The 3 Secrets to Massive
Online Marketing Success

Success

If you’re trying to sell products and services online, you’re probably looking for that one magic key to make your business work.

You buy CDs and DVDs that will tell you the secret.

You subscribe to sites like Copyblogger to study the secret.

You look at mega-successful sites in your market and try to reverse engineer the secret.

After all of this searching, you may be tempted to believe there is no secret. But the secret is real.

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The Mr. Spock Guide to Effective Blogging

Mr. Spock

It is curious how often you humans manage to obtain that which you do not want. ~Spock

The Star Trek franchise has created dozens of memorable characters and inspired an incredible degree of connection and passion in its fans. One of its most enduring characters is Mr. Spock, the eminently logical half-Vulcan first officer in the original series.

Spock’s controlled, cool demeanor won him legions of fans, including millions of women who wanted to Pon Farr his pointy ears off. When I sat down to write about the need for rational, logical planning for your blog, what better model could I have found?

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Are You Throwing Away Your
Best Content Ideas?

trash can

Imagine this, if you will.

An old woman, near the end of her life. Shivering in a fleabag apartment without heat in the winter. Walking four miles each way to the food bank, to carry home unmarked cans of mystery meat. Not even a cat to keep her company, because cat food is expensive.

Then one day she dies, and the neighbors find $2.7 million wadded up in her mattress.

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The Duke Ellington Guide to Copy That Swings

Duke Ellington

Don’t mean a thing if it ain’t got that swing . . .

Whenever you study a creative form like copywriting, you spend a lot of time on technique. You think hard about headlines and metaphors and what specific details you’ll use. You worry about positioning and persuasive structure. You’re trying to keep all the rules and guidelines in your head.

But if you want your content to keep bringing them back, it’s gotta swing.

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3 Sticky Ways to Hold Reader Attention

Sticky Attention

Your copy might focus on benefits instead of features, have the right balance of emotion to logic, and maybe you’ve even snagged the reader’s attention with an arresting headline. But after your reader clicks through, does your copy hold her interest?

If you can’t keep the reader’s attention, nothing else matters. And the online world demands your best techniques to hold reader interest, because tempting distractions are always just a click away. All writers and marketers have their favorite tricks to glue reader attention to their content, so here are three of mine.

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Are Sales Slipping Through Your Fingers? Close the Deal with Logical Benefits

Logical

In earlier posts, I talked about how to use emotional benefits to drive reader interest, and gave you some sample headlines you could use as a jumping-off point.

Emotional benefits trigger the “me-want” response. They create desire for our offer. But creating desire isn’t usually enough. Unless you’re selling a purely emotional product like fashion or music, you also have to give your reader enough logical ammunition to justify the purchase to himself.

This is where logical benefits come in. These are all the rational, intelligent reasons we have for buying the stuff we want. You hook prospects with the heart, but you close the deal with the head.

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