Categories
Copywriting

Can Your Prospects Take An Oath?

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, […]

Categories
Copywriting

How I Broke Into Copywriting

My last post, where a disgruntled copywriter demanded “the truth” about creating wealth in copywriting, inspired copywriter Andrew Cavanagh to share the story of his beginnings on my forum: “Here’s how I made my first ‘money’ in copywriting.” Then one by one, other copywriters started adding their own. The responses were nothing short of amazing! […]

Categories
Marketing

Don’t Be Transparent, Be Authentic Instead

Some people tend to tweet, blog, post, and status-update their little hearts out. Be it on Twitter, Facebook, LinkedIn, Instagram, their own blog, or whatever. They say it’s all about being “transparent,” and transparency is good. But I think we need to be careful. Transparency may seem trendy. It may seem noble or humble. But […]

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Interviews

How to Secretly Dominate Your Market

In this podcast, coach and speaker Ed Rush grilled me on copywriting, marketing, SEO, and positioning, and how to use these to secretly dominate your market.

Categories
SEO

Content Marketing SEO, Without Context, Is Meaningless

Stories are not just for entertaining our audiences. They also give our content context. Context is far more important than we think especially in content marketing SEO.

Categories
Copywriting

The Stigma And Struggle Of Being A Medical Copywriter

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 […]

Categories
Books

The 10 Commandments of Power Positioning

In 1992, I wrote power positioning as a way to help attract clients in my early career as a marketing consultant without the need for cold-calling or selling.

Categories
Copywriting

Risk-Reversal’s Role Reversal

The greater portion of my career has been in copywriting, selling, and direct marketing. And one of the common denominators I’ve found in any successful piece of copy is the power of risk reversal. That is, taking more of a risk from the sale than the purchaser of your product. Risk reversal is a powerful […]

Categories
Copywriting

Forget Benefits, And You Will Sell More

What’s the single, most important element in copywriting? Let me say it another way. You’ve done your research. You found a starving market. Your product fills a need. And your sales copy shines with benefits. If everything is so perfect, then why is your product still not selling? Is it the price? The offer? The […]