Blog

Where Does Genuine Writing Come From? (aka Sometimes I Think I’m Hilarious and So Can You!)

If you noticed Tuesday’s post came with a little something extra, well, you weren’t the only one.  In fact, I still can’t feel anything below my knees because of the hard kicking I got from my editorial team.  But you know what? Sometimes it’s worth it because there are a few shining moments when I…
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What Do You Do When the Words Won’t Come?

There are nights so long that I wonder if I can reach out and touch the infinite, and there are days that linger until the things that once tethered them to the earth are nothing but ash and bone.  None of this can even begin to compete with the excruciatingly long time between each beat…
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These 5 Words Will Change Your Marketing Forever

Spoiler alert:  they’re “What’s in it for me?” And by “me,” I mean your leads and current customers.  I do not mean you, Scrooge McDuck. At the very soul of every successful marketing campaign are these five darling words.  What’s in it for me? Maybe that’s an easier way to remove the ring in the…
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Lessons from Murney Associates: Building a Company Culture That Lingers

I was very lucky to have been scooped up into the real estate business when I was just barely old enough to be licensed.  The money was good, even though I didn’t know how to hold on to it, the hours were flexible so I could go to school part-time, and I was literally surrounded…
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What’s a Creative Brief?

Part of my goal with moving my blogging here to LinkedIn is to ensure that the people who need information I can provide the most are able to get it.  That way, you can decide for yourself if you want to hire a copywriting company to help with those writing jobs, if you want to…
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Do You Remember How to Sell Hope?

By now it’s common knowledge that Russian agents managed to manipulate the hearts and minds of Americans everywhere using social media and well-designed, properly placed messages.  They pushed and pushed and pushed on that fear button, eventually turning us against one another and busting an already fragmented country into a million pieces. Russia sold us…
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Thoughts From The Cloud: 7 Ways to Get More Out of Your Copywriting Relationship

Here In The Cloud, we work with a lot of different clients who each have very different needs. One small business might want to look over the first few blogs, but have us basically run the show so they can get on with whatever it is they do. Another is very concerned about quality and…
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Thoughts From The Cloud: 5 Keys to Writing Good Copy

There are still plenty of people out there who believe, however naively, that good writing comes from some sort of Word Fairy who sprinkles fairy dust on people as they sleep, thus inciting inspiration and creativity. The truth, I’m sorry to say, is far from this.  Good copy comes from good copywriters. Good copywriters come…
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Thoughts From the Cloud: 3 Strategies for Describing Your Business on LinkedIn

In The Cloud Copy started as a one man band, under a completely different name.  Back then, I was just “Kristi Waterworth, Writer.” That’s something that’s easy to explain to anybody who might ask you what you do: “I write stuff for money.”  But now that “Waterworth Writes” has matured into “In The Cloud Copy,”…
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How to Work With a Copywriter

When people think about professional writing, they almost always go straight to novels.  After all, writers write books, right? Some do, but by and large, writers make a living with words that power advertising, web sites, magazine articles and other innocuous items that no one really notices.  Since most writers prefer the privacy of their…
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