3 Invisible Elements Your Sales Page Needs to Convert (One is Truly Unique)

black and white image of an invisible man with no face, only a hat and suit

Most people think music is about the notes.

But think about the silence between the notes for a second. Doesn’t the absence of sound complete the composition?

Without the silence, you only hear dozens of notes jostling madly into each other, causing a cacophony.

Copywriting is a bit like writing a concerto.

You may believe that copywriting is only about words. If so, you are forgetting about critical, invisible elements that affect whether or not you make a sale.

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Which Email Marketing Strategy Should You Choose: Full Meal or Just the Aroma?

image of a pig bowl with pork jelly inside

Let’s say you’re at Alfredo’s.

Alfredo’s is your favorite Italian restaurant and you’ve been yearning all week for this lasagna.

You sit down, chomp a mouthful, then another mouthful. The flavors explode in your mouth. Then Alfredo steps in and takes the plate away before you get the third bite in.

It’s enough to make you choke, right?

You were into the meal, but Alfredo says you have to get up from your table and continue your meal in the next room.

Email newsletters can make you boiling mad like that too, you know …

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How to Create Dramatic Content

Image of Walter and Jesse from Breaking Bad

Do you get a headache from putting together your to-do list?

I sure do, because no matter how much I whittle down my list, there’s always a ton of projects that need to be finished. And that’s when the headache comes on. And stays on until I complete one simple act …

I choose to start on one project.

And when I start that one project, the wall of things to do hasn’t gone away, but there’s a release of tension. And this is similar to the “tension and release” in article writing.

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How To Keep a Blog Post Outline From Going Off the Rails

Image of Steam Train

Good doggie, nice doggie.

Yes, dogs will often do exactly what you say.

A cat, on the other hand, has a mind (and will) of its own.

In the realm of content creation, the outlines you write for your articles often behave like cats. You try to rein them in, but they just meow, snarl, and end up going their own way. And, if you don’t take control, your outline will drive you crazy.

But you can make your article outline sit up and go “woof” on command — once you understand how to do it.

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The 3 Core Elements of Good Storytelling (And Why Your Business Needs Them)

Image of Cinderella and Her Slipper

Think of a story, any story.

How about Cinderella, for instance.

If you remember it, what does that story bring up right away in your mind? If we examine the Cinderella story closely we see three basic elements …

  1. The sequence
  2. The suspense
  3. The roller coaster

I argue that these same elements exist in every great story, and that it’s crucial that you write and use stories in your content marketing efforts as a way to differentiate yourself from the mass of mediocre media publishers out there.

So how do you do it, particularly if you’re not a visionary like Walt Disney?

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The Power of the Double-Whammy Headline: How to Increase the Chances of Your Content Being Read

Image of Batman and Robin at a Computer

Laurel and Hardy. Batman and Robin. Superman.

Which of these doesn’t quite fit?

Yup, it’s the guy who can’t handle Kryptonite. If Superman is in trouble, there’s almost no one to rescue him. But Hardy or Batman can get into all kinds of crazy trouble, and they’ll always have a nice partner there, ready to back them up.

The same applies to what I call the “Double-Whammy Headline.” It’s just like the usual compelling headline that draws in your reader … but it’s got backup.

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