIRES AT MIDNIGHT! Get Instant Access to DigitalMarketer's Copywriting Jumpstart Pack for just $7 (Save 93%) [Claim Deal >>]( ▶️  The Simple Framework To Write Copy That Converts with Ryan Deiss [Watch on YouTube >>]( 🎯 Mandatory Skills Every Copywriter Must Master [Read More >>]( 📁 [SWIPE] 73 Fill-In-The-Blank Headlines Templates That Convert Attention into Clicks [Download Now >>]( 🎧 Podcast Episode 132: How To Turn Good Copy Into Great Copy with Copywriting Legend Jon Benson [Listen Now >>]( 5️⃣ The Top 3 Most Profitable Copywriting Positions [Read More >>]( Sponsored Is Your Marketing Toolkit Actually Making Your Job Easier? You've got all these marketing tools that are supposed to make your job easier and your team more efficient. Right? But what about when different departments use different tools? Tools that don't integrate well, making working across teams a pain in the derrière. So now you've got all these tools that cost a fortune and are supposedly making your life easier but instead have you looking like a stock photo tearing out your hair. Queue the cheesy infomercial lines: "There's got to be a better way!" "There is!" With [AdCellerant's advertising software platform, UI.Marketing.]( AdCellerant partners with local media companies, helping them leverage this powerful tool. UI.Marketing unifies the sales process, marketing execution, and reporting in a single user interface. With this toolkit, you'll have fully managed campaigns, sales enablement, and comprehensive and transparent reporting. So [book a free demo today]( (or tell your manager your company needs this!) and stop feeling fractured by the tools that are supposed to make your life easier and make you more money. Inside Five #1. Apple blocks email open rate tracking. Why, Apple? Why!?!Last Monday at WWDC, Apple announced [Mail Privacy Protection]( which will limit the amount of data that people who send you emails can collect about you. Here’s how the Apples described it: In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The new feature helps users prevent senders from knowing when they open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location. In January of this year, Apple said there were [over 1 billion iPhones in active use]( and 1.65 billion Apple devices in active use overall... this one could hurt. 🔎 Original Article & Related Reads - [Will Apple end the newsletter boom?]( - [Apple blocks open rate tracking: what will it mean for marketers?]( - [Apple’s Mail Privacy Protection: What This Means for Email Marketers and How to Prepare Now]( #2. Did COVID-19 kill high production video? Katie Ewer from Creative Shop, a global creative community at Facebook, and her team noticed that video production quality dropped dramatically during COVID-19. They decided to track the performance of videos with a deliberately unpolished quality to find out when "lo-fi" can equal high-impact. Katie and her team say that "lo-fi" video authentically communicates in the context that people have come to expect on our apps. But does that correlate with effectiveness? Definitely read this post before your next video shoot: [How "Lo-Fi" Video Ads Can Produce Impressive Results]( #3. Facebook releases new tool suite for group admins Facebook says there are now over 70 million active admins and moderators running groups around the world... and their jobs just got a little easier. Last week, Facebook introduced [a new set of tools]( aimed at helping Facebook Group administrators get a better handle on their online communities and, potentially, help keep conversations from going off the rails. Among the more interesting new tools is a machine-learning-powered feature that alerts admins to potentially unhealthy conversations taking place in their group. Another lets the admin slow down the pace of a heated conversation by limiting how often group members can post. ⏭️  Related Reads & Additional Resources - [What to Look for When Hiring a Community Manager]( - [Episode 123: The Secret To Running a Highly Engaged Community with DigitalMarketer’s Community Manager]( - [Become a DigitalMarketer Certified Community Manager]( #4. How to Write a Winning About Us Page Does your "About Us" page effectively tell users what your business is about, who it helps, and how it stands out from the competition? Customers today want to know exactly who they’re doing business with; in fact, 86% say the societal role of companies is changing since the pandemic, and 62% have stopped buying from companies whose values do not align with their own. Check out this amazing resource from our friends at Search Engine Journal: [How to Write a Winning About Us Page: 8 Dos and Don’ts]( (It might be time to update [our About Us page](... what do you think?) #5. Are you suffering from FOFO? Fear of Finding Out (FOFO) is a term in the medical community to describe the psychological barrier that stops people from seeking medical advice for worrying health conditions. FOFO is the complete opposite of FOMO (Fear of Missing Out). Why would marketers be suffering from FOFO and do you have it? Check out this interesting read on AdWeek and let us know your thoughts... [Marketing's Problem with FOFO]( How'd we do this week? [👎](   [🤷](   [👍]( Share the Insider Newsletter. Earn rewards. Step 1: Click the button below Step 2: Share the Insider Step 3: Earn cool stuff! [Share Insider]( Digital Marketing is Complicated. We Make it Easy. Stop Googling your way through marketing... Learn how DigitalMarketer has helped over 126,000+ customers out-market their competition. 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