A Bold Brand & Website for Manufacturer

It had been a few years since M’s Machine had updated its marketing materials, and they knew they needed a new website and brochure. We took the extra time to introduce them to Amy Belice Graphic Design to create a new logo that would work in many formats and media, from shirts to print materials to their website. We also recommended high quality photography by John Thomas of fisheye to ensure their brochure and website would accurately reflect services they offer and their current equipment.

Paarlance Creative Writing not only wrote the content, but also managed the project to ease the process for the client. The copy was written from scratch to better represent this manufacturing company, which works with Fortune 500 OEMs, or original equipment manufacturers.

The resulting materials make a bold statement and modernize their marketing to the next level. Click below to check out these samples!

M's Machine website screen shot

 

3 Tips for Avoiding the Copywriting Dead End

dead end signHas your road to content development come to an impasse? Are you stuck, either dreading the copywriting process or simply drawing a blank on what to say? Take a moment to consider these three tips for kicking off your copy!

  1. Take a deep breath. One of the first steps in writing copy is simply thinking it through. Generally, what do you want to say? Outline your thoughts mentally. Sometimes, a short, mindful walk will shake some new thoughts loose. Then, return to your desk and document the thoughts in a simple bullet list.
  2. Do your research. It’s possible that lack of information is holding you back from collecting your thoughts into a cohesive form. Search your files for information about your content expertise — study it and see where it leads. Who is the ultimate guru in your company on this topic? Have coffee with him or her and talk about the topic at hand. You might be surprised how inspiring even the dullest topic becomes when the most passionate employee starts talking about it!
  3. Put the topic down and step away. Sometimes the reason you have difficulty with the topic is because you’re too close to it. This is common and often one of the greatest challenges to overcome. Of course you know your stuff, but organizing it into a cohesive marketing package isn’t your expertise! Consider hiring a copywriter who will listen to your needs, seek out the details and put them all together in an engaging, audience-focused package.

Time and time again, we help entrepreneurs, corporations and nonprofits write the copy they need. Don’t like to write? We love it and can extract the info we need from you and your staff. Don’t have time? It’s our full-time expertise, and we can quickly complete news releases, website copy, blog posts, brochures and more when time is of the essence. Please contact us today for an affordable solution to your copywriting dead ends!

The Audience Drives Website Copywriting & Editing

One of the things I live for is writing and editing for the web. I was in the industry when this medium started to lead the marketing pack. At that time, I was somewhat reluctant to write web content, as I knew I had a lot to learn. I proceeded to bone up on what it meant to write quality web copy. Today, I am still learning, mostly due to the steady changes to Google’s search engine as well as social media such as Facebook.

Today, as we approach Google’s 16th birthday, I still don’t call myself a web writing expert. “Expert” is a mighty strong word. “Web writing specialist” seems more on point. Take a look at some of the web writing and editing projects I’ve had the opportunity to work on:

These writing and editing samples demonstrate how web copy can be tailored to the entrepreneur or corporate voice while always keeping the audience in mind.

Let the Blogging Begin: Postings Keep Website Fresh

For several years, we have worked with Pickwick Manufacturing Services on their web content and online marketing copy. The client always talks about recent success stories in specific detail, and while metal manufacturing services may not sound fascinating, I knew this client’s richly detailed stories would make fantastic blog posts to complement the more static content on his site.

Pickwick BlogThis spring, we started editing content and scheduling posts for the Pickwick blog. We’re working on postings of information about their services and stories about how Pickwick truly is a problem-solving service company rather than a manufacturing job shop.

These posts are another example of effective collaboration with a client on developing and organizing web content. The client provides much of this information in one form, and I make it blog friendly. Some posts need only minor adjustments, others require expansion of the verbiage gleaned from conversations with the client or from materials he provides.

Blogging is great for SEO and helps clients convey more information that may be too cumbersome or conversational to include on their website.When it’s clear that a client can benefit from telling more stories beyond the info on their site, it’s time to blog!

As a side note, this client’s website was designed by one of our design/development partners, Firespike. They also converted the site to WordPress in very timely fashion.

New Website Samples

For your viewing and reading pleasure, I just posted a couple of recent website samples on my website. I’m so grateful to work with design firms like Windmill Design, WDG Communications and others on websites, brochures and other materials! The latest samples highlight a refined b2b corporate website and a dramatic overhaul of a small municipality’s website.

Here’s the before and after of the City of Robins site, which was done in collaboration with WDG Communications in Cedar Rapids. As you can probably tell, it was time to reorganize the content to make it more user friendly. The designer made it look great and we worked together to improve the functionality.

Robins website before City of Robins new website

Content Marketing: I Learn So You Don’t Have To

I help my clients with a lot of things, starting with copywriting. Teaching them some techniques that will enhance their writing or messaging comes with the territory. I also connect them to experienced designers and developers for creating eye-catching marketing materials.

Another service I provide is knowledge. This is built into many interactions I have with clients. Last week, I added to my knowledge base by attending the Content Marketing Bootcamp. I did this for myself as well as for my clients who are getting into blogging, trying Instagram and other social media and planning video additions to their marketing arsenal. It was an excellent day of learning and inspiration for my own blogging as well as my clients, not to mention a good way to get out of my office for a day and meet some folks from Waterloo and Iowa City!

Check out Brand Driven Digital, the host of this and other great knowledge-enhancing activities in and around Iowa, such as the Social Brand Forum. They’re on Twitter: https://twitter.com/BrandDrivenTeam. While you’re at it, follow me on Twitter, too: https://twitter.com/paarlance, and let me know what you’ve learned recently!

Small Town Company Goes Big Time

Community Insurance Services’ new website just went live! It’s a great site for a small town insurance company. The objective is to be informative and provide customers with the links they need for billing, claims and customer service. Very happy to see this site go live! Check it out at: http://tiptoninsurance.us.

Classic Smiles Marketing Updates

Classic Smiles, an Iowa City dentist, was referred my way, and they needed some help updating their logo, marketing messages, web copy and search engine optimization (SEO) for http://www.classicsmiles4u.com.

classicsmiles4u.comWorking with my graphic design partner, Amy Belice Graphic Design, we updated their logo and color scheme for a brighter, cleaner look more suited to a dentist in a diverse market. We also developed some new ads and marketing copy for online use and updated the website design and copy with the client’s web development partner.

While Dr. Nowysz had been in business for a number of years, she had understandably focused on dentistry and not on marketing. In addition, the face of marketing had changed since she first started her business, and she knew she needed help catching up with the changes. Paarlance Creative Writing took the time to help Dr. Nowysz better understand SEO and how that develops over time and with multiple media improving her search position. In addition, we talked to her about the competitive category they’re in and aligning expectations to the time they have been SEO friendly and their presence on YouTube and other sites, which enhance their SEO.

Following the initial launch of the site, we developed FAQs with the dentist. These will further improve their search engine friendliness.