BETWEEN THE LINES
Apr
10
An Open Letter to Persado
by Steven Peters

This is the first post by Steven Peters, a freelance copywriter who has become a regular fixture here at BCC. It’s definitely a fun one, but timely nonetheless: Are machines about to steal copywriters’ jobs?   You’ll be seeing him around here every so often, so let’s give him a warm welcome!  Take note, computers. I’m team […]

Mar
15

Should you use jargon in your copywriting? If you’ve spent more than a hot minute in business circles, you’ve heard someone say it, usually while turning up their nose in disgust: “Don’t use jargon. You’ll lose people. You’ll turn them off. You will flush sales down the toilet. You will shame the marketing community forevermore, and […]

Jan
21

Most businesses aren’t putting their mouths where the money is. Yeah, you read that right. No, it’s not as clever as I hoped, and it sounds vaguely sexual… but let’s roll with it. What I mean is… Most companies still don’t understand the value of customer research. Y’know, talking to customers. Oof. Did you grimace? When people […]

Dec
22

When the crap hits the fan and your customer has a problem, how do you reply? One of the most awkward situations you’ll ever have to write copy for is when a customer complains or comes to support for help. These are situations that demand a business to step lightly: respond the wrong way and […]

Sep
8

“Where do you go when you have a question you don’t know the answer to?” So began the biggest presentation I’ve ever given in my life. I was standing in front of some 1,500 people on stage at TEDxYYC, the red numbers on the timer in front of me mercilessly counting down. My family and […]