Copywriting

What are the secrets to good copywriting? Yeah, like we're really going to give 'em away for free! Nosirree, buddy, no way, uh uh, out of the question. But just to be nice, we will give you a few hints. Good copywriting is based on knowledge -- understanding the product and the market, experience in what works and what doesn't, and research to fill in the blanks. On the other hand, good copywriting is also based on a certain amount of ignorance. It's important to ask the right questions, to translate the experts' jargon into language the marketplace will understand. Then you have to throw all work -- and hope that out comes copy that reaches the emotions as well as the intellect. Copy that persuades . . copy that explains . . . copy that sells. Below are some samples of our cthis analytical junk into one side of the brain and let the creative side go to copywrithing techniques: Intro for Yost Ice Arena Fundraising Brochure In the history of Michigan athletics, no name rings out as clearly as that of Fielding H. Yost. On the Wolverine athletic campus there is no greater memorial to Yost's legacy than the legendary structure that bears his name. Under this storied roof, within these towering walls of brick resound the echoes of generations of Michigan students, athletes, coaches and fans. Only here can be found the lingering strains of Hail to the Victors once heard by the football team, the basketball team, the hockey team...cheers for champions in track, gymnastics, wrestling, and virtually every sport in Wolverine lore...even the melodies of Benny Goodman, Tommy Dorsey, and the great bands from J-hops and formals of the past. Yost Field House, the world's first and finest building of its kind when it was dedicated in 1923, is now home to one of the nation's premier hockey programs, where more than 1.8 million fans have come to support their team. In addition, Yost Field House is home to high school hockey teams, youth hockey, figure skating, recreational leagues, and intramural and club contests--serving a broad range of U-M and Ann Arbor needs. Without a doubt, the Field House is being used to its fullest potential. Yost planned for the future and built facilities to last; nonetheless, nearly 75 years of wear and tear have taken their toll on this magnificent building. Copyright © 1996 Univeristy of Michigan. Technical Copy from an Informational Sales Booklet Are you ready to stop purging Under most conditions water in the screened section of a monitoring well is considered to be representative of water quality in the surrounding aquifer. This is because flow of aquifer water through the well screen constantly refreshes the water in the screened area. So why purge? Conventional purging of monitoring wells is based on the fact that traditional practices of portable sampling and/or high flow rate pumping mix stagnant, altered water from above the screened interval into the sampling zone. The very insertion of a portable sampling device (such as a bailer) mixes and agitates the well contents and the surrounding aquifer. These practices require the removal of multiple "well volumes" to ensure adequate removal of all stagnant water from the sampling zone. High-volume purging can require hours to complete, and result in tens or hundreds of gallons of purge water which often must be contained for disposal as a liquid hazardous waste. With the MicroPurge sampling process, the use of dedicated low-flow sampling devices such as bladder pumps can eliminate conventional high volume purging by removing a small volume of water from the screened zone of the well without disturbing stagnant water within the casing or mixing water from other vertical zones. MicroPurge sampling results in much smaller purge volumes (often less than one gallon) and frequently reduces purging and sampling time, especially when compared to bailers. Copyright © 1997 The QED Environmental Systems. Copy from a Ground Water Sampling Ad The clear choice: MicroPurge sampling Is turbidity affecting your ground water data? Traditional sampling methods such as bailing or purging at high pumping rates can increase sample turbidity, often resulting in artificially high analytical results. This can lead to costly resampling, or even push your program into assessment monitoring. Low-flow MicroPurge sampling with dedicated Well Wizard bladder pumps has been demonstrated in EPA and other studios* to control sample turbidity. Accurate, precise samples provide consistent monitoring results from well to well and event to event, protecting your program. Even if turbidity isn't an issue, MicroPurge sampling could save you money with lower sampling times (often 30-50% less) and lower purge volumes (up to 95% less). *See "Hitting the Bull's-Eye in Groundwater Sampling," Robert M. Powell and Robert W. Puls, Pollution Engineering, June 1997. Copyright © 1997 The QED Environmental Systems