Category: Copywriting

This section contains copywriting articles, where I discuss how to write copy, how to improve your message, and how to boost conversions. Subscribe to be notified when I post more.

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Copywriting

Why I Switched From Copywriting to SEO Consulting?

SEO consultant, UX design, and CRO marketing consulting

After I left copywriting and moved to SEO consulting, I’m often asked why. Shady clients and losing my entire family played a major role. Here’s the full story.

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Copywriting

Can Your Prospects Take An Oath?

justice, hammer, judge

Preamble: I wrote this article back in 2003 and I rewrote it in early 2005. Back then, it was meant primarily for a copywriting audience. Now that I specialize in SEO, and seeing how the concept of “funnels” is gaining popularity, I took the liberty to slightly update it. One problem in SEO, copywriting, content, […]

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Copywriting

Copywriting Productivity Tools to Boost Your Writing

office, startup, business

These days, I do a lot of SEO consulting and content strategy work. But a big part of my career was in copywriting. And when I write copy, some tools help me tremendously. Whether it’s doing research, writing the copy itself, or working with my clients, there are certain resources that help. I previously shared […]

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Copywriting

Lesson Learned, Lesson Earned

convention center, chair, seminar

Preamble: today, I’m taking a walk down memory lane, talking about my history and the seedy side of marketing. It’s not pretty. I tell this story in large part as a warning and a lesson. If you’re OK with that, then join me, will you? After watching a brilliant video with copywriter Jim Clair opening […]

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Copywriting

The Stigma And Struggle Of Being A Medical Copywriter

pexels negative space 48604 scaled | The Stigma And Struggle Of Being A Medical Copywriter | Visibility. Marketing. Advisory.

A subscriber to my daily newsletter, Corinne Swainger, asked a question, reprinted here with permission: Today, many people tend to associate the word “copywriter” with someone who only writes websites, content marketing or blogs. This often means practically everyone now thinks they can write, and is therefore a copywriter. My own background is based in […]

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Copywriting

5 Ways To Make Your Claim More Believable

pexels miguel á padriñán 1010973 1 scaled | 5 Ways To Make Your Claim More Believable | Visibility. Marketing. Advisory.

Blowing your own horn can seem like a productive marketing effort, and it may seem to communicate self-confidence. But it’s often done wrong, which makes it ineffective and counterproductive, and can even backfire. Saying you’re the best in your field, your claim is suspect and dismissible at best, and arrogant and disdainful at worst. Either way, you […]

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Copywriting

How to Target Your Perfect Customer

target, goal, aiming

The most important part of your copy is not your headline, not your offer, and certainly not your benefits. The most important part is your customer. Sounds obvious, right? But I’ve critiqued some pretty good copy. Very well-written and compelling, too. But if the conversion rate is low (hence, the reason why I was hired […]

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Copywriting

How I Write Copy in Seven Steps

steps, stairs, up

A lot of people ask me how I write copy. I don’t mean the actual writing process (such as how I come up with headlines, bullets, offers, etc), but how I tackle the actual task of composing a new sales piece from scratch. Everyone is different. My writing process is one developed over many years, […]

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Copywriting

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

man, woman, office

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 first part is the most crucial. After all, the […]