November 18, 2017

Web copy: 100 artful ways to convert online prospects to online customers

  Need, want or desire? Savvy digital marketers know the difference – and use it as a competitive advantage True or false: Web copy that focuses on customer need and product benefit is your best bet for getting a response and driving conversions? If you said ‘true,’ congratulations. You are half right. It’s true, Web […]

Web copy: The false choice of brand vs. response

Beware the hype about hype copy. It can take you off strategy. Case in point is an article I saw recently titled The epic face-off in copywriting: hype vs. no-hype. It is a frontal attack on direct response copywriting masked as a critique of hype. I am surprised a commentary on the evils of hype […]

You can learn a lot about brand storytelling from this classic direct response letter

  “On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future. “Recently, […]

How to be a first-rank wordsmith in the next 10 minutes

Should you write “can you …” or “will you …”? “Brave” or “courageous”? “30 minutes” or “half an hour”? Is it a weakening redundancy to write “100% guaranteed”? I learned early on these are not trivial matters to a professional copywriter. Whether you are a DIY copywriter or you hire someone to write your content, […]