Copywriting

Putting Up A Website? Don’t Forget The Copywriter!

October 4, 2011

When I talk to non-Internet marketers about what I do, a common response is, “Oh, you’re a web designer?” “No,” I explain, “I write the CONTENT that goes in a website.” The common notion seems to be that you only need a web designer or developer to create a website. While I’m not undervaluing the [...]

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A Call for Non-violence in Web Copywriting

October 22, 2010

Is it just me or is anybody else alarmed with the amount of violence in web copywriting nowadays? Just look at the headlines of sales pages. You’d think every one is out to become a “ninja” at every desirable skill, “kick b**t” in their field, and “annihilate” or “crush” every one who gets in their [...]

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A Copywriting Shortcut: “WIIFM?”

September 24, 2010

Back in my UNICEF days, I learned an important copywriting tip–but didn’t know it then. Anytime I was writing anything, my supervisor told me to always explicitly answer the reader’s question, “What’s in it for me?” I learned to do this whether I was writing a letter inviting a celebrity to attend a high-profile event… [...]

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Do You Really Need A Long Sales Page?

March 12, 2010

Recently, a client of mine requested a sales page and wanted it “short”. When the topic of how long a sales page should be comes up, I have a standard answer: “I use as many or as few words as it takes to convey the benefits of your product or service, and overcome your prospects’ [...]

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The Power of Follow-Up: A Case Study

March 5, 2010

In this blog post, I’m going to show you a case study which demonstrates the power of following up on your prospects. Background: My client decided to have a one-month promotion on his product. He would offer his product at 50% discount, because he was to stop selling it after the promo period. Our primary [...]

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