It’s Not What You Say, It’s How You Say It

Copywriting is often labelled as “wordsmithing.” A wordsmith is someone who uses words to sell a product, a service, or an idea. But, is copy only about words? Copywriting comes down to two fundamental tasks: knowing what to say and then how to say it. The...

Lowball Puts You Behind The Eight Ball

If you're a new or aspiring copywriter, here's one important tip: don't be cheap. Too many beginning copywriters believe that offering cheap rates will get them more business. I'm not saying that it doesn't. Of course, offering low rates and discounts is one way to...

If Long Copy Stinks, Think Soap

I often talk about the need for long copy often depends on your market. Borrowed from Eugene Schwartz' magnum opus Breakthrough Advertising, it's based on the market's stage of sophistication for the product. The newer the product is, the less sophisticated the market...

Paint Your Copy With Pictures

An immensely powerful strategy in copywriting is to use words and phrases that help to paint vivid pictures in the mind. When people can visualize the process of doing what you want them to do, including the enjoyment of the benefits of your offer, you also drive...

Tip #12: Does Your Copy Have a “Tell”?

I took a professional speaking course where the instructor told us of a specific tactic I later realized I often used in copywriting. He called it the “Triple-Tell” formula. When you're making an important point in the copy that you want the reader to...

Tip #11: How to Turn Vanity Into Value

With every claim you make in your copy, you need to back it up. “We're #1,” “rated top in the industry,” or “highest quality” appear spurious if left as is. By whose standards? In which publication? For which market? Justify the...

Tip #10: Top 10 Reasons Why Lists Work

People like numbers and really love lists, especially bulleted lists. Numbers promise bite-sized, easier-to-digest chunks of information. Lists are short and sweet, and cluster similar ideas for greater impact. Headlines that list a number make a concrete and credible...

Tip #9: Convert Testimonials Into Case Studies

Testimonials are important in copywriting. Problem is, they're so overused and sugar-coated that they seem as if they're made up by a marketer. Sure, testimonials are fantastic. But to readers, fantastic testimonials are fantasy. Rather than grouping testimonials...

Tip #8: Reduce Friction and Fear

When people are asked to do something, especially if it means to give up something else (like their attention, email, or money), there will always be some resistance. There's no real way of removing that natural inclination as it is part of human nature. But there are...