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, […]
To determine your content funnel, focus on your user’s current stage of awareness and next steps. To help you, remember this acronym called the OATH formula.
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, […]
I used to teach marketing and selling at a local college here in Ottawa. And one of the things I used to help teach with — I also use them all the time when I want to learn and remember new things, too — was mnemonics. Mnemonics are tools or devices that aid retention. Do […]
One of the most popular threads on my now defunct discussion forum for copywriters was one started by my friend Dean Jackson. If you don’t know Dean Jackson, he is a Torontonian, a real estate mogul, an information marketing millionaire (author of many programs, including the highly successful “Stop Your Divorce!”), and a darn-fine copywriter. […]
Throughout my research, I’m always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements. Elements that, with just a few short changes, can help multiply the results almost instantaneously. Generally, I have found that there are seven common […]
Writing copy usually involves two major things: figuring out what to say and then how to say it. The second part is usually the easiest, because figuring out what to say is often a whole lot harder than how to say it. It requires a lot of research, creativity, time, and, of course, “sales detective […]