Tag Archive | "“web copywriting”"

Copywriting for the Web – Unique Selling Propositions (USPs)

Thursday, April 23, 2009


What is it? A Unique Selling Proposition (or sometimes “Unique Selling Point” — henceforth “USP”) is a marketing concept originating in the 1940s with Ted Bates & Company, who were at the time conducting research on successful advertising campaigns. The pattern they found amongst campaigns that produced a high usage pull and excellent market penetration [...]

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Web copywriting: AIDA

Monday, March 2, 2009


It’s important to remember that we want to write good web copy because good copywriting generates leads, sales, clicks, customers, and, yes, ultimately PROFIT for our business. Essentially this means web copy is a form of direct-response advertising. The fundamental tenets of direct-response copywriting can be summed up in the acronym AIDA. This stands for [...]

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