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Better “About Us” Content

22 June, 2015

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The content many businesses want to focus on is the stuff about them. But there is a fine line between too much about the company and not enough attention focused on the prospective customer. Sites that begin with writing all about themselves and never stop are out of touch with their customers. Customers DO want […]

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Copywriters–Choice Architects?

28 December, 2014

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Until I picked up the book Nudge (Thaler and Sunstein) a few years ago I’d never heard the term “choice architecture.” Choice architecture as described by Richard Thaler is, in a nutshell: “the careful design of the environments in which people make choices.” And, Thaler continued, “If anything you do influences the way people choose, […]

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Small Copy; Big Changes

15 December, 2014

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“Mortgage troubles?” “Mortgage in trouble?” Two very similar questions, but so different at the same time. The first is personal–focus on the actual individual– almost accusatory. The second adds only 1 tiny word and yet the focus is shifted, not so personal, not accusatory, a scenario in which the mortgage itself becomes the subject of […]

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Where’s the Unique Value Proposition?

18 November, 2014

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I had two auto insurance companies send me direct mail pieces in the mail and it just so happened that I received them on the same day. Both use the “you can save more money with us” headline and pitch. Side by side, they looked, sounded, and smelled no different from one another. Nothing specific, […]

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Testing Prove’s Sales Headline Structure

23 May, 2014

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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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Does Neatness Count?

8 May, 2014

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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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Marketing Research

6 November, 2013

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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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Tuesday Tip: Copywriting That Works

5 November, 2013

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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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Instant Engagement: Communicating Difficult Ideas and Concepts

17 March, 2013

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Ever find yourself tongue-tied when trying to verbally describe a complex idea to someone else? Conveying a POINT can be nigh impossible particularly when the crux of that point is technical, abstract, industry-specific. Add to that challenge the fact that we often find ourselves (as part of a digitally distributed team) on the phone, video […]

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Do you think outside the body copy?

17 February, 2013

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Traditionally, web copywriters write a lot of body copy….text that typically occupies the middle column of many webpages. And the other stuff (headlines, calls to action, button text, form text, etc. ) gets added by developers, designers, and even business owners themselves. Why? Because the text needed is short-ish in length and therefore “easy?” Because […]

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Long Page Content – The Biggest Challenge

29 January, 2013

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Getting customers to scroll beyond the fold for a long page of content is not the biggest challenge. It’s a challenge, but not the crux of the problem. Because given the opportunity to chew on that truly remarkable content going on down below, they will scroll, and scroll, and scroll–if you can show you have […]

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Who’s Got All the Right Words for the End of the Year?

31 December, 2012

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Metro North! Very nice mobile ad pitches the pros of using Metro-North to get into the City for New Year’s. The voice over is pitch-perfect as well as the text on the ad itself. Hats off to the copywriter on this one — here’s an enviously compact message. All the important keywords one wants to […]

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Great Sales Letter Lead Happening Now

11 April, 2012

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A lot of sales letters that are shared online are those that have a proven track record–they’ve been around for awhile. This is the lead for a new online sales letter I received just this past weekend. It’s from Agora Financial, infamous for some of the best sales copy in the financial sector. “Searching for […]

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The Power of Made-Up Crap

3 April, 2012

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Wonderful things can come when you’re able to spin words to imply something grand or eloquent or expensive or priceless or secretive or magical….make up crap (essentially)…create new words and phrases that even lodge themselves in our daily language. Neologism: “a new word, meaning, usage, or phrase” and/or “the introduction or use of new words […]

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Spelling and Punctuation Errors on Your Website?

8 March, 2012

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Spelling mistakes and punctuation mistakes on a website are unavoidable, particularly when you’re not the one responsible for uploading or formatting the copy and content. I know what goes through my mind though, when I am on a site with more than one little error. “These people are…” Inattentive Unreliable Unprofessional or un-businesslike Disregard me […]

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Stop, Smell, and Poke the Web Copy

9 December, 2011

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We stop and smell the roses We taste test our recipes We listen to the engines purr, clunk, and bang We drink in the bouquet of fine and not so fine wines Why do we often spend so little sensory time with our web content? In some cases we literally slap words onto a web […]

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