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All About Web Copy

24 June, 2013

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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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Getting Beyond the Same Ol’ Call-to-Action

11 March, 2013

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Our digital environment is literally pock-marked with calls-to-action and most of them not particularly illustrious. “Learn more” “Click here” “Read more” “Buy now” “Sign up” “View” “Update” “Submit” — we could go on and on. The above are the usual cast of characters. Easy, utilitarian, handy, go-tos–they are like affordable parts for a GM or […]

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If you’re a Student of Great Copy then….

4 May, 2012

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…you might love Rodale’s daily email newsletter like I do. It’s like a candy shop in my inbox everyday. Usually the email subject line alone is addictive hook. Today’s for instance: : “4 Things Your Garbage Says About Your Health.” Every day, Rodale’s The Daily Fix delivers me a treasure trove of intriguing and titillating […]

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Look to Your Own Persona: The Answers are Closer Than You Think

20 April, 2012

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As a web copywriter a persona–for ME–is a very effective tool. Companies pay other companies a lot of “nut” to research customer demographics, conduct surveys and gather poll data, ultimately to assemble and deliver a slick deck of diverse customer personas. Google “customer persona” and you’ll turn over a garden of search results for sites […]

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Building an Irresistible Call-to-Action

20 December, 2011

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Sales copy is persuasive, is it not? Yes. A call-to-action is an important piece of the online sales process, would you agree? Yeah… The invisible “yes” is key to overcoming buyer resistance and building irresistible web copy that can turn sales. But once you’ve negotiated a series of invisible “yes-es” in your prospective customer’s mind, […]

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Website Without Words: Are You Missing This Piece?

15 December, 2011

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Online customers interact with content and the written word in a few different ways. I occasionally come across a client who believes that his or her particular customers are not interested in reading. Usually it is barked out something like this: “My customers don’t want to read a lot of words on a page.” Period. […]

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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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Lo-Fi Content Strategy and Whiteboard

13 November, 2011

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Content strategy documents and artifacts are not automatically accessible for all that may need to actually use them. Take a “simple” copydeck for instance– one of the lowest of the low strategy documents. This is where the rubber meets the road. End users of this document could be developers, programmers, and content management specialists. But […]

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Memorable Call to Action

11 November, 2011

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Sometimes the best way to grab users is to put a quick, catchy, memorable call to action, slogan, or other message in front of them: “Before you break a bone, put this in your phone.”

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Wasting Away in Copy-ritaville

11 November, 2011

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I’m not the smartest knife in the drawer because I’m a bit like the shoemaker– her kids go barefoot while everyone in town is sporting the best shoe-wear. That analogy could be applied to my own personal web copy and content. I own a dozen or so domains, every last one of which I have […]

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Quick Examples of Voice, Tone, and Style

10 October, 2011

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concept of unique style: red sneakers stand out alongside a row of black business shoes.

Tone and style figure prominently in a content strategy, but they are powerful ways to strengthen any kind of content, particularly that of a business, organization at large or the content on a website or as part of a standalone work. How do you establish a tone and voice? Identify and explore the content goals […]

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Does Your Content Begin in Bloomingdales and Finish in a Dollar Store?

6 October, 2011

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lost and confused signpost

Any time we give customers a link to follow — where we also control the content on the other end — we must consider the relevancy of the content between here and there. Does point A “match” point B? Or does your content leave them feeling bewildered and disoriented, as if they stepped in the […]

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7 Web Content Strategies for Landing Page Conversion

5 October, 2011

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Or, “How to optimize web content on landing pages following some simple “tricks” all the cheesy affiliate landing pages use.” I clicked what I considered an appealing ad on Weather.com this morning only to find that it kerplunked me on a HORRIBLE landing page for a national property restoration company. No small biz faux pas. […]

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Do Your Customers Know How To Use a QR Code?

3 October, 2011

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Instructional copy when, where, and how to use it is largely driven by audience. QR codes are one application of web content that users may or may not be familiar with. Who are your customers and do they need some assistance to actually access the content locked away in a QR code? While plundering my […]

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3 Arguments for Adding Articles to Your Website

24 September, 2011

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CarsDirect.com, Mortgage101.com, and Nolo.com are three good arguments. All three (owned by Internet Brands) consist of a front-facing transactional customer landing page and feature large sections devoted to “research articles.” CarsDirect.com is an “online car buying service and research portal.” Site traffic has rocketed to over 1.8 million unique visitors a month. Behind its car-buying […]

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The New Calls To Action for a Mobile Touch World

12 September, 2011

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Tap (examples: “Tap on the painted items to uncover them.” (Google search app); “If you don’t see your favorite spot, we can add it — tap on the envelope and let us know!” Of course there is an email envelope icon nearby, which clarifies the meaning (Wind Alert app); “Tap your phone with your thumb […]

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