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Copywriting |
The World's Most Powerful Marketing Tool
What marketing skill would you need "to sell sand in the desert?" It's the same marketing skill top-dog eBiz marketers have in common. Rudyard Kipling said it best when he wrote: *Words are the most powerful drug used by mankind.* The...
Long Sales Letters vs. Short Sales Letters
Everywhere I turn, I'm being asked to weigh in on the issue of whether copy should be long or short in a sales letter. I receive countless newsletters on copywriting and marketing, and they are all still debating the issue. I doubt that the...
The Writing is in the Rewriting. Seven Steps to Getting it Right
Writers who are so fluent, facile and sure-footed that they can write their stuff down and that's the way it runs are rare. Ernest Hemingway rewrote the last paragraph of THE SUN ALSO RISES 28 times before he got it right. David Ogilvy confessed...
Is Your Copy Upside Down?
As a professional copywriter, I've seen my share of copywriting mistakes. One that seems to be particularly common is writing copy that's "upside down." When you do this – when you don't relay your message in the correct order – you lose your audience's...
The "Not-So-Secret" Formula For Good Sales Letters.
Do you know the formula for writing a good sales letter? There are three steps to creating a powerful and effective sales letter for your business. For the Marketer, the content of the sales letter is the "Good News" associated with the...
The Damaging Admission--a Persuasive Technique
We would all like to think that our product or service is flawless. More importantly, we would like for others to believe that as well. But no matter what you sell, a drawback (sometimes several) will always exist, even if only in the mind of your...
An SEO Copywriting Makeover – Turning "Not" Into "Hot" Part 2 of 2
In part one of this article series, I outlined a recent project I undertook for a Web site that sells gas logs. The site had a lot of potential, but in its current state the sales orientation of the index (home) page and the keyword saturation were causing...
Do You "Do" Voices?
When you write an article, is it all about you? Your thoughts, your insights, your opinions, your voice? Or do you include other people's voices in the form of interviews and research? If your articles are nothing but a monologue, it's time to...
Case In Point: What You Need To Know About Link Popularity
Link popularity. The term has flooded the 'Net over the last year, and everybody is in a buzz trying to build link popularity for their sites. But do we really understand what link popularity is, and how it works best? If not, you're about to find out....
Solving the "I Get Tons of Traffic But No Sales" Mystery
I can't even begin to tell you how many times I've heard the statement, "I get tons of traffic, but no sales." It's normally followed by comments like: "My site is highly optimized for the engines and my rankings are great. I don't understand why no one...
Getting Looked Over, Without Getting Overlooked:
*Scanning and Skimming Practices* Whether you're writing e-mail messages or Web site sales letters, you need to know how to hold the attention of different types of readers. Even the readers that don't actually "read." Most readers will either...
"Out of Focus" Ads Can Cost You Customers
As I was riding down the road last week, I noticed a billboard. As I sat waiting on a stoplight I kept staring at it. I couldn't help wondering what those people were thinking when they created that thing. It made no sense to me whatsoever. The focus...
Make Your Website Sell
Thousands of new websites are springing up every week. The owners of these sites are full of optimism that their venture into e-commerce will transform their business by bringing in new customers and boosting their sales. But the reality is that...
It's time to start that 'swipe' file
Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills. The craft that goes into your writing. Craft comes first. Art follows. You learn the craft of writing...
Short Copy: Understanding Its Purpose Can Increase Sales
I believe it was Mark Twain that once said, "If I would have had time, I would have written a shorter letter." His point being... it takes much more thought and time to write a short, concise piece than a long one. It's true, too! Think about it....
Commercials that confuse,confound and sell nobody anything
I may be missing something, here, but it seems to me that, in advertising terms, the loonies have taken over the asylum. What is getting me all lathered up is the preponderance of TV commercials that go out of their way, not only to confuse their target...
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