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 […]
Performing an SEO competitive analysis can ensure your business is competing for the right keywords and producing quality content with proven results.
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 […]
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, one of my readers asked me the following question, which I found rather interesting: “Why should the author of a product be included in their sales copy?” Seems like a pretty redundant question, right? Especially to any veteran copywriter or marketer worth their salt. But the question didn’t stop there. The reader […]
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. […]
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 […]