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.
Preamble: A friend wrote about her recent ADHD diagnosis at age 45. I was diagnosed at 52, so it resonated deeply with me. I found myself nodding with each symptom she described. It inspired me to write one of my own. I was reluctant to discuss this at first and open myself up this way. […]
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 sales copy is the power of risk reversal. That is, taking a larger risk from the sale than the purchaser of your product. Risk reversal is a powerful […]
In late 2005 (and early 2006), I predicted the death of the text-heavy, long-scrolling sales letter and the birth of an interactive, content-driven, multimedia model.
When writing direct response copy, a few things can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter, or advertisement into an action-generating mechanism is, without question, the headline. But lately, I’m seeing more and more headlines that are limp, bloated, or simply dead wrong. A […]
I first taught this technique in 1998. While there have been tons of improvements since then, today I still see copy on so many websites, sales letters, or emails using a language that only the person who wrote them understands. The bottom line is, most marketers and copywriters still seem to ignore the most important […]
In the competitive marketplace of the new millennium, the demand for specialized products or services will increase. If your site sells everything or to everyone, chances are that your audience will not perceive any greater value in shopping from you than anyone else. The more generic you are, the greater your competition will be since […]
Today, Sylvie and I stumbled onto another bad “Internet marketing sin” perpetrated by an online marketer. This person is not as well-known, but judging from their style they’re definitely a student of some of the top “gurus.” When we shared this with our platinum coaching group, a member sent this amazing “10-point ethics checklist,” which […]
Scarcity is an effective tactic often used in copywriting to create a sense of urgency in an effort to convince the undecided reader to make a purchasing decision. After all, people procrastinate, and they do for a variety of reasons. It’s simply human nature. So the goal of applying scarcity is to prevent prospects from […]