What Bestselling Fiction Can Teach You About Writing Better Landing Pages

image of spy with gun

Imagine you’re having a discussion with a talkative, hyperactive teenager.

The conversation goes something like this …

We went to the mall, and like, there was this fire in the mall. And we went from there to the movies, but we didn’t have any money and anyway the popcorn machine was broken, and so we didn’t really want to go to the movies without popcorn. But right after that we went to have some pizza and there was this creepy guy outside the store. But listen to this — because that’s not the best part. The best part is that Sylvie dumped Josh, and like, they ran into each other in the street …

Annoying right? Then why do we so often write our web copy just like that teenager talks?

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The Simple Sales Strategy that Boosts Your Bottom Line

image of two starfish

Choice is a good thing.

Too much choice can be a bad thing.

It can confuse customers and cause them to abandon your sales process early.

So, what if you’re selling several (or many) products or services?

You know you want to make compelling offers, and that email is a great place to put those offers in front of your potential customers. But how do you give equal attention to each, or guide your prospects to the product that will best work for them?

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How a Single Bullet Can Get a
Customer to Buy

image of one bullet

I remember going to a workshop in 2003.

The price of the workshop was $8,000. Plus there was overseas travel involved. And yes, the usual accommodation and food expenses.

In all it was going to cost me almost $12,000 to get to this one workshop.

And I made the decision on the basis of a single bullet.

No, it wasn’t the kind of bullet you see in the image of this post. What kind of bullet am I talking about?

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What’s the Perfect Time to Make an Offer?

image of hourglass with money running through it

In advertising we used to have a saying:

“Everyone hates advertising until they have to sell their own car.”

Sometimes we all encounter readers who get mad at us for “selling too much.”

And sometimes you have to ignore those readers. They might just not be your customer. Or they may be those people who hate all advertising, as long as they’re not the ones who have something to sell.

But the problem might be something very different.

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Should Your Content Aim for Traffic or Conversion?

image of woman making a decision

Which articles attract reader attention, bringing you more traffic, more tweets and Stumbles, more eyeballs on the page?

Which articles convert, bringing you more subscribers and sales?

And how do you roll out a strategy that maximizes the twin impact of attraction and conversion?

Head to your local newsstand. The best attraction and conversion techniques are hidden between the pages of two very different magazines: Cosmopolitan and The New Yorker.

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Why Being Too Diligent About Your Facts
Can Hurt Your Content

image of scientist examining liquid

Once upon a time, the world was flat.

Now it’s round.

Who knows? Maybe some day we’ll find out it’s square.

It’s hard to come across a cold hard fact anymore.

Drink 8 glasses of water a day. Drink 16 glasses of water a day. Don’t drink any water; get all your water from fruits and vegetables.

The contradictory advice goes on forever. There’s almost nothing you can nail down with absolute certainty.

Even your own content.

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