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Persuasive Copywriting

FutureNow Post
Monday, Jul. 14, 2008 at 10:35 am

Learn Web 2.0 Copywriting Strategies in an Evening of Enjoyable Reading

July 14th, 2008

Want your website to sound open, uncontrived, and authentic? Keep reading! In our previous compendiums on copywriting advice, most of the links to Roy Williams’ Monday Morning Memos never made it into the post due to some kind of technical glitch. So to fix that, I started compiling most of my all-time favorite MMM’s that dealt specifically with writing.

Yet as I was compiling these links and re-reading the Memos, a central theme seemed to emerged: many of the Roy’s memos dealt with…

...continue to read "Learn Web 2.0 Copywriting Strategies in an Evening of Enjoyable Reading"

FutureNow Post
Wednesday, Jul. 9, 2008 at 5:28 am

Optimize Your Copy for Skimming and Scanning

July 9th, 2008

Bad Landing Pages from Sean DSouzaCopy is one of the most crucial elements of any E-commerce site. And while most discussions of Web copy focus on creating great copy, it’s also important to ensure your copy is formatted for the online world.

Great copy that comes in dense blocks of text often never gets the chance to convert visitors because it never gets read.

Most Web pages – as well as the copy on those pages – are skimmed and scanned before they’re read. Web visitors want to…

...continue to read "Optimize Your Copy for Skimming and Scanning"

FutureNow Article
Friday, Aug. 17, 2007

Do You Believe Mattel’s CEO?

August 17th, 2007

transparency gone wrongNothing tells you more about a company than how it handles a crisis.

Recently, Mattel (MAT) has had two product recalls; one for toys with lead paint, and another for toys with powerful small magnets.

Mattel chose the usual large company route: Have your CEO do a public apology, looking serious and sincere, outlining the problem and emphasizing the steps you’re taking to deal with it.

Has this approach ever worked? I’m not being cynical here, I really want to know.

Here’s why, in this…

...continue to read "Do You Believe Mattel’s CEO?"

FutureNow Article
Monday, Aug. 6, 2007

Copy Perspective Monday: What is “Substance”?

August 6th, 2007

Last week’s article on Style vs. Substance, kept driving me back to one question: “What is substance?”

It seems a pragmatist would insist that anything the customer is willing to pay for automatically becomes substantive. And while I abhor the reductive sophistry in such definitions (tell me “quality” means simply “meeting standards/expectations” and I’ll be tempted to punch you), I feel this particular definition is worth accepting — at least provisionally, and for the purposes of a thought experiment.

With that settled,…

...continue to read "Copy Perspective Monday: What is “Substance”?"

FutureNow Article
Monday, Jul. 23, 2007

Copy Perspective Monday: #’s 2 & 3, “Then vs. Now” & “Me, Them, or You”

July 23rd, 2007

“Well, do you ever get the feeling that the story’s Too damn real and in the present tense? Or that ev’rybody’s on the stage, and it seems like You’re the only person sitting in the audience?” - Jethro Tull, “Skating Away”

alone_in_theater.jpgThose four lines perfectly sum up the dynamics involved with Copy Perspective #’s 2 & 3*, “Then vs. Now” and “Me, Them, or You”.

• Want to intensify your mental image for the reader? Make her a participant; use “you” to place…

...continue to read "Copy Perspective Monday: #’s 2 & 3, “Then vs. Now” & “Me, Them, or You”"

FutureNow Post
Wednesday, Jul. 18, 2007 at 11:25 am

Rediscover Your (Online Copywriting) Groove

July 18th, 2007

ProBlogger‘s Darren Rowse is doing a series called “How to Get Your Blogging Groove Back” that applies just as well to online copywriters.

Today’s advice: Write a product review.

Although he gets into how bloggers can leverage reviews with affiliate programs and the like, copywriters should consider doing this type of exercise even if it just means reviewing a new book on Amazon or your favorite movie on iTunes. Reviews are like mental push-ups for a copywriter. There you are, writing as…

...continue to read "Rediscover Your (Online Copywriting) Groove"

FutureNow Article
Thursday, Jul. 12, 2007

Emotional Perspective Redux

July 12th, 2007

Help them to daydream.Responses to my earlier post prodded me to delve further into the whys and hows of using an emotional perspective. Hope this helps…

Often, readers who sit on a psychological fence of doubt do so because your copy presents them with ideas that conflict with either their self-image or their worldview. In other words, what you claim doesn’t match the reader’s known reality.

In these cases, doubt isn’t an uncertainty to be dispelled with the light of new information, but rather the emotional…

...continue to read "Emotional Perspective Redux"

FutureNow Article
Monday, Jul. 9, 2007

Copy Perspective Monday: #1, Intellect vs. Emotion

July 9th, 2007

Numerous difficult choices have to be made before your fingers ever touch the keyboard, if you hope to write compelling copy. Among those choices are what Future Now calls the Six Perspectives:

copyperspectives.jpg1) Intellect vs. Emotion 2) Then vs. now 3) Me, Them or You 4) Time vs. Money 5) Style vs. Substance 6) Pain vs. Gain

Depending on the circumstances, either side of any one of these polarities can be the right choice. So choosing correctly requires you to know more than simply what circumstances…

...continue to read "Copy Perspective Monday: #1, Intellect vs. Emotion"

FutureNow Post
Friday, May. 18, 2007 at 11:14 am

Do You Want the $5 Web Copy or the $100 Web Copy?

May 18th, 2007

In Chapter 61 of his best-seller, The Wizard of Ads, Roy Williams recounts the story of a friend faced with saving a little money on services. His friend was flying a single-engine airplane into Mexico. When he radioed for a weather report prior to landing at a small airport, he was asked, “Do you want the 2-peso weather report or the 5-peso weather report?”

In the past week, I’ve read a couple of stories about the commoditization of copywriting and the outsourcing…

...continue to read "Do You Want the $5 Web Copy or the $100 Web Copy?"

FutureNow Post
Wednesday, May. 9, 2007 at 8:53 am

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May 9th, 2007
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