Defining the goal before strategizing content is crucial in developing a great SEO content creation strategy. Consistency is key when developing authoritativeness.
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.
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 […]
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 […]
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 […]
Here’s a reprint of an answer I gave a student in another forum who asked: “Long copy? Or short copy?” 1. Long copy versus short copy has been the single greatest debate since the beginning of the printing press. But long copy always outperforms short copy. Don’t be long for the sake of being long. […]