Get this Marketing Cornerstone Right … Or Go Home

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If you’re marketing a product or service, there’s one thing you absolutely need to get right.

Your writing voice might not be that awesome. Your call to action might need some help. Your big idea might be … not so big.

But if you can get this one down, you’ll do all right. You may not thrive, but you’ll live to sell another day.

On the other hand, if you get it wrong, no amount of brilliant marketing can help you.

What is this terrifyingly important factor?

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7 Things the Great Copywriters Wish You Knew

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We sometimes talk about web copy and content like they’re the same, but they aren’t — they complement each other, but they also serve two distinct purposes.

Copy, traditionally, is what we use to make the sale. To use Albert Lasker’s phrase, it’s salesmanship in print (or pixels). Its aim is to persuade.

Content does everything else. It attracts an audience, engages their sustained attention, demonstrates your ability to solve their problems, and paves the way for an eventual purchase.

Content marketing is the new cool kid in advertising– because the web lets us use content to accomplish so much with relatively limited resources.

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5 Ways to Protect Your Entrepreneurial Confidence

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I know I told you your audience was your most important business asset. And I stand by that — if we’re talking about something that exists outside of yourself.

But there’s an internal, mental asset that you need to develop and protect if you’re going to do all the rest of it. (Develop your audience, produce top-notch content that solves real problems, make compelling offers, grow and sustain a great business.)

Business coach Dan Sullivan has said that as business owners, our greatest duty is to protect our own confidence.

Because the reality is: the most successful rockstar ninja business badass you know — that one who seems fearless and unstoppable — has days when their confidence wobbles.

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Three Online Marketing Shortcuts that Take Too Long

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Sometimes people hear online marketing and their common sense flies out the window. They start thinking there won’t be any work (there will), there won’t be any expenses (a lot lower than standard offline advertising, but not zero), and that customers and clients will be magically transported to your business by flying Internet monkeys (that would rock, but sadly, no).

“Don’t take shortcuts, they take too long.” That’s something I say at least once a week, whether it’s to a colleague or one of our brilliant Authority members.

I first said it in the context of smart search engine optimization, where the tricks, games, and tomfoolery of a certain style of SEO have been systematically whacked by Google — leaving site owners to start from scratch.

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Announcing: Seth Godin will be Keynoting Authority Intensive

Image of Authority Intensive Seth Godin Poster

Ah, the challenge of writing about Seth Godin.

The process: Write 12 paragraphs of embarrassing mush. Delete. Ponder.

Write 12 more paragraphs of really embarrassing mush. Delete. Despair.

Because “Seth Godin is awesome” is a terrible marketing cliché. And like a lot of clichés, there’s a good reason for that.

Around the Copyblogger Media virtual offices, we’ve been squeeing all over our shoes very pleased to learn that Seth Godin will be keynoting our first major live event, Authority Intensive, taking place May 7-9, 2014, in beautiful Denver, Colorado.

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Four Old-School Ways to Thrive in any Economy

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So, how’s the economic meltdown been treating you? Excited about the opportunities, or sick to your stomach worrying about how your bills will get paid?

Exhilarated or freaked out?

Maybe a little of both?

It’s impossible to really see massive change when we’re still in the middle of it. But there are a handful of things you can bank on. One of them is that human nature doesn’t fundamentally change, even though the environment can change radically.

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