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11 Things You MUST Know Before Hiring a Copywriter!

If you're considering hiring copywriting help for your next brochure, Web site, or marketing project. Congratulations! You should get great results if you hire a pro to do it right. Many business owners and marketing professionals have valid concerns about letting an outsider develop their content. After all - it's your business, you know it best, and your image is critical. However, you're wrapped up in your business every day. A good copywriter can see your business in a new light, draw out the key benefits of your products and services, and communicate that excitement to your clients and prospects.... Read More

Kick-Start Your Juices

Listen, consider this scenario.You have a deadline to honour. Time is pressing, tighter and tighter. You are hoping to come up with some topic for your project.....However, ideas on what to write about keep eluding you.What are you going to do in situations like these?Today there are various software and information to start you off when finding yourself in such a rut. They all can come handy, but one sure technique to provide quick results is Keyword Brainstorming.Let's see what this is all about and how it works in practice.- find a quiet place and set a time limit- take... Read More

Can Honest Copywriting Succeed?

I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype.Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action.What are some of the common copywriter tricks that I *leave on the table?*Here are a few to start: * If you order in the next 24 hours, you get... (face it. If you come back tomorrow, the offer will almost always still hold) * Get all these bonuses, valued at $999, for FREE with your... Read More

3 Reasons why Content is Still King

Back in the late nineties, the phrase 'Content is King' was repeated and repeated and repeated by site owners and marketers alike. The belief was that the more content you had, the greater the number of visitors you would attract. Of course, the content had to be well written, relevant and easy to find. Many sites built very successful businesses as a result. And then something happened. Big money from venture capitalists burst onto the scene. Suddenly nobody was talking about content. (Where's the big investment return on 'content'?) Instead the attention went to businesses that came up with some... Read More

Fill Your Readers with Confidence

Site visitors generally stay with you for as long as they feel confident that they will succeed in achieving their goal. It's a simple truth, but important. For me, it helps explain some sites I know that perform extremely well, but appear quite amateur in their design and architecture. Some shortcomings in appearance and structure are amply compensated for by the high level of confidence they inspire. If the confidence of the visitor is so central to the success of your site, that puts a lot of responsibility on the shoulders of the writer. The writer needs to make... Read More

The Write Way To Grow Your Business

Hone your writing skills to project a more professional business image.The sales letter you can't put down?the advertising copy that makes you want the product?the resume that prompts you to call the job candidate this second?All these are examples of exceptional business writing. While you certainly know good writing when you see it, can you write with the same pizzazz the professionals use to hold your attention for pages on end?In today's business world, writing skills have taken a backseat to other seemingly more important corporate development activities. Most business executives would rather attend a seminar on negotiation strategies or... Read More

Step One for Copywriters: Understand WHAT to Say

Find a passage of poorly written copy, and chances are you will have found a copywriter who never figured out what it was that he or she was trying to say. Whenever I have trouble with some copy, I stop, sit back and then write at the very top of the page... "What is it that I am really trying to say?" With that question, I force myself to take a much more disciplined approach to my work. I force myself to go back to the brief and take a closer look at the product or service in question, and... Read More

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation to stop thinking about it. You put it in a box as 'known' and are happy to argue with anyone who disagrees. This is both a good and a bad thing. It is good to hold firm to your beliefs, to be true to yourself, to stand your ground over knowledge or a belief that is fundamental to your character and values. That said, holding stubbornly to your point of view, allowing no space for doubt, can be limiting. Oliver Cromwell is reported to have said to Charles I, on... Read More

Dont Be Satisfied With Your First Draft

Sometimes it's a struggle to figure out what's the best thing to say. You're writing a heading, the first sentence of an email, the introduction to a newsletter, a short description on a homepage. But what should you say? When you have just a few words, what's the best message? One of the ways I employ to help me with this task is to first weed out what I DON'T want to say. I'll write a number of different opening sentences for an email, for instance. Then I'll start hacking away at the ones that don't carry the right... Read More

Four Things Every Web Site Headline Must Do

As you know, I'm constantly making the point that the text on web sites is not given enough attention. Which is unfortunate, because the headlines on site pages make huge demands on the skills of any writer. If you're writing a headline or heading for a site page, here are four things you need to keep in mind, four elements that demand your attention, four separate 'audiences' you need to satisfy. 1. Make the reader feel he or she is in the right place Every time someone clicks on a link and a new page begins to open, the reader... Read More

3 Ways to Increase Conversion Rates

In a previous article I talked about a few similarities between writing direct mail packages and writing web sites. In short, I concluded that as online writers we could learn a lot from direct marketers. In this article I'm going to take a look at just one of those similarities: both direct mail packages and web sites lose almost all of their readers before the 'task' is completed. Both media struggle with conversion rates that typically hover around the 2% rate. Most of us throw out or recycle direct mail pieces almost every day. And most of us know how... Read More

How to Write Profitable Ads

Regardless of how you look at it, the most important aspect ofany successful business is its advertising. In fact,the success of any business is largely dependent on good advertising. First of all, you've got to have a dynamic, spectacular ad thatattracts the eye and grabs the interest of the people you'retrying to sell to. Thus, unless your ad really "jumps out" at thereader, your sales won't live up to expectations, and your admoney will be wasted. The eye-catching appeal of your ad must start with the headline.Use the headline to very quickly create a picture in the minds ofthe reader--a... Read More

10 Keys to Copy That Sells!

Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to most any form of consumer marketing communications: sales letters, brochures, web copy, or direct mail. As long as your goal is to elicit a reaction from your reader, you've come to the right place. Be reader-centered, not writer-centered. Many ads, brochures, and Web sites we see talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in... Read More

Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for the web... - Give or take, my job as a copywriter offline was to sell, sell, sell, sell. - Online, I think, my job is best described as help, help, help, sell. How come? Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation. The result: Every first-time visitor to your site has to... Read More

Writing Online In Two Syllables or Less

About once a month I fly off somewhere to give a one-day workshop on writing for the web. For part of the day, I invite the group to take part in a series of short tasks. In one of these I ask people to write or rewrite a web page headline, using words of two syllables or less. What's the point? Well, the idea is to make people think. It's often tempting to write with long, complex words. Perhaps it has to do with how we were taught at school. And sometimes we use long words simply to sound clever.... Read More

Grammatical Mistakes DONT Sell

When you receive a sales letter with typos or grammar mistakes in it, do you take it seriously? Probably not. As soon as I see a few eighth-grade English blunders in any marketing effort, I quickly decide the author's product or service is not deserving of my time. E-mail is so quick and easy to write and send, that we don't give it the same attention as we would a printed letter. It's VERY important to make sure any communication you send to clients, customers, and prospects represents you only in the best light. Now, if good grammar isn't your... Read More

Some Copy Tips From An Old Hand

I have been in the ad game for a long, long time. I have trained hundreds of writers, and I've been responsible for moving of millions £ & $ in product worldwide. Here are just a few tips that I hope will help you do a better job, and make a bigger name for yourself.One.Whatever copy job you are working on ? brochure, mailer, sales letter, press ad, website ? always include a headline. A pertinent headline. A selling headline.This headline will be, or should be, powerful enough or intriguing enough to draw your target into the compass of the... Read More

Ten Eye Popping, Jaw Dropping Ad Copy Secrets

In order to make more sales and get more profits for your business, fist of all, you should have a good ad copy. Once you master the knowlege for how to get traffic, you will get a lot of visitors to your site. If your ad copy does not sell, your advertising and traffic are wasted. Here are a few tips for your reference. 1. Use positive words, not negative words. Positive words arose positive thinking and let visitors have good mood to read your offers, and give you their credit card number. 2. Publish a list of famous... Read More

The Power of Saying You Can

If you have children, you will doubtless remember saying to them, "You can do it."It's what we say when our toddlers first struggle to their feet.It's what we say when they face their first day at school, when they first ride a bicycle, or first swim a full length of a pool.Children face the challenges of early life with greater confidence when they are supported by the belief and support of their parents.And it doesn't stop at childhood. We continue to say, "You can do it" when our teens take their driving test, apply for college or dress up for... Read More

3 Steps to Great Copy

Nothing irritates me more than being told that there are '3 Secrets' to great copy. Worst still are those marketing promises that say something like, "3 Secrets that the copy gurus don't want you to know".Here's an example I received just the other day..."Just imagine... a report with the *exact* words to use to maximize your influence and communication effectiveness..."For me to believe that I could write good copy simply by having access to these *exact* words, I would also have to believe that if I had access to the *exact* set of brushes and paints used by Picasso, I... Read More

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