SEO Tips and Insights Blog

Here's an archive of blog posts I've shared since 1999, including articles, interviews, books, news, and audits. Topics include SEO, digital marketing, copywriting, communications, and business.

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fashion, clothing, shop

Use Scarcity To Sell, Not Scare

March 28, 2005

Takeaway selling, for the uninitiated, is a way to limit the supply of a product or service in some way to increase scarcity of an offer. Because it’s a proven fact that scarcity sells.

It’s that ageless law of supply and demand. The less the supply is, the greater the demand will be.

People don’t know how much they want something until it’s about to be taken away from them. As Jim Rohn once said, “Without a sense of urgency, desire loses its value.”

Why? Because procrastination is the biggest killer of sales — particularly online where the chances of a prospect staying on or returning to a website (in order to think about buying), in today’s click-happy world, are just as scarce.…

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notebook, pen, table

Three Tips For Getting Copywriting Work

January 5, 2005

I often get many questions. Of those, the most common is when aspiring copywriters ask me how to get started in the copywriting business.

It’s not about how to write copy specifically but about the marketing aspect of the freelance copywriting business.

There are three things I recommend if you are just starting in the copywriting field. In fact, I did these three myself when I first started out, which springboarded my career.

1. Pick a Niche

Niche marketing is extremely powerful. People often have the erroneous assumption that by narrowing their focus to a specific market, industry, or specialty, they are lessening the chances for more business.…

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students, adult, asia

Long Copy Or Short Copy?

October 1, 2004

Here’s a reprint of an answer I gave a student in another forum who asked:

“Long copy? Or short copy?”

1. Long copy versus short copy has been the single greatest debate since the beginning of the printing press. But long copy always outperforms short copy. Don’t be long for the sake of being long. Be long for the sake of providing as much information as is needed to make the sale — and not one word more.

2. People object to reading copy because: a) they are not targeted and b) the copy is boring. “Length” is the excuse because it’s a common currency.…

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