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.
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 […]
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.
I’ve used many task management programs throughout my career. Whether they were to-do lists, daily planners, journal notebooks, online tools, software applications (too many!), etc. Name it and I’ve probably used it. And each time, I keep coming back to one. It has been my favourite method for a long time. The reason is simple: […]
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.
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, […]
The other day, an aspiring copywriter asked me a question that I hear all too often: “How do I distinguish myself from other copywriters?” The answer is not an easy one. It takes some thought, some time, and perhaps some inspiration. But time after time, I have found that most people tend to overlook one […]
I covered headlines many times already. You can find posts about headlines here. But here are some additional tips. There are two huge mistakes people make when they write headlines. Either they are too bland and don’t say enough (such as when they attempt to simply summarize), or they say too much to cover all […]
In 2006, I predicted the death of the salesletter (long-scrolling direct response) and the birth of an interactive, content-driven model. Turns out I was right.