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About

Introducing Reader

A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing result-oriented ad copy is difficult, as it must appeal to, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy; it is based on a number of factors, including ad placement, demographic, even the consumer’s mood when they see your ad.

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Remember, you must be able to make good on that promise, so don’t offer anything unreasonable. Consumers are inundated with ads, so it’s vital that your ad catches the eye and immediately grabs interest. You could do this with a headline or slogan (such as VW’s “Drivers Wanted” campaign), color or layout (Target’s new colorful, simple ads are a testimony to this) or illustration (such as the Red Bull characters or Zoloft’s depressed ball and his ladybug friend). Promises Credible Benefit: To feel compelled by an ad, the consumer must stand to gain something; the product is often not enough. What would the consumer gain by using your product or service? This could be tangible, like a free gift. This is where your benefits come into play or a product description that sets your offer apart from the others.

Meet Our Amazing Team

Matthew Speiser

Matthew Speiser is a content specialist at Knotch, focusing on all things content marketing. He previously contributed to content marketing efforts at Google and Fundera. In another life, he worked as a journalist at Business Insider and NJ.com. He can be contacted at matt.speiser@knotch.com.

Ryann Slone

Ryann Slone is the Associate Content & Communications Manager at Knotch, where she deals with press, events, awards, and everything in between.

Aaron Bernstein

Aaron oversees Walmart’s corporate research, insights & analytics and reputational advertising initiatives. He utilizes data, technology and artificial intelligence to provide corporate, marketing and business insights and strategies. The corporate affairs advertising he leads utilizes the most effective messaging, targeting and media optimization tools to change minds and behavior. In addition, he is instrumental in building and enhancing Walmart’s digital advocacy and influencer communications programs. His career spans non-profit, agency, association and corporate environments.

Miruna Dragomir

Miruna is the Head of Marketing at Planable, a content collaboration for social media teams. She has been leading growth efforts at Planable for the past 2 years, and drove 20X in revenue since joining the company. Miruna was previously a part of Uber’s Marketing Team and Oracle’s Social Media team.

Knotch

Knotch is the Content Intelligence Platform that helps brands plan, measure, and optimize their content marketing programs across all owned and paid channels.

Ray Tierney

Ray is a Product Marketing Manager and Podcast Producer at Knotch. For fun, he watches long, slow movies, and walks around cities looking at buildings. He loves getting emails at Ray@Knotch.com.

Alex Souchoroukof

Alex is a content writer at Moosend. Coming from an architecture background, he took the leap of faith in the digital marketing world and never looked back. In his free time, you will find him taking photos in places around the world. Find out more on LinkedIn and Instagram.

Anda Gansca

Anda Gansca is the Co-Founder and CEO of Knotch. A Romanian immigrant to the U.S., she's empowering consumers to own their voice online.

Phillip Paquette

Phillip Paquette is a content writer, strategist, and founder at OnPoint Content. Coming from a background in journalism, in-depth research and interviews are key ingredients in his special sauce. Feel free to reach out with any questions or comments at phillip@onpointcontent.io.

Ayushee Syal

Ayushee is Director of Content Marketing at Knotch. A journalist-turned-marketer, she's passionate about meaningful storytelling and specializes in developing a human brand voice.

Garrison Gibbons

Garrison Gibbons is the Head of People at Knotch. He is openly queer and works heavily in the diversity, equity, inclusion, and belonging space.

John Ville

John Ville is the Editorial Director at Atlassian. He's an award-winning brand and content strategist, creator, innovator and storyteller, with exceptional experience launching, leading, and growing US and international businesses.

Brad Armstrong

Brad Armstrong is the Chief, Global Marketing at NI. Brad is a creative, results-driven B2B marketing leader with over 21 years’ experience of proven success at the intersection of marketing strategy, planning, and execution, spanning start-ups to global corporations.

Sarah Murry

Sarah Murry is the Deputy Editor for the Garage at HP. She's a strategic editorial thinker and digital marketing professional with 15+ years of experience spanning labor-of-love blogs to Fortune 500 brands.

Tibby Iz

Tibby Iz is the Global Media and Integrated Campaign Lead at Think with Google. She's a collaborative and creative marketer and people manager with an MBA from NYU Stern and a decade of experience across B2B and B2C industries.

Anthony Kosner

Anthony Kosner is the Editorial Strategist at Dropbox. He's an UX and Creative Director and content producer with experience in a broad range of software, subject matter and media formats.

Sarah Kate Ellis

Sarah Kate Ellis is the President and CEO of GLAAD. She's a self-proclaimed media virtuoso, out-spoken advocate and communications strategist.

Katie Garcia

Katie Garcia is the Senior Content Specialist at Ally. She's a strategist who approaches content with a focus on attracting and retaining a clearly defined audience.

Mita Mallick

Mita Mallick is the Head of Diversity & Cross Cultural Marketing at Unilever. She's a passionate storyteller who crafts brands with purpose and champions diverse voices.

Maggie Huston

Maggie Huston is the Senior Digital Content Manager at UPS. She's a three-time Peabody award-winning journalist with a diverse background in data-driven digital marketing strategy.

Anne Merkert

Anne Merkert is the Senior Director, Content Marketing at DocuSign. She's a digital marketing expert with over 20 years of hands-on experience across enterprise, service provider and small business markets.

Arturo Siguenza

Arturo Siguenza is the Senior Manager of Brand at Citrix. He's an expert on honing in on the essence of brand purpose to express authentic brand stories.

Rebecca Coats

Rebecca Coats is the Associate Director of Content Marketing at Savills. She's a results-focused B2B and B2C marketer with a flair for marketing and content development.

Chris Vitti

As SVP, Marketing at Knotch, Chris works to ensure potential buyers are aware of the Knotch Content Intelligence Platform, and can find the information they need to make a smart buying decision for their company. Chris has spent the past 13 years in B2B SaaS, including 2 years at Synthesio (now an Ipsos technology company), 4 years at Intralinks (now an SS&C company), and 6 years at Alfresco (now a Hyland company); plus 8 years at Gartner managing their websites, intranet and content management systems.

David Brown

David is Head of Strategy at Knotch. A former content marketing agency leader, he's now focused on helping marketers put the building blocks in place to connect their content to business outcomes.

Sophia Lee

Sophia is a freelance writer fluent in the language of startups. She writes primarily in the B2B space, and her experience spans a wide range of industries—from HR to healthcare.

Matthew Wasley

Matthew Wasley is Director of Product Marketing at Knotch.

Gina Bulla

Gina Bulla is the Senior Director of Insights at The Atlantic.

Alex Valencia

Alex Valencia is the President at We Do Web Content.

Debbie Stampfli

Debbie Stampfli, Content Marketing Manager, FirstService Residential

Jennifer Kemper

Jennifer Kemper is the Director of Content Strategy at AmerisourceBergen.

Kelsey Nolan

Kelsey Nolan is a freelance B2B and B2C writer and editor, working with a variety of verticals from HR technology and content management to beauty brands and gaming platforms. She is also an experienced marketing and publicity professional for traditional publishing companies.

Aswathi Nanda Kumar

Aswathi Nanda Kumar is Sr. Product Marketing Manager at Knotch.

Ellen Schwartze

Ellen has a keen interest in creating content that engages audiences and provides value. She is Sr. Director of Digital Demand Generation at Knotch and believes communication is at the heart of any good marketing strategy.

Nicholas J. Price

Nicholas J. Price is the Sr. Director, Content Strategy at Knotch. With a career that has focused on digital marketing, Nick’s specialization is in content marketing and content creation.

Charles Martin

Founder & CEO of Reeder

Lisa Carter

Creative mind of Reader

Karl Matthews

A caffeine-dependent life form

Adrian Harris

Professional procrastinator

Romina Bongiovanni

Romina Bongiovanni is the Global Director of Communications at New Balance Athletics.

Jessica White

Back in five minutes

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A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing result-oriented ad copy is difficult, as it must appeal to, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy; it is based on a number of factors, including ad placement, demographic, even the consumer’s mood when they see your ad. So how is any writer supposed to pen a stunning piece of advertising copy — copy that sizzles and sells? The following tips will jumpstart your creative thinking and help you write a better ad.

Grabbing the consumer’s attention isn’t enough; you have to keep that attention for at least a few seconds. This is where your benefits come into play or a product description that sets your offer apart from the others.

Writing result-oriented ad copy is difficult, as it must appeal to, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy.

Businesses often become known today through effective marketing. The marketing may be in the form of a regular news item or half column society news in the Sunday newspaper.

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The marketing may be in the form of a heart to heart talk with Mr. Brown on his prominent local television show. These are all advertising. Businesses cannot get away from the force of advertising. If they want to make their products known in the marketplace they have to use some form of advertisement.