Tag Archives: Copywriting

Missed Message

18 January, 2015

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Starry starry night…Princess Cruises partners with Discovery to offer star gazing cruises. I have seen the TV spot a few times now. It’s a unique idea and the spot closes with a dad gazing happily at the night sky with his young son at his side. In a voiceover that’s supposed to be his recorded […]

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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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Best in Voice….

5 November, 2013

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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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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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Reading: “Word Hero”

21 November, 2011

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During my Saturday haunting of the book shelves at Barnes & Noble, I stumbled by accident on this gem: Word Hero, by Jay Heinrichs: “A fiendishly clever guide to crafting the lines that get laughs, go viral, and live forever.” Had I looked for it in the business or marketing section I’d never have found […]

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One Unusual Copy Strategy to Close Online Sales

14 September, 2011

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You know those annoying little affiliate disclaimers any online marketer needs to now include in emails or on websites where affiliate marketing is done (thanks to the FTC)? Well, I’ve seen some of these disclaimers along the way that read as though they are likely more successful at undoing a sales pitch than they are […]

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Micro-Script Rules: the book

13 April, 2011

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If word gets out on this book, it’s going to sail off shelves. Bill Schley’s The Micro-Script Rules is a $16.95 branding, identity marketing, business marketing guidebook. It puts to shame the gurus hawking their high-priced courses and info products that sell for hundreds and sometimes thousands of dollars. These “rules” pertain to ANYONE working […]

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Change Your Tune…Tone

26 July, 2010

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Ground Hog Day. Same old, same old. A warm, slimy, algae ridden pond…what is stagnation? Web copy is not intended to be any of the above. That’s the beauty of bits and bytes. They take to molding and shaping so well. And with the vicissitudes of the online ecosystem as bumpy as they are, it […]

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How Many Sentences in a Paragraph of Webcopy?

31 May, 2010

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Hmmm. In the good old days of pencil and paper or typewriter…better yet, my high school English teacher days(!) a paragraph better include at least 3 sentences supporting one idea, a micro-topic of the central theme of the page or report or essay. The general message sounded on web copy goes something like this: your […]

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Show Them How to Use “It”

25 May, 2010

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In the new Apple iPad commercial–one of my faves– we hear this from the voiceover: “You already know how to use it” It’s THAT intuitive….no questions necessary. Well, that’s probably not exactly correct, but the intended meaning is that this thing is built for human interaction. Here’s a question: Can you say the same about […]

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Continuing the Dream Scene…

19 May, 2010

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Last night I wrote a post about writing the “dream scene” as a business strategy for creating an experience to sell anything, really. Catching up on a post by John Batelle brings me again to the topic: Steve Jobs’ newest venture into mobile advertising has been dubbed “iAds.” Very covert, spare is the information on […]

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Writing the Dream Scene

17 May, 2010

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Ever hear this: Don’t sell the steak, sell the sizzle? That adage suggests you focus more intently on the experience of something — the benefits– than the physical or tangible aspects — the features. Steak, bicycles, cars, fly fishing lures, wedding cakes, event planning, hand-thrown pottery, kitchen renovations, or web copywriting– it applies. You attract […]

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Tell the Tallest Tales

28 April, 2010

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Elmer Gantry was drunk. So begins Sinclair Lewis’ novel, Elmer Gantry. Already stamps a crisp image in my mind. You likely want to know what happens next. Launching your reader into the thick of a story is not some hot new technique. Writers and storytellers of all ilks have been relying on this tactic for […]

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Sales Power of the Daily Email Newsletter

23 April, 2010

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I subscribe to a number of copywriters’ email newsletters, but one in particular–Ben Settle– makes it his “bizniz” to mail every single day. Is it tiresome? No. Is it boring? No. Do I get tired of hearing him day in and day out? No. 95% of the emails he sends have a nice compact message […]

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Copy Leftovers

23 March, 2010

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Business improvement moment: When I write web copy I usually over-write the first time around. During the refining process I cut, modify, reorganize. In the past I’d cut with no thought to the potential loss. One day I wished I had the magical powers possible to snatch back the 200 word paragraph I’d cast forever […]

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