Pearce responded to our “Ask the Experts” post, looking for a definition of “web copy.”

If you look up its definition, copy refers to any “written matter intended to be reproduced in printed form” (e.g., “The text of a news story, advertisement, television commercial, etc., as distinguished from related visual material”). The word was originally used in the context of the printing press, but it essentially means the same thing online.

Since all copy is content, but not all content is copy,…

...continue to read "What is Web Copy and How Should I Use It?"

Even if you can’t make it to our upcoming seminars (3/27-28 in San Francisco), we still want to answer your questions about copywriting and website optimization.

Now’s your chance to ask Jeff Sexton, Holly Buchanan and Bryan Eisenberg anything you want!*

Jeff, Holly and Bryan will respond to your questions in the comments section below. And if you really hit a nerve, we’ll answer you in the form of a blog post.

Priority will be given to first-time commenters, lurkers, and anyone else we…

...continue to read "Can’t Make it to San Francisco? Ask the Experts Now"

Who: Spend the day with two of our most popular Persuasion Architects, Holly Buchanan and Jeff Sexton.

What: Learn from the experts about making your copy more persuasive and speak to all of your market segments. Not only for copywriters, past attendees include C-level execs, marketing directors, entrepreneurs, and others who just want to improve their online communication skills.

This one-day seminar is packed with practical real world examples and “how to” exercises. The focus is on giving you simple yet effective techniques that…

...continue to read "Persuasive Online Copywriting Seminar, San Francisco"

Just a friendly reminder to West Coast readers to take advantage of the early registration discount for upcoming events in San Francisco…

Call to Action – March 27, 2008

Call to Action is led by the incomparable Bryan Eisenberg, best-selling author and co-founder of Future Now, and is based on the Eisenberg brothers’ best-selling book, “Call to Action: Secret Formulas to Improve Online Results.” This seminar presents the principles of Persuasion Architecture and the tactics of conversion rate marketing, and will help…

...continue to read "Save Hundreds Off Our Upcoming West Coast Seminars"

“If Oprah uses it, it must be amazing.”

Now, you may disagree with that statement, but there’s no arguing with the sales boosts and success that Oprah’s “Favorite Things Show” routinely bestows upon her selected items. And while this falls more nearly under the principle of appeal to authority than social proof, the mental shortcut involved is largely the same — it’s what Chip and Dan Heath coined the “Sinatra Test.”

When Frank crooned, “If I can make it there, I’m gonna…

...continue to read "Sinatra and Social Proof: Rethinking the 4th Deadly Claim"

“Words schmords. What’s so important about words? Images — that’s where it’s at. It’s all about the images, right?”

I hear that often. And yes, images are important. Very important. But don’t write off the word (no pun intended). Words change entire battles (see also: “withdrawal date” and “surrender date”). Which is easier to support, “affirmative action” or “racial preference”? Politicians understand the power of words. Marketers are also taking notice.

Look at word choice in products. “Oil of Olay” dropped the…

...continue to read "Are Your Words Saying What You Want Them To?"

What’s the real cause of your online visitors’ anxiety?

Answer that and you’ll take the first step toward invigorating your Web copy instead and ignoring weak claims like “easy to use.” Because “easy to use” isn’t so much a claim as it is an assurance, you can’t strengthen it until you know which fear you’re facing.

Visitor fears generally fall into two categories:

1.) They doubt their abilities. For instance, a fear created by a product that allows them to do things…

...continue to read "The 7 Deadly Claims (Part 2) — “Easy to Use”"

On January 14th & 15th, the Future Now team will be in Orlando, Florida, hosting two of our most popular marketing optimization seminars:

Persuasive Online Copywriting seminar & workshop — Led by two of our most popular writers, Holly Buchanan and Jeff Sexton. Learn how to write persuasive that speaks to each of your market segments. Not only for copywriters, past attendees in this class include C-level execs, marketing directors, entrepreneurs, and others who just want to improve their online communication skills. Call…

...continue to read "Two Great Seminars, One Great Location"

To those who missed the first lesson, how nice of you to join us…

Isn’t this stuff easier now that the Web’s getting smarter? With a subject like copywriting, there are so many smart people out there, sharing so much information, faster than ever, that it’s important to study all the different ways writers can harness and leverage that power.

That’s what these online writing techniques can do. They’ll help you persuade; to share your ideas and promote your agenda in a…

...continue to read "Online Copywriting 101: The Ultimate Cheat Sheet — Part 2"

...continue to read "Online Copywriting 101: The Ultimate Cheat Sheet"