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Persuasive Online Copywriting

FutureNow Post
Monday, Jul. 13, 2009 at 8:24 am

Can Copy Create (added) Value On Its Own?

July 13th, 2009

ebay_pokemon_cards_bidIf a pack of Pokemon cards cost under $7 new, how much do you think an unopened pack would go for on e-bay?

What if the seller told an amusing story about that particular pack of Pokemon cards in the product description – would you bid more based on that?  Do you think others might?

Sounds silly, but based on a real-life incident, one mother collected $103.50 from the top bid (out of 44 other bids) on her pack of Pokemon…

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FutureNow Post
Tuesday, Jun. 30, 2009 at 8:20 am

Billy Mays: If All You Remember is the Voice, You’re Missing Out.

June 30th, 2009

HE HAD A VOICE NO LIBRARIAN COULD LOVE – CAUSE HE ALWAYS TALKED LIKE THIS.  But look past the booming voice and easily parodied stage persona of the late Billy Mays and you’ll find an extraordinarily gifted pitch-man, worthy of his own TV show.

A pitch-man whose fame and success made him the target of more pitches than he ever gave.  Pitches made by desperate inventors looking for him to save them after they’d already mortgaged the house, spent the…

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FutureNow Post
Friday, May. 22, 2009 at 12:03 pm

Optimizing Website & Landing Page Copy – A 10 Step Process

May 22nd, 2009

“Talk to the dog in the language of the dog about what matters to the dog.” Roy H Williams

This past month, I shared my 10 step process for optimizing copy for websites or landing pages on my Market Motive training call. I was able to convince my friends at Market Motive to let me share the full presentation video with you (normally they only share the first few chapters unless you are a paid member). Unfortunately, it will only be available to be…

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FutureNow Article
Monday, Apr. 13, 2009

How to Think About Long vs. Short Copy

April 13th, 2009

Long and short are linear terms (they refer to length, right?).  So they work fine to categorize or describe copy found in a sales letters or print advertisements.

But (most) websites aren’t linear because hyperlinks break linearity (aka subvert hierarchy).

People don’t read (most) Websites one full page at a time in a numbered order; they read/scan/move from one link that interests them to the next link that interests them, often entering or starting on something other than page #1 (what bad web…

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FutureNow Post
Wednesday, Mar. 11, 2009 at 9:48 am

3-Steps for Writing (and testing) Great Headlines

March 11th, 2009

According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world Step 1. Scent: Web copy adds the requirement of scent.  Your headlines and sub headlines have to assure visitors that they’re in the right place.  A compelling headline that doesn’t orient readers…

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FutureNow Post
Monday, Mar. 9, 2009 at 5:29 am

How Persuasive is Your Online Copywriting? Quiz

March 9th, 2009

Thanks to our friends at Contentwidgets, we developed this little quiz to see how persuasive your copywriting is. Please note, when there is more than one response possible you will see checkboxes in the quiz not radio buttons in front of the answers. Please take a try at the quiz and leave your score in the comments below.

jQuery(function() { new WIDGET('AF8372B8-5CDC-48CD-BA70-6EE262A6A698').render('bb'); });

...continue to read "How Persuasive is Your Online Copywriting? Quiz"

FutureNow Post
Tuesday, Feb. 10, 2009 at 6:00 am

Pump Up Your Verbs

February 10th, 2009

Remember how, a while back, we talked about the benefits of using active verbs in your copy (Think Active!)? You must have got some benefit from that discussion – it’s one of my most popular articles ever. So I think it’s time we played Fun With Grammar again (if only your 9th grade English class had been so application-oriented).

If you buy that the passive voice is death to persuasive writing (which was the point of that other little piece), then…

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FutureNow Post
Thursday, Feb. 5, 2009 at 6:33 am

Practice Pacing the Rhythm Of Your Copy

February 5th, 2009

Rhythm is an powerful element in your writing. And you can think of the rhythm of your writing in (at least) two ways. It can be the technique of matching the pace of your copy to the feelings and visuals you intend to create. But you can also think of rhythm as a way to impart a “musicality” and unpredictability.

Consciously using rhythm techniques helps you generate sight, feeling and, yes, even sound images for your reader.

Rhythm as Visual Mood

People internalize…

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FutureNow Post
Thursday, Jan. 8, 2009 at 5:27 pm

Saying Something Powerful with Signaling Theory

January 8th, 2009

A couple of thoughts came to mind after reading Seth Godin’s brilliant post on “The power of smart copywriting.

1) The best way to reveal the real substance (or lack thereof) of your message is to strip it down.  Remove all the wordsmithing, jargon, self-applied labels, ad-speak, etc and you’ll get down to the core message.

The process of stripping “Unlike any coffee you’ve ever had before” down to “The Best Coffee” reveals the rather empty content of a slogan that,…

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FutureNow Article
Monday, Dec. 8, 2008

Branding Through Reverse Camouflage

December 8th, 2008

Do you have the courage to say what you’re not?

Most people don’t want to draw that sharp line of distinction, and it’s why their marketing efforts blend into the clutter.

Discernible edges and silhouettes allow us to visually “grip” an object and separate figure from ground.  Eliminate those edges and you’ll effectively camouflage yourself.

In the picture above, notice how the legs present a solid silhouette and are easily identified, while the man’s upper body camouflage breaks up his silhouette and…

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