Why Long Copy Will Never Die

It can’t be bargained with. It can’t be reasoned with. It doesn’t feel pity, or remorse, or fear. And it absolutely will not stop, ever. ~ Kyle Reese, The Terminator

Remember the first time you saw it?

The yellow highlighter? The centered red headlines? The fake handwriting and the blinking arrows?

You thought the same thing everyone thinks. “Who in their right mind would give this person a credit card number?”

You didn’t realize what a ruthless, efficient machine you were looking at.

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Take 15 Minutes to Find Your Winning Difference

The unique selling proposition (USP) is one of the cornerstones of marketing. There has to be a reason people do business with you and not someone else – a winning difference that sets you apart and makes you the only real choice.

Traditional marketing advice will have you lock yourself in a cave for weeks listing all of the features of your business, translating them into benefits, then somehow finding that one compelling point that will differentiate you from everyone else you could possibly compete with.

There’s nothing wrong with this approach if it works for you. But if it doesn’t, try throwing it out the window and doing it the cheap and easy way instead.

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Beyond Eyeballs: The Three Body Parts that Create Real Revenue

Eyeballs

The advertising world is obsessed with “eyeballs.” If you want to sell ads on your blog, for example, you’ll have to show potential advertisers how many unique users are coming to the site each week–how many eyeballs are looking at your stuff.

But readers are made of more than eyeballs. If you want to get beyond advertising to where the real money is, and find your village of profitable customers, you’ll need to get beyond simplistic eyeball thinking and start addressing whole human beings.

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Is Your Tribe Holding You Down?

image of a Third Tribe spear

There’s a great divide in the online marketing world at the moment.

On one side is the Tribe of the Cool Kids. They’re part of The Conversation. They use the niftiest open-source tools. They have trendy haircuts. They’re about voice and influence and attention.

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Why You Can’t Make Money Blogging

Fake Steve Jobs

I was a little surprised this morning when, after I’d given a talk on business blogging, a seminar attendee asked if I’d seen the Newsweek article this week on why it’s impossible to make money with blogs.

“Guess I’ll give it all back, then,” was my off-the-cuff answer.

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Warning: Contents Are Hot

Flame Tango

Sure, your content needs to be useful. Yes, absolutely, it needs to improve your readers’ lives. And without a doubt, it needs to strengthen your relationship with your content community.

But sometimes, you just want to get some sizzle going.

Here are some ideas for when you want to create content that’s hot enough to burn your readers’ fingers.

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