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Copywriting

Transactional Emails

A while back, Seth Godin published a list of things that “every good marketer knows”. Among that list was: “Anticipated, personal, and relevant advertising always does better than unsolicited junk.” His conclusion was that there is a very big difference between knowing and doing.

Good marketers continue to send unsolicited junk. [Tweet It!]

Transactional emails are the key every good marketer is talking about, but that few are doing something about.

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Copywriting Mistakes

Day in and day out, you’re surrounded by copy. You’re watching TV commercials, you’re seeing PPC ads in your search results, you’re visiting SaaS pricing pages, you’re shopping online for a new office printer… the list is endless.

It’s easy to look around and think, “Yeah, I could have written that.”

Whether you’re just getting started with copywriting or you’ve already written a few dozen landing pages, it’s important to know that copywriting mistakes are not few and far between.

To avoid making them yourself, it’s important to be aware of the most common (and costly) copywriting mistakes plaguing sites.

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Humor

Think about the last thing that made you laugh. Was it a TV ad? Tim from HR? A tweet?

Now think about the last landing page that made you laugh. Really, take a second and try to come up with an answer. Was it just another 404 page?

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Ancient Copywriting

In Ancient Greece, public speaking was the main channel for political debate and decision-making, legal decision-making, and even philosophical discussion.

As it became more and more important to society, so did rhetoric, which is the art of persuasive speaking and writing. Ancient philosophers like Plato, Aristotle, and Cicero studied and practiced rhetoric… essentially boiling it down to a do-it-yourself guide.

That guide has been lost (ok, just forgotten). Until now.

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wrestle

When you’re putting together copy for a website you may not have the luxury of only having to speak to one audience. In fact, you may have multiple audiences you need to address.

Which means you’ve got a juggling act on your hands.

Who is most important? What if both audiences require equal attention? How do you write copy that attracts more than one audience on a page without confusing your messaging?

The answers to these questions lie in your customer research and a process for determining where your audiences’ needs overlap.

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Wondering how to write “compelling” copy? Consider this.

According to a 2012 psychological study conducted in France by psychologist Remi Radel, humans can perceive the meaning of words in as little as 1/300th of a second.

Researchers recruited students for the test, asking all of them to arrive at the lab without having eaten for at least 3 or 4 hours. Half of the students were told there would be a delay of an hour and to eat lunch. The other half had only a 10 minute delay before the start of the test – and given no chance to eat.

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