Letting Go of the Words, 2nd Edition

Interlude 2

Finding Marketing Moments

If you are a copy writer – whether you work freelance, for an agency, or inside an e-commerce company – everything in this book is relevant to you. This interlude just adds a few points about marketing online.

Marketing on the web is different: Pull not push

In traditional, paper-based, direct marketing, you start the conversation. You send information to people. When they get it, they don’t have their own need, their own agenda, in mind. You are putting a need in front of them and hoping that it resonates with them.

That’s a “push” technology – you push information out to potential customers.

Of course, push also exists in the web world. You probably have many people who have registered to receive e-marketing ...