“Kids Eat Free” and Other Irresistible Offers

Copywriting 101

The sign says it all – “Kids Eat Free Every Monday and Tuesday.” It’s out in front of a Mexican food restaurant on my way home.

That’s called an offer. It’s not the restaurant’s main offering (which is trading Mexican food for money). As far as that goes, this is probably the third best (out of four) Mexican food joints in my hometown.

But every Monday and Tuesday night, the place is packed. They’ve made an appealing offer that caused people to take action.

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Now Featuring Benefits!

Image of Man Wearing Victorian Headphones

One of the most repeated rules of writing compelling copy is to stress benefits, not features.

In other words, identify the underlying benefit that each feature of a product or service provides to the prospect, because that’s what will prompt the purchase.

This is one rule that always applies, except when it doesn’t.

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The SEO Debate is Alive and Well

ProBlogger’s Darren Rowse chimes in with an excellent, balanced addition to the growing debate over traditional SEO as applied to blogs. This is the topic that I commented on with SEO Copywriting is Dead, which built upon a couple of posts by Nick Wilson of Performancing and was pushed further along by Steve Pavlina.

Darren is always a diplomat, but here his even-handedness is especially welcome. While demonstrating both sides of the story, I think he actually makes a stronger case for writing for humans first.

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Blog Pimping

“Pimpin’ ain’t easy but it’s necessary.” – Ice Cube

Chris Garrett at Performancing writes today about “blogging for hire,” meaning a new corporate job description, or maybe a consulting gig, as a company blogger. Think Microsoft’s Robert Scoble, but at firms of all sizes and across all industries.

In fact, Chris inspired this post title when he mentioned Hugh Macleod “pimping wine and bespoke suits.” Chris isn’t being derogatory at all, but if you’re offended, blame him. :)

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The Structure of Persuasive Copy

Copywriting 101

We’ve seen that the purpose of each element of copy is designed to get the first sentence read, and from there keep the reader engaged step by step to the conclusion.

We know to keep things clear, concise and simple so that our writing communicates with ease.

And we definitely understand the make-or-break importance of an attention-grabbing headline.

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How to Write Headlines That Work

Copywriting 101

Your headline is the first, and perhaps only, impression you make on a prospective reader. Without a headline or post title that turns a browser into a reader, the rest of your words may as well not even exist.

But a headline can do more than simply grab attention. A great headline can also communicate a full message to its intended audience, and it absolutely must lure the reader into your body text.

At its essence, a compelling headline must promise some kind of benefit or reward for the reader, in trade for the valuable time it takes to read more.

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