Go for the unexpected to improve B2B creative copy

02/2/2012 | Search Engine Land

Writing copy for a search pay-per-click campaign can be an exciting and creative endeavor, provided the problem is approached with the right attitude, writes Lauren Litwinka. Quickly outline the basic parameters of the campaign, then write a first round of copy in the most literal-minded way possible. Next, put teams into brainstorming sessions that intentionally go too far, then pull back to just the right tone for the target audience.

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