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Copywriting

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Your brand’s value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.

It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your value proposition is the main thing you need to test—if you get it right, it will be a huge boost.

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Airplane in the sky

A landing page is the first page that visitors see after clicking on your banner ad, PPC ad, or promotional email. It can be a specific page on your website or a separate page created exclusively for search engines.

Landing pages direct visitors to take a specific action, such as making a purchase, completing a registration, or subscribing to your email list.

Your landing page often determines the success of your ad campaign. A good landing page equals good ROI. A crappy landing page (needlessly) wastes money.

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Jedi mind tricks

Want to know how to persuade people online and get what you want?

The power of influence is usually all that separates the successful from everyone else. These are some tactics, discovered through psychological research, that you have probably not yet heard about, but have the potential to increase your persuasive abilities.

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Sales copy on newspaper

Why is it that some books become bestsellers and others can hardly sell a 100 copies? Why do you read some books with passion and interest but can’t get past the first 10 pages of others? What’s the difference?

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Copywriting

For the sake of argument, let’s say you know the basics of copywriting.

Blah blah, write a compelling headline, know your audience, be persuasive, find your unique selling proposition, keep copy clean, blah blah blah.

At one point, this advice was great. But from where you’re sitting, “write compelling headlines” isn’t helpful anymore, is it?

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6 Conversion Rate Optimization Case Studies With Surprising Results

In the world of conversion optimization it’s always a good idea to keep your eyes open for case studies that you can learn from, adapt to your needs and go test it.

Here are six studies that had some pretty surprising insights.

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Are Grammar Mistakes Costing You Money?

Most articles will tell you that poor grammar can kill sales. While not as important in blog posts as in sales copy, grammatical errors can dissolve credibility, possibly resulting in fewer sales.

But what does the actual data say?

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A Copy Testing Methodology for the Digital Age

It takes one wrong word to put your foot in your mouth. We’ve all done it and, in the process, squandered an opportunity to impress someone (or some crowd).

With copy, you have a chance to slip up on every homepage, product page, or ad.

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Office

Have you ever heard of the “significant objects” project?

As a literary & anthropological experiment, Rob Walker and Joshua Glenn wanted to see if they could resell cheap knickknacks (avg. cost $1.25) on eBay and turn a significant profit by adding personal stories to the item descriptions.

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Image showing a person at the fish market

You turn up the volume of your marketing efforts to meet quarterly KPIs—sending out more posts, emails, and ads. But instead of increasing leads, you see diminishing returns. What’s going on?

Customer-focused content marketing can help you stand out from the din of competitor marketing and connect with audiences. But knowing your marketing needs to be customer-focused is one thing; producing it is another.

Where do you start? Here are three steps to execute, not just hope for, a consistent customer-centric content marketing practice:

  1. Treat content marketing as a habit.
  2. Use research to speak to what your audience cares about.
  3. Deepen engagement with a unique brand voice.

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