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    • Content writingContent writing is like Scarecrow that accompanies Dorothy in search of the Wizard of Oz. Find out why is that! The story of The Wizard of Oz as inspiration In the movie “The Wizard of Oz”, the story begins with the monotonous life of the protagonist, Dorothy. Her life is in black and white.  However, the plot arises at the moment when a tornado hits the place where Dorothy lives, Kansas. The tornado takes her dog, Toto, and her to the magical land of Oz. What is the Marketing of Oz The story of The Wizard of Oz served to me as an inspiration for the “Marketing from Oz”. By the Marketing of Oz, I mean all the types of marketing that contribute to potential customers crossing the bridge from a NO to a YES. Content marketing, too. The Marketing of Oz is marketing that gives results. The similarities between the Wizard of Oz and the Marketing of Oz The first similarity is the idea that we have the power to change things. After searching for the Wizard of Oz, Dorothy realised that she just needed to tap her ruby sleepers three times to return home. In your case, once…
    • CopywritingCopywriting is like the Cowardly Lion that accompanies Dorothy in search of the Wizard of Oz. Find out why is that! The story of The Wizard of Oz as inspiration In the movie “The Wizard of Oz”, the story begins with the monotonous life of the protagonist, Dorothy. Her life is in black and white.  However, the plot arises at the moment when a tornado hits the place where Dorothy lives, Kansas. The tornado takes her dog, Toto, and her to the magical land of Oz. What is the Marketing of Oz The story of The Wizard of Oz served to me as an inspiration for the “Marketing of Oz”. By the Marketing of Oz, I mean all the types of marketing that contribute to potential customers crossing the bridge from a NO to a YES. Direct marketing, too. The Marketing of Oz is marketing that gives results. The similarities between the Wizard of Oz and the Marketing of Oz The first similarity is the idea that we have the power to change things. After searching for the Wizard of Oz, Dorothy realised that she just needed to tap her ruby sleepers three times to return home. In your case,…
    • UX writingUX writing is like the Tin Man who accompanies Dorothy in search of the Wizard of Oz. Find out why is that! The story of The Wizard of Oz as inspiration In the movie “The Wizard of Oz”, the story begins with the monotonous life of the protagonist, Dorothy. Her life is in black and white.  However, the plot arises at the moment when a tornado hits the place where Dorothy lives, Kansas. The tornado takes her dog, Toto, and her to the magical land of Oz. What is the Marketing of Oz The story of The Wizard of Oz served to me as an inspiration for the “Marketing from Oz”. By the Marketing of Oz, I mean all the types of marketing that contribute to potential customers crossing the bridge from a NO to a YES.  The Marketing of Oz is marketing that gives results. The similarities between the Wizard of Oz and the Marketing of Oz The first similarity is the idea that we have the power to change things. After searching for the Wizard of Oz, Dorothy realised that she just needed to tap her ruby sleepers three times to return home. In your case, once you…
    • StorytellingStorytelling is like the dog Toto that accompanies Dorothy in search of the Wizard of Oz. Find out why is that! The story of The Wizard of Oz as inspiration In the movie “The Wizard of Oz”, the story begins with the monotonous life of the protagonist, Dorothy. Her life is in black and white.  However, the plot arises at the moment when a tornado hits the place where Dorothy lives, Kansas. The tornado takes her dog, Toto, and her to the magical land of Oz. What is the Storytelling of Oz The story of The Wizard of Oz served to me as an inspiration for the “Storytelling of Oz”. By the Storytelling of Oz, I mean marketing stories that make your potential clients fall in love with your brand. The Storytelling of Oz is love at first reading, listening, and watching. The similarities between the Wizard of Oz and the Storytelling of Oz The first similarity is the idea that we have the power to change things. After searching for the Wizard of Oz, Dorothy realised that she just needed to tap her ruby sleepers three times to return home. In your case, once you find Storytelling of Oz,…
    • BrandingBranding is like the good fairy of the East, Glinda, who helps Dorothy in search of the Wizard of Oz. Find out why is that! The story of The Wizard of Oz as inspiration In the movie “The Wizard of Oz”, the story begins with the monotonous life of the protagonist, Dorothy. Her life is in black and white.  However, the plot arises at the moment when a tornado hits the place where Dorothy lives, Kansas. The tornado takes her dog, Toto, and her to the magical land of Oz. What is the Marketing of Oz The story of The Wizard of Oz served to me as an inspiration for the “Marketing from Oz”. By the Marketing of Oz, I mean all the types of marketing that contribute to potential customers crossing the bridge from a NO to a YES.  The Marketing of Oz is marketing that gives results. The similarities between the Wizard of Oz and the Marketing of Oz The first similarity is the idea that we have the power to change things. After searching for the Wizard of Oz, Dorothy realised that she just needed to tap her ruby sleepers three times to return home. In your…
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Stasa Durdic

Branding

Two groups of brand elements: the treasure at the end of the rainbow

To find the treasure, you must see a rainbow first. And to improve your brand, you need to get to know two groups of brand elements. When I published the article about storytelling in the time of corona, I was feeling optimistic. It was July, and the first wave of Read more…

By Stasa Durdic, 2 months2 months ago
Copywriting

The dark side of digital marketing: not Halloween, but “Halloseen”

The dark side of digital marketing doesn’t include treats. There are only tricks on the menu. October is the month when we celebrate Halloween and look forward to Black Friday. However, these two events give us a reason to think (once again) about the dark side of digital marketing. In Read more…

By Stasa Durdic, 3 months1 month ago
Copywriting

SEO copywriting with empathy: welcoming Godot

You can wait for Godot, but you can also welcome him. Discover how SEO copywriting with empathy helps you welcome Godot, also known as your potential client. If you invest in copywriting to reach your desired business results, it’s necessary to take into account various factors. First of all, you Read more…

By Stasa Durdic, 4 months2 months ago
Content writing

Three types of digital text content: content 007

Agent 007 appeared on television for the first time. Content 007 found its place on the Internet. Discover three types of digital text content and find out what it has in common with James Bond. When well written and in line with the brand it represents, digital text content is similar to Read more…

By Stasa Durdic, 5 months5 months ago
Storytelling

Storytelling in the time of corona: on the Little Prince’s planet

Coronavirus has taught us many lessons. One of them is that storytelling isn’t dead. Find out how marketing stories survived the pandemic and discover storytelling in the time of corona. We learned a lot during quarantine and the most difficult moments in the fight against coronavirus. For example, we have seen that Read more…

By Stasa Durdic, 6 months6 months ago
Content writing

Professionals who live from writing: untangling the Gordian knot

Writers aren’t the only professionals who live from writing. In this text, you’ll discover the other seven professions that are related to different types of writing. We all know that the one who didn’t love didn’t live. Although I agree with that saying, I must add: The one who didn’t look for a job Read more…

By Stasa Durdic, 7 months3 months ago
UX writing

UI content for web and apps: the user interface microcopy patchwork

In this post, you’ll find the definition of the user interface content, its features, and the UI content elements for web and apps. What is the user interface content (UI content)? If you’re asking yourself this question, you’re in the right place. In this post, you’ll find the answer to Read more…

By Stasa Durdic, 8 months8 months ago
Branding

Brand identity: Mary Copyns

Each brand has its identity. Brand identity can be visual and verbal. What are the differences between those two identities? Find it out in this post. There is a concept that all of us, marketing professionals, must always have in mind. That concept is the brand. In other words, we need Read more…

By Stasa Durdic, 9 months4 months ago
Content writing

Communication funnel: building the Tower of Babel

Why sales and communication should speak the same language? Discover what a communication funnel is and start building the Tower of Babel. There is a critical term marketing professionals who help companies to sell more are familiar with: sales funnel.  However, marketing professionals also use another one, just as essential, but Read more…

By Stasa Durdic, 9 months7 months ago
UX writing

UX writing for beginners: opening Pandora’s box

What is UX writing, what is its purpose, and what type of copy improves the user experience? Find the answers to these questions and learn the UX writing basics. The myth of Pandora is one of the best-known myths in Western culture. The main argument of the myth is that Read more…

By Stasa Durdic, 9 months2 weeks ago
Storytelling

Storytelling 3.0: the evolution of the art of storytelling

Storytelling has evolved. It went through the three stages: storytelling 1.0, storytelling 2.0, and storytelling 3.0. A few years ago, marketing gurus were assuring us that storytelling was dead. In their opinion, the art of narration gave way to creating stories and the ability to live them. The concepts of Read more…

By Stasa Durdic, 9 months8 months ago
UX writing

The best UX writing posts, the six thinking hats

The six thinking hats represent the six ways of planning thinking processes, making decisions, and talking about the best UX writing posts. What is UX writing? What does a UX writer do? A hiring manager from an international company based in Barcelona asked me these two questions a few months Read more…

By Stasa Durdic, 9 months8 months ago
Copywriting

Working as a freelance copywriter: a 666 experience

When I began working as a freelance copywriter, I started a SIX-month journey to learn SIX lessons and make SIX decisions. When I wrote the Spanish version of this post in September 2018, it had been SIX MONTHS since I started working as a freelance copywriter. During that half of the year, I remember writing Read more…

By Stasa Durdic, 9 months8 months ago
Copywriting

The five types of copywriting, the five Andersen tales

Tell me five most famous Andersen’s tales, and I’ll tell you which of the five types of copywriting you need. In the text Qué es el copywriting, Spanish copywriter Maïder Tomasena writes about different aspects of compelling writing. One of them is the question about how many types of copywriting there Read more…

By Stasa Durdic, 9 months8 months ago
Copywriting

The three types of copywriter: Don Draper’s Day

D-Day means decision day. The Day of two D, Don Draper’s Day. And what about today? Today means (and brings) the opportunity to discover the three types of copywriter. We all sometimes say that D-Day has arrived. However, speaking of copywriting and the digital marketing field, we could say that D-Day should Read more…

By Stasa Durdic, 10 months8 months ago
Storytelling

How to perform compelling storytelling: between EURO and NEURO

How to perform compelling storytelling? What does it mean to be stuck “between EURO and NEURO”? And what does a donkey have to do with storytelling? How to perform compelling storytelling? Which way can you get the art of storytelling to meet your business goals? Before I learned the basics of neuromarketing, Read more…

By Stasa Durdic, 10 months8 months ago
Copywriting

What is copywriting: how to solve the persuasion cube

In this post, you’ll find the answer to a question regarding what is copywriting and what does it have in common with Rubik’s cube. What is copywriting? Some of the most recognised Spanish copywriters provided us with the following definitions of the term: “We can define copywriting as the ‘art’ Read more…

By Stasa Durdic, 10 months8 months ago
Copywriting

The goal of copywriting: from an old glory to a story

The goal of copywriting isn’t just to help the company close more sales. It’s also to transform a search into a finding. According to the opinion of the creator of Lifestyle al Cuadrado blog, Franck Scipion, the goal of copywriting is to “convert your readers or followers into customers”. The Read more…

By Stasa Durdic, 10 months8 months ago
Storytelling

Copywriting and storytelling: together for a “happily ever after”

Copywriting and storytelling help a company establish effective communication with its potential customers. Learn where and how. When someone says the word “wedding”, most people think of the UNION of a couple, a CEREMONY, and the beginning of a MARRIAGE. I’m not one of those people. When someone tells me Read more…

By Stasa Durdic, 10 months8 months ago
Content writing

Web design or web content: the chicken or the egg

Each brand has its visual identity and verbal identity. Both of them are important. However, in which to invest first, in the web design or the web content? Many of us work in the digital marketing field. Many of you need our help to reach new prospects online or to Read more…

By Stasa Durdic, 10 months7 months ago
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