I knew I had to buy a copy as soon as I saw it on the magazine stand: the issue of Time Magazine with Presidential temperament as the front cover story.  They even had four presidential faces on the cover, which, before examining them, made me think of previous explanations of temperament using the Four Presidents on Mt Rushmore:

Dutiful George Washington for Sensing-Judging / Methodicals Philosophical Thomas Jefferson for iNtuitive-Thinking / Competitives Rambunctious Teddy Roosevelt for Sensing-Perceiving / Spontaneous Idealistic…

...continue to read "Presidential Candidates, Temperament & Website Copy?"

Bryan Eisenberg just sent me this link to a Lifehack article about 50 different writing tools.  And I must be a bit groggy because I didn’t instantly recognize that title as belonging to one of my very favorite writing books.

I recommend Roy Peter Clark’s book frequently and have even given copies of it away during Persuasive Online Copywriting courses.   In fact, the famous screenwriting coach and video game guru, David Freeman, won a copy at our last POC course and he…

...continue to read "50 Writing Tools"

One of the key things we teach in our Persuasive Online Copywriting course is how to speak to your customers, in their language, about what they care about.

Treasury Secretary Henry Paulson should have attended our course.   According to many analysts, he’s doing a terrible job of selling the bailout package to the American people.

MSN Money blogger Charley Blaine talks about the problem, and how he thinks, of all people, Jim Cramer has it right on how to put the bailout plan into…

...continue to read "Why Henry Paulson Needs to Attend Our Copywriting Course"

Great copy communicates the emotional truth of your message; mediocre copy simply conveys information.  Want to see the difference between the two approaches?  Watch this video:

Copywriters worry about nuances, mental images, and word associations because the emotions behind your words matter.  Never let anyone tell you different.

*Hat tip to Jim Anderson for sending me the video link.

P.S. If you like this post, be sure to read my follow-up analysis.

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...continue to read "The Difference Between Great and Average Copy"

I’ve done a lot of research on male vs. female communication styles.  But apparently these gender differences aren’t limited to conversation, there are also distinct linguistic styles in texting.   This bit of linguistic difference even helped convict a man of murder.

Jenny Nicholl disappeared on 30th June 2005. A linguistic analysis showed that text messages sent from her phone were unlikely to have been written by her but, rather, were more likely to have been written by her ex-lover, David Hodgson. A number of…

...continue to read "Texting, Linguistics, Gender and Murder"

Bryan likes to tease me about my (in his opinion) way-too-wordy, overly long, and serialized blog posts.  He has even started suggesting I join twitter to practice short-form writing styles (you can follow Bryan @TheGrok).  But since I need a distraction like twitter like I need a crack cocaine addiction, this twitter-style post will have to suffice.

So here you have it, the 7 principles of Gr8t Web 2.0 (read short-form) copy:

1.    Brevity – Twitter = learn to say lots in 140 characters. What must…

...continue to read "7 Principles of Web 2.0 Copy - Twitter Style!"

You gotta love a contest dedicated to preserving the fine art of crafting so-bad-they’re-good opening lines. The Bulwer-Lytton Fiction Writing Contest is named after the original author of the line Snoopy made famous: “It was a dark and stormy night,” and continues to inspire the creation of beauties like this year’s winning entry from Garrison Spik:

“Theirs was a New York love, a checkered taxi ride burning rubber, and like the city their passion was open 24/7, steam rising from their bodies…

...continue to read "So-Bad-They’re-Good Opening Lines"

There is a world of difference between the disciplined study of copywriting/persuasion, and the laughable royal road to riches pitched by most internet marketing “gurus.” The following website satirizes this “I’m-too-sexy” approach so well that it practically begs for a mock Wayne’s World-style “we’re not worthy.”

Go ahead, treat yourself to a well-deserved belly laugh:

http://www.thecopygod.com/

[Hat tip to Bob Bly]

...continue to read "We’re Not Worthy…We’re Not Worthy…"

Do you have unique, untapped talents to show the world but find your efforts frustrated, either because you’re an outsider or because your own internal resistance gets in the way?

Would it surprise you to realize that most people self-identify with that description?

At some level, all of us feel alienated — from others, from ourselves, or both. We worry about not living up to our talents, so we gravitate toward things that allow us to feel empowered.

(iPhone 3G, anyone?)

Audiences love superheroes because…

...continue to read "Superhero Copywriting Tips: “Holy Persuasion, Batman!”"

You’ve probably seen the commercials: Nuclear meltdowns, pro sports athletic training, rodeo clowns, daredevil motorcycle riders — all sorts of people are smarter and more prepared for life because of their choice of hotel.

“Are you new to the team?” asks the nuclear engineer of the stranger who saves a frazzled control room from reactor meltdown.

“Actually, I’m with the tour group, but I did stay at a Holiday Inn Express last night.”

Holiday Inn Express has a brand promise: “Stay Smart.” Well, I…

...continue to read "I’m Not Illiterate, But I Did Stay at a Holiday Inn Express"