Skills for Print and Digital Publishing

Some publishing skills have not changed and are not expected to

Publishing’s transition from print to digital has caused a lot of changes over the years. Your office is loaded with computers. You have website, an email newsletter and digital reports. You might not even consider your business a magazine or a newsletter anymore, but a provider of useful information. Has anything stayed the same?

Copywriting, for one, has been a vital skill for decades, and it’s unlikely to disappear or change anytime soon.

Copywriting has been in direct mail and billboard ads since their conception, and it’s more recently become an integral part of selling products online. It’s in promotional emails sent to your subscribers. It’s on the landing pages you drive traffic to. It’s in your Adwords copy.


Teaching the art of copywriting to the members of your staff who create web content is a good idea. They may not realize the power of words, being too focused on the look and feel of their websites.

The Mequoda Group offers a free special report on copywriting, called Emotional Copywriting: The secret formula for effective emotional copywriting is creative marketing at its best. It’s a great tutorial on copywriting and you can download it here. It won’t cost you a dime.

The report is authored by Mequoda’s Managing Director Don Nicholas, who shares his decades of experience on the topic, including his three fundamental convictions about marketing:

  1. It is imperative to deeply understand your audience and their relationship to the particular information product that you want them to buy.
  2. The information product—whether a magazine, newsletter, book or seminar—is an icon or symbol of something the buyer wants to make better about her life.
  3. If you can connect with the buyer on the deepest emotional level, you will sell more product.

Nicholas also lays out the six steps to creating emotional copywriting, which are valid when writing for the print or digital world. They include:

  1. Isolate a compelling need that the product meets
  2. Engage the prospective customer in a statement that crystallizes that need in his or her mind
  3. Claim to meet that need with your product
  4. Prove your claim with facts, statistics, examples, testimonials, photos and illustrations
  5. Present your story with an appropriate voice in a clear design that reinforces the message
  6. Ask for the order

If you’re interested in learning more about this effective copywriting technique, read our free special report. It’s a skill that was relevant decades ago, still works today and will work in the future.

Mequoda Contributing Editor to present Free Publishing Tips Webinar

Learn how to use MindManager to Plan, Write, Promote, and Profit from a published book.

Published books remain the best way to promote a firm’s credibility and visibility. But, for many, writing a book remains an impossible dream–an insurmountable task.

During this session, however, Roger C. Parker, Mequoda Contributing Editor and author of 38 books–will describe a book writing process that breaks book planning, writing, promoting, and profiting into a series of easily-accomplished map-driven steps.

You’ll learn how to use MindManager to choose the right title, write without stress, and constantly promote your book–even before you’ve finished writing it. You’ll also discover maps that will help you leverage your book into unlimited profit opportunities.

Date: Tuesday, October 2, 2007
Time: 10:00 AM – 11:00 AM PDT


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