How to Write the In-Depth Articles that Google Loves

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Hey marketer, are you a lover of long-form content? In-depth reporting? Then you’ll love this statistic:

Ten percent.

That’s the percentage, according to a recent Google study called Daily Information Needs, of people who might want detailed, long-form information from search.

And like we always say around here, “go where the data indicates.”

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3 Ways to Get What You Want by Giving People What They Want

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We all long for something.

  • Love that will last.
  • The ability to influence people.
  • Scenic vacations.
  • Financial, political, or psychological independence.
  • Less anxiety.
  • Stunning creative achievements.
  • Organizational excellence.
  • Relief from the sting of rejection.
  • World-class athletic performance.
  • Retaliation for when we are wronged.
  • Invitations to the most popular parties.
  • A savings account that never runs out.
  • An impossibly broken family finally reunited.
  • Recognition for your hard work.
  • A Cosmopolitan body.

Marketing that actually works hinges on connecting your product to one of these mass desires.

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The (Not-So-Secret) Secret to Turning Your 
Website Traffic into Paying Customers

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We all do it … daydream about our website finally breaking through … getting the attention it deserves … and actually allowing us to earn a living on our terms.

Sometimes we see a glimmer of this dream coming true with a steady rise of subscribers, a flood of comments with each article, or a rush of traffic from a successful guest blog post.

When this happens we hold our breath and wonder: “Maybe this could happen to me. Maybe my ship is finally coming in and I could earn an honest living from my website.”

And I don’t care who you are. Writer. Podcaster. Business coach. Web designer. Real estate agent. Handbag designer. In one way or another, you are a content creator interested in online marketing … and dreaming of turning your hard work into cash.

But there’s just one problem.

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7 Ways to Get Smart(er)

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In the marketplace of products, services, and content, life is like a crowded New York City street … your prospect is one of seven million people stiff-arming thousands of messages competing for her attention.

She has her own agenda … and that agenda doesn’t include you, your product, idea, or your latest dumb link-bait article.

To earn her attention you need to get drastic. And the best way to do that is with a seductive hook.

What are some of the best tips for finding those incredible hooks (and becoming a lot smarter in the process)?

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The Seductive Hook: How to Find it Every Time

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Did you know that people will rush to do business with you if you can help them achieve their dreams, calm their fears, confirm their suspicions, and help them cast stones at their enemies?

Sounds simple enough, right? Unfortunately, it’s not.

In the marketplace of products, services, and content, life is like a crowded New York City street where your prospect is one of seven million people who is already stiff arming thousands of similar messages that are competing for her attention. She has her own agenda … and that agenda doesn’t necessarily include you, your product, idea, or latest link-bait article.

So if you want her attention, then you need to get drastic. And what’s the best way to accomplish drastic? You need to catch her with a hook.

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An Open Letter to Anyone Who Writes Headlines for a Living

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Howdy writer,

Remember when I said that profitable advertising was a planned and purposeful neglect of everything except making the sale … and that you should treat copywriting like a salesman?

Well, there is something else you should know: the difference between copywriting and face-to-face salesmanship is that the salesperson can’t be ignored …

She demands attention. Your advertisement, however, can be ignored. This is why effective headlines are so important.

See, an effective headline is like calling out in a crowded room, “Hey Demian, can I talk to you?” Your headline gets the attention of the right people. So you write a headline that recognizes those people.

But there’s a problem.

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