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FutureNow Article
Monday, Oct. 29, 2007

Online Copywriting 101: The Ultimate Cheat Sheet

By The Grok
October 29th, 2007

Blues icon B.B. King was once asked how he found his heart-warming, bone-chilling sound. “It’s simple,” he said. “I only steal from the best.”

After publishing more than 2 million words — online and print — we’re convinced that King was right. To become a good writer, one must first be a studious reader. (How else will you know whom to steal, er, borrow from?) So, in that spirit, we’ve compiled a list of some of GrokDotCom‘s favorite Web copy resources in hopes that copywriters everywhere will steal the best tips from our colleagues, friends, and staff. Enjoy!

Writing Headlines

1.) “Headlines: Do You Really Need 200 to Land a Good One?” — Attversumption.com

2.) “Are Your Headlines Missing These Precise Psychological Triggers?” — Ezine @rticles

3.) “Top 10 Ideas for Testing Your Headlines” — GrokDotCom

Readability

4.) “Nobody Reads Web Pages — But Everybody Engages Websites” — American Small Business

5.) “The Secret of Writing to be Read” — Seth Godin

6.) “People Really Do Read Online — Who Knew?” — Marketing Interactions

7.) “Fight the Bull” — Bullfighter software helps to eliminate jargon from web copy

Customer-focused Copy

8.) Test your customer-focus ratio with Future Now’s ‘We-We’ Monitor.

Copywriting Techniques

9.) “Six Types of Words That You Should Axe in Business Writing” — Bizcovering

10.) “Going for Broca: Show Don’t Tell in Action” — GrokDotCom

11.) “Time vs. Money” — GrokDotCom

12.) “What is Substance?” — GrokDotCom

13.) “Style vs. Substance” — GrokDotCom

14.) “Pain vs. Gain” — GrokDotCom

15.) “Intellect vs. Emotion” — GrokDotCom

16.) “Emotional Perspective Redux” — GrokDotCom

17.) “You Ain’t All That! — A Marketing Copy Autopsy” — GrokDotCom

Trust & Relationship Building

18.) “Transparent Marketing: How to Earn the Trust of a Skeptical Consumer” — Marketing Experiments Journal

19.) “Inspiring Online Credibility” (a three-part series) — GrokDotCom

20.) “Screencast: Building Trust & Credibility Online” — GrokDotCom

Email Marketing

21.) Retail Email blog

22.) MailChimp resources center

23.) GravityMail — keeps your emails and newsletters from getting junked by sp@m blockers

24.) SpamAssassin — Open-source spam filter

Copywriting Blogs & Resources

25.) Copyblogger — Brian Clark

26.) The Copywriter Underground – Tom Chandler

27.) Grammar Girl — Mignon Fogarty

28.) ChrisG — Chris Garrett

29.) ProBlogger — Darren Rowse

30.) The Copywriting Maven — Roberta Rosenberg

31.) WebInkNow — David Meerman Scott

32.) Visual Thesaurus

33.) Word Spy

Transcription Services

34.) SpeakWrite

35.) Casting Words

36.) AccuConference — Record interviews and conference calls, download them as MP3 files, and even have them transcribed for an extra fee. Great for podcast interviews, content planning and tutorials.

Copywriters

37.) Jack Forde

38.) Cynthia Williamson

39.) David Garfinke

40.) Chuck McKay

41.) Bob Bly

42.) Tim Miles

Public Relations

43.) “Podcast: David Meerman Scott on the New Rules of Marketing & PR” (a two-part interview on how to make the most of multi-channel public relations) — GrokDotCom

Blogging

44.) “Blogging for Beginners” — ProBlogger (Whether you’re starting a blog or just thinking about it, this is the place to be. A great collection of must-read how-to posts from Darren Rowse.)

45.) “5 Simple Ways to Open Your Blog Post With a Bang” — Copyblogger (Finesse tips from Brian Clark.)

46.) “Write a Review — Rediscover Your Blogging Groove” — ProBlogger

47.) “How to Attract Links and Increase Web Traffic — The Ultimate Guide” — Copyblogger

48.) “The Two Most Important Words in Blogging” — Copyblogger

49.) “Lessons in Corporate Blogging” — Nicholas Carr for BusinessWeek

Persuasive Online Copywriting

50.) Persuasive Online Copywriting: How to Take Your Words to the Bank by Bryan Eisenberg, Jeffrey Eisenberg, and Lisa T. Davis. In our first book, the Future Now team gives a step-by-step tutorial in writing for the Web. Out-of-print since 2006, you can either pay $100 or more for a used copy on Amazon, or download the ebook for just $19.95.

Part 2 of the Cheat Sheet…

Since there are so many great resources to copy, we’ve decided to start with the essentials first — but, yes, there really are 101 links! In Part 2, we share some our favorite tips, including how to use web copy to engage different customer personas and personality types. To make sure you don’t miss out on future copywriting and marketing optimization tips, subscribe to GrokDotCom (weekly, monthly, or daily newsletter — or read daily via RSS). Thanks for reading!

. .

EDITOR’S NOTE: Join us on June 2, 2008 in Manhattan for FutureNow’s Persuasive Online Copywriting seminar. Tickets are only $795 for this popular one-day crash course on the most profitable ways to move the bottom line with nothing more than words. Just words.

Add Your Comments

Comments (178)

  1. This is an amazing resource!

    Cheers, David

  2. And I thought I already had the whole collection.

    Thanks for the links. These are going to be quite useful.

  3. 26 Tips To Write Copy That Sells Users & Search Engines…

    How do you create exciting prose and witty copy that will enchant your audience and make the search engines give you a top 10 ranking? How can you use the art of search engine optimization to please real readers and not just try to appease the fickle g…

  4. Very useful, lots of information. Thanks for the tips and I’m looking forward to see the remaining tips !

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  6. Hey, you could have created money buy making an ebook out of these resources instead you shared them for free here. Thanks for the information, I have bookmarked some of them.

    Good post! :)

  7. This is very useful for seo copywriters, also when they are writing in Dutch.

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  12. What a great resource. But seriously, no Clayton Makepeace? Seems like a pretty big omission.

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  15. As a job counselor, I recommend that job seekers learn from other people’s resumes. I’ve posted 90 sample resumes on my site, susanireland.com to help people come up with good phrases for their own resumes. I certainly don’t expect folks to steal a whole resume, but a line or two, here and there is totally fine.

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  17. An excellent selection Grokster, especially Copyblogger and my buddy Tim Miles.

    Please allow me to submit two of my favorite bookmarks, both from Copyblogger. Sure-Fire Headline Formulas That Work Part 1 & Part 2.

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  19. This is a great list and I found a few really interesting reads. I recently started a part-time blog that I plan on taking pretty seriously and this resource will help out a lot. Cheers.

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  22. Hmmm… My copy of “Persuasive Online Copywriting” is signed by all three authors. I wonder how much that would get on Ebay???

  23. great list here, I have bookmarked this for future use.

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  26. Excellent resource.

    Thanks alot

  27. Great resource for any level copywriter; The Grok is always my first stop whenever I have an SEO or general copywriting question.

  28. Great resources! Thanks for putting the list together. Just one small thing – it’s David Garfinkel…

    and I would also add master copywriter John Carlton to the list.

  29. Um, that second link right at the top, (Are Your Headlines Missing These Precise Psychological Triggers?”) should point not to Ezine Articles, but to http://www.psychotactics.com/psychoheadlines.pdf where the original article sits.

  30. Thanks for a great resource. This may have taken hours to put together. :)

  31. Great list..thank you

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  36. Thx for the cheat sheet! Lots of great posts in there.

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  38. I’d like to add a suggestion of Paul Boag’s Advice for CMS Users. It’s actually a great resource for knowing how to write for the web. (Even if the title is a little misleading.)

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  43. Very nice list another great webmaster resource to the list. Thanks.

  44. Excellent information. What a Great Resource. Newbies and seasoned can really value from your list. Thanks for the time pulling this together. I will definately be returning to see what else you add to this page.

    Megan Vaillancourt
    http://PassportMentors.com

  45. I love this! I will definitely be back, almost daily to read more. How long did it take you to get good at writing headlines and content? Thanks!

    Simple Tiger
    http://www.simpletiger.com

  46. [...] interessante lista di risorse sul tema del copywriting online, a cura di GrokdotCom, la newsleter redatta dal Gruppo di FutureNow. Di loro ho letto  persuasive [...]

  47. Thanks for all the great information. I have checked out numerous sites you listed and gathered some great material to use with my site. On a side note, a great program that I found is Glyphius (http://www.glyphius.com/). It cuts down my copy time and helps improve sales to my site.

    Thanks again for the great resources.

  48. I was thinking of investing in a software program that is supposed to help me figure out if my copy is profitable. It’s called Glyphius (www.glyphius.com), and I’d love to hear from someone who has used it before I invest in it. Thanks! -Lee

  49. Just a reminder for those interested in join us on January 14th in sunny Orlando for our Persuasive Online Copywriting seminar, where there will be plenty of time to discuss ways to improve your online copy and branding. If you’d like to save $100, act fast — the early registration discount has been extended to December 20th. That’s tomorrow!

    Thanks for reading, everyone!

    -Editor, GrokDotCom

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  51. This really is a great list. I loved that article from Seth Godin.

    I’m kind of miffed my blog didn’t make the list as an online copywriting resource though.

    Kindest regards,
    Andrew Cavanagh

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  53. An amazing list! I bookmarked it immediately. I am a big fan of Bob Bly’s stuff. Found a book by him entitled “Secrets of a Freelance Writer” at a used bookstore for a $1 that is a wealth of information. I think James Brausch sums it up well on his blog with his tag line, traffic + copywriting + product = internet marketing.

  54. Wow! great list and very helpful. I added the post to my bookamrks!
    I’m copywriter and it’s great info.

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  59. Wow, lots of great links here – more than just copywriting, yet copywriters do need to know much more beyond “writing”, don’t they! One question, how did you select the 6 copywriters you linked to? Probably would be good to have a representative few from different specializations…

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  62. This is really an excellent list. Thank you for sharing it. It is very useful for many of us that are new to online copywriting. Thanks for the time putting it together.

    Best wishes,
    Karl

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  64. wow what a huge list. Now I know why webmasters put clients citations on their sites. Is suppose to create trust. Well, looks a bid strange for a European even though it’s getting more and more common in Europe.

  65. This is a great resource if you want to bone up on basics or dig into some juicy copywriting.

    I have placed your site into my RSS feed because I’ll be using as a swipe file of sorts.

    Thanks for putting this together.

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  67. Wow, no wonder why my sales pitches aren’t working. Luckily I found this on delicious. Bookmarked and passing this around to everyone I know. Thanks.

  68. haha… this is great. i never thought i could find all this in a list. I’ve been reading a few on the list and i tell you i really learned from the best but still need to work my writings out for me to reach their level and create a killer content. thanks for the list.

  69. Online Copywriting 101: The Ultimate Cheat Sheet…

    The guys at GrokDotCom put together a list of some of their favorite Web copy resources in what they refer to as the ultimate cheat sheet….

  70. Great list! FYI, tip 4) link has changed … goes to an ad page http://www.wizardofads.com/?ShowMe=Wizard_of_Ads

  71. Great resource! I’m happy I found this before I finished my website. Hope I’ll do a bit better now :)

  72. There are no short cuts or cheats to becoming an amazing copywriter… I so wish there was.

    If you want to excel at anything you need to practice.

    Great title too, it sure catches your attention.

  73. What a list! This will keep me busy for quite some time. Thanks

  74. Wait a minute… have I missed a joke? Was this meant to be a test of copyediting skill? Surely the King who has published 2 million words is Steven, and not B.B. (though who knows whether either of them coined the phrase about stealing from the best – it gets bandied around a lot)

  75. Wow..thanks a bunch. What an incredible source of copywriting wisdom and information..thanks again..

    Sean

  76. This is a great list of copywriting articles and resources.

    Of course the biggest secret is not just to read the tips but to put them into action.

    You get better at writing copy by writing copy.

    Kindest regards,
    Andrew Cavanagh

  77. Wow, what a great resource. Thanks for all the work in putting it together!

    Kevin

  78. Ultimate it is! Thanks!

    I will make sure that I get it right with these… I think that there should be more posts like this!

  79. Great information, It is awesome you took the time to pull this together.

    Thanks
    Shane

  80. What a tremendous resource. Thanks for compiling this list, bookmarked you in Delicious and will definitely be referring back to this page often.

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  82. Many great links on copywriting here. Too many sites give misleading or vague info but this post is one of the most useful that I’ve come across.

  83. Not just a studious reader, but also a studious writer. It’s like sports…the more you play, the better you get.

  84. Great tips for writing better headlines and articles. Thanks for sharing.

  85. Its obvious you’re a great writer – thanks for the tips. Site bookmarked for future reference!

  86. A great list for business people and copywriters who want to stay updated on what to do–and what not to do!

    THANKS!

  87. The post is great…

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  90. Nice post.Having good copywriting on your home business blog will keep you at the top of search engine results for your keywords and help close sales.Good copy writing on your site will make people want to come back for more.

  91. I always think of copying as reading then evaluating putting your own slant on it. Then it acts as inspiration and of course fresh content but really someone else’s idea.

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  96. [...] Do Your Homework – The first thing you should do before you start to write is read. Reading can help make you a better writer, but don’t just read anything. a. Read up on your competition; check out their Websites, find out what they are doing and how they are positioning themselves. b. Read your own marketing and promotional materials. Determine what you like about your past material and what you can improve on. c. Read tips for becoming a better writer. There are literally thousands of resources out there (for free), here are just a couple that I’ve found helpful: Writing for the Web, and Online Copywriting 101: The Ultimate Cheat Sheet. [...]

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  98. I suppose most ideas are a combination of of everyone else’s ideas, then reformulated by experience.

  99. Fantastic resources. Thanks to Perry Belcher for tweeting this to me :)

    Ron

  100. Awesome Post, thanks for that. :) Great site.
    Regards,
    Cori

  101. Excellent list Grok! It was amazing what I could learn to help me copywrite my first bookkeeping article for my start-up website.

    Thanks again,
    Brendan

  102. Excellent resource list. Already use some of them.

  103. Excellent resources. Ironically it can be a challenge finding copywriting info that is not in squeeze page form.

    You’ve done the cyber-world a service here. ;)

  104. Nice collection of resources for online copywriting. Will bookmark it for later use.

    Thanks,
    Tom

  105. This is a great resource for copy writing, I always get stuck for a good headlines throughout my copy, I will refer to this often for some ideas

  106. Copyrighting is extremely important for sales. I am an adwords advertiser, so writing great ad copy and headlines is essential in order to increase click throughs. One thing to keep in mind, that in sales, you want to land the sale on the spot. Don’t write so much copy that you will bore the reader. Make sure that the headline is catchy and informative, make it stand out by using H1 or H2 tags, and input the most important information about your product or service in the first few sentences. If you do all of this, along with great copyrighting, you increase your chances for business.

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  108. I have also found it really useful to keep a file full of headlines when I come across a good one, just to stop the brain freeze!

  109. [...] And you can find the 50 best ever copywriting resources at GrokDotCom. [...]

  110. I’ve been fan of your site for a long time. In fact, I’m always showing it off to clients for its awesome usability features. In any case, I was thrilled to see that your post came up second in popularity when I typed in “copywriting” on digg. If you would like to consider adding another great copywriting resource, please consider checking our our blog at http://www.thewritersforhire.com/blog.

  111. I think a swipe file is essential for any writer

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  116. This is a great list and I found a few really interesting reads. I recently started a part-time blog that I plan on taking pretty seriously and this resource will help out a lot. Cheers.

  117. I always think of copying as reading then evaluating putting your own slant on it. Then it acts as inspiration and of course fresh content but really someone else’s idea.

  118. I love reading about onilne copywriting – anything i can get my hands on! Grok is a great source of inspiration!

  119. This is some quality online copywriting info you’ve laid out here. Bookmarked for future reference since many of my clients ask about this frequently, I can just refer them here. Thanks for the post

  120. This has got to be the best cheat sheet for copywriting ever. I’ve bookmarked it and also Tweeted it. Thanks for the resource. Great job.

  121. Excellent list, much appreciated. I suppose one of the things you are saying is take inspiration from what others have done and make them your own.

  122. Thanks for this amazing list! I’ll be using it daily to improve my copywriting skills for my iPhone Accessory Store!

  123. Oh my goodness, thats a list and a great cheat sheet. Did you research all of this on your own or pull from other sources? Either way, thanks for the list, it will be very useful to our future copywriting needs.

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  125. Great resources. I was not aware of such a information before.

  126. Excellent copy writing tips.

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  143. Excellent list.

  144. I just saved this to my Delicious profile because it’s going to take me a bit to go through all the material you’ve linked here. Thanks for creating this copywriting resource!

    Ryan

  145. I just saved this to my Delicious profile because it’s going to take me a bit to go through all the material you’ve linked here. Thanks for creating this resource!

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  147. Your articles on writing substance and being careful of putting too much emotion into the writing helped me with my blog. I get a bit carried away when I write. And sometimes I forget to add important information. Thanks guys for a great resource!
    Madison

  148. A real help for online copywriters – no wonder this is still in Google blog search!

  149. That’s very handy. I’ve just started my own business website copywriting and link building. I’m going to read some of those articles when I finally find a minute.

  150. I’m just on the brink of re-doing the web copy for my website. It’s handy articles like this that make my job a lot easier. Thank you kindly.

  151. This cheat sheet helped me a lot folks, thanks.

  152. What a great list. Copywriting can be so hard to learn, but I find that the better I get at it, the more I need to read these things because I often forget the basics. Even though a lot of the information is the same, you can’t pound it into your head enough

  153. Thanks for sharing these resources in the single list. It will be helpful to have this page bookmarked. I am looking to launch a blog soon and am still in the research phase.

  154. For someone who has a hard time with copywriting for my own blogs, this helpful advice was a Godsend! Thank you!

  155. Wow thats quite a reading list! Have only had look at a couple of these so far and there is some good advice in them so I will be going through the rest…may be a while before I am able to get back to the Twilight books!

  156. Although the article is published in 2007, I still find it useful. Thanks

  157. Great post, enjoyed reading it thanks!

  158. It’s amazing how many times I’ve referred back to this page. It’s been years and the information is still valid. I love it

  159. This is the best.. bar none list I’ve seen on everything copywriting Thanks a ton.

    Wonder what this infor would sell for?
    Joe@ best business ideas

  160. What a great list. Copywriting can be so hard to learn, but I find that the better I get at it, the more I need to read these things because I often forget the basics.

  161. What a great idea for a blog post. I’m going too have a think about what useful resource I could create for my own readers using the same idea.

    thanks
    Gillian

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  168. Wow. That’s an extensive list of copyrighting material!

    Looks like I have some reading to do :)

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  170. [...] Online Copywriting 101: The Ultimate Cheat Sheet (grokdotcom.com) [...]

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  172. [...] that teach you the basics of how to write excellent copy. I’ve referred to this one often. FutureNow’s Ultimate Copywriting Cheet Sheets: A two-part list of 101 excellent resources for improving your copywriting skills. Passive Voice [...]

  173. [...] http://www.rightcopywriter.com/blog/copywriting/how-to-choose-the-best-copywriting-services.html Online Copywriting 101: The Ultimate Cheat Sheet Blues icon B.B. King was once asked how he found his heart-warming, bone-chilling sound. “It’s [...]

  174. [...] Online Copywriting 101: The Ultimate Cheat Sheet [...]

  175. Great resource, thanks for putting this together.

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