10 June, 2014

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What a Sentence

Unless you’re Thomas Wolfe (not Tom Wolfe…THOMAS Wolfe–Of Time and the River, You Can’t Go Home Again, Look Homeward Angel, etc.) a sentence ought never to be a paragraph. This is the only author who can write a mile long sentence and make it artworthy.   Strunk & White’s The Elements of Style is a […]

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31 May, 2014

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What You Can Do With Video Transcripts

In my previous post, I argued that making your web content as conveniently accessible to all users as possible offers a VALUE benefit to your business or website. And I used Agora Financial as an example of a best practice model worth following–they regularly format their direct response newsletters as video presentations, but offer visitors […]

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31 May, 2014

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If Your Content is Valuable–Then Prove It

Giving customers, readers, and clients/customers access to your valuable content. Force website visitors to watch a video or offer a companion transcript? Have a free report you’re offering–are you limiting access to this content?   I have heard people in my industry argue that it’s “confusing” to customers/clients/readers to offer them multiple calls to action […]

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23 May, 2014

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Testing Prove’s Sales Headline Structure

Which Test Won’s test of the week tested one of my favorite tests–headline structure and content.   You can sell ice to an eskimo with a properly written headline. WTW calls it “story”but it’s more specific than that. By being specific and creating an image in the prospective customer’s head that implies benefit–that’s what allows […]

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8 May, 2014

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Does Neatness Count?

Depends on what argument is most appealing! A messy desk kills your career on one hand, but in the book A Perfect Mess: the Benefits of Disorder, authors argue that neatniks are productivity killers and that the world is an overall better place when a little mess and chaos are allowed to remain. In my […]

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6 November, 2013

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Marketing Research

Meclabs quarterly research digest is hot off the presses and a can’t miss for anyone who does anything online. The PDF is over 200 pages featuring pearls of wisdom gleaned from scientific testing. Most interesting to me are those tests measuring long versus short copy. And, no, shorter isn’t automatically better. In fact, Meclabs has […]

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5 November, 2013

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Tuesday Tip: Copywriting That Works

Originally posted on Insight Marketing Solutions – Outsource Marketing:
  When writing copy on any platform for your business, you’re technically always selling. Whether it’s your brand personality or a particular one of your products, your “sell” will only work if it’s authentic. Step into the mindset of your target market and think about the…

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5 November, 2013

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Best in Voice….

Thank God for Duluth Trading Company’s consistent and fearless devotion to its own true voice. Here is an enviable mix of humor, snarkiness, and just plain old mojo.   The company’s catalog has been a favorite of mine for the last 4 years, with copy like: “Free-swinging flannel shirts” that “turn you into a lumberjack” […]

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30 October, 2013

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On Momentum

Anyone who says it’s good to take a break from blogging is lying. Maybe if you blog to excess. But I’ve taken a 3 month break and it’s only languished because I’ve lost my momentum. And that’s a big factor for a blog, as well as for any other effort in life. Let’s take the […]

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24 June, 2013

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All About Web Copy

Jacob Nielsen’s Alertbox today proves some site users may read copy on a webpage quite extensively particularly when it is designed and written properly. The eye tracking studies done on this are great. The article again reinforces the “F” shaped pattern that most people adhere to when scanning a webpage. Funny, b/c I’ve overheard more […]

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16 June, 2013

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The Multi-Disciplinary Nature of Web and Digital Copywriting

Customers generally do not just drop from outer space onto a web page. A user has a thought, a series of synaptic firings, an experience before they ever reach a page of digital content. The variety of external triggers and influencers that direct people to content are many and it becomes increasingly clear that I […]

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4 June, 2013

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Error message du jour

I found this gem of a 404 error message today on fitsugar.com:  

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16 May, 2013

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Google’s Impending Updates – Content Impact

A Google algorithm update  is on the way, reports Google’s Matt Cutts. (In fact, the sheer volume of content being generated on speculation is impressive.) Cutts says Penguin updates are on the way, but that “if you’re doing high quality content when you’re doing SEO, this shouldn’t be any big surprise, you shouldn’t have to […]

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28 April, 2013

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Content “Zumba” – Lose the Lazy

If you’ve ever seen one of those Zumba infomercials or participated in a Zumba class (very hot right now), then you know it’s not for the lazy. The point is to get moving, burn crazy fat, all while having fun. Simplified–it’s moving around versus sitting still. Growth vs. decay. Hypertrophy vs. atrophy. If your digital […]

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14 April, 2013

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What Industry Does Great Storytelling?

Some of the best storytellers in marketing work in the beverage industry–alcohol. Beer, wine, scotch, all have companies with compelling and creative stories. In the case of micro-brew beer vs. big beer corporation, the borders are blurred and the marketing targeted to specific drinkers or audience segments. For example, I heard a really good ad […]

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11 April, 2013

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Eye Catching Footnotes

The almost forgotten footnote — used widely in print, but infrequently online. Which may be a good thing, b/c when something like a footnote is not plastered everywhere, there’s more opportunity to leverage it when really necessary.  I opt for the traditional hierarchy of footnotes: *, †, ‡, §, ¶, || (the true hierarchy of […]

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