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Archive for Nick Usborne

222 articles
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Respect: Last Word of Advice for Online Copywriters
The essence of online copywriting. Mar 12, 2003
Long or Short Copy? Part 2
Hint: Maybe your visitors should decide. Feb 12, 2003
Long or Short Copy? Part 1
It's the eternal question -- how long should online copy be? Nick offers some answers. Jan 15, 2003
Your Home Page Is a Direct Response Page
People don't come to your home page to learn more about your company. They want to do something. Dec 18, 2002
Newsletters Need Someone at the Wheel
Give someone the authority to ensure your newsletter really speaks to your audience. Nov 20, 2002
The Single Point Where Copy Becomes Great
The three constituencies you must please to make copy go from good to extraordinary. Oct 23, 2002
Who Are You Calling Stupid?
Don't blame the customer for the failure of your message. Sep 25, 2002
Why Should I Read Your 'Important' Text?
The fine print is no place for essential information. Aug 28, 2002
The Writing, Not the Words
Great copy is the sum of all the words, not just the power or buzz words. Jul 31, 2002
How to Get Personal With Your Visitors Online
Thinking of going one on one with your online customers? Being relevant is much more... relevant. Jul 3, 2002
How to Add Personality to a Corporate Voice
A corporation's voice should sound different online -- even if the style guide says otherwise. How to make adjustments (under the radar, if necessary). Jun 5, 2002
Get More Personal -- by Reading Your Email Aloud
Do your email messages to customers sound personal or like they've been penned by a faceless corporation? One way to find out is by reading them out loud. May 8, 2002
How to Write a Clever Headline
Just because you can use a clever play on words, doesn't mean you should. But if you do, make sure it's not just clever but also clear. Apr 10, 2002
Feedback That's Really Heard
When companies don't listen to customers, copywriters' jobs are much tougher. Here's a Web-based company that literally hears what visitors think of their site. Mar 14, 2002
The Power of Endorsements on the Web
There's nothing like the word of a trusted source when it comes to selling things online. Feb 28, 2002
Optimize Your Home Page for New Visitors
Rather than preaching to the choir, use your home page to evangelize new visitors. Feb 14, 2002
Not Sure What to Say? Start Writing...
Stumped by a copywriting project? Confronted by a blank page? Sometimes, the only way to know what you're going to write is by writing. Jan 31, 2002
Cynics Can't Write Great Copy
When writing and selling on the Web, nothing works like truth, honesty, and warmth. Jan 17, 2002
Can Conglomerates Speak in the First Person?
Speaking to your customers in your own voice adds value. Can global conglomerates such as Ford and Sony pull off the use of "I" and "we"? Jan 3, 2002
The Power of the First Person
"I," "we," "me," "us" -- every copywriter avoids these words like the plague. Here's why they could work for you online. Dec 20, 2001

222 articles
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Senior Digital Planner
U.S. International Media Los Angeles, United States

Senior Search Analyst
U.S. International Media Los Angeles, United States New York, United States

Webmaster - Marketing
West Virginia School of Osteopathic Medicine Lewisburg, United States

Web Marketing Manager
Harvard Business Publishing Watertown, United States

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