A productized service focuses on “done for you” packages with a defined scope and price, rather than highly-customized, time consuming, personalized projects for every client. Think of a can of soup. Or shoes. But in this case, copywriting and content strategy.
It’s a common maxim among copywriters: “empathize with your readers.”
“Write something that resonates with their pain,” we’re told in blog posts and ebooks. “Walk a mile in their shoes.”
There’s even a formula: Close your eyes, imagine the readers’ problems and then – simply – talk about how you solve those problems.
But it’s not that easy.
It was a fairly innocuous comment by all accounts. I’m sure he didn’t mean anything by it.
But, still, his email had that one line...
“If we get this right, there’s an opportunity for more.”
Ah, yes. The promise of future work. The carrot that gets constantly dangled in front of writers, photographers, and videographers.
A few weeks ago, Google announced they’re making changes to the way they handle certain websites. First, they’ll be removing the label of “mobile friendly” from search results as more than 85% of sites fit this criterion (meaning they’re responsive to mobile devices).
More interestingly, though, is that they essentially proclaimed website pop-ups dead.