14 Lessons Learned from One of the World’s Highest-Paid Copywriters (Lessons 6-10)

image of U.S. cash

This is part two of a three-part series on how to profitably translate advice from old-school marketing guru Dan Kennedy to a new online environment.

Last week we looked at the first 5 steps in Dan Kennedy’s Ultimate Marketing Plan, and how you can translate those old-school ideas into an online marketing strategy.

This week we’ve got five more for you.

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The Sex and the City Guide to Blogging

Sex and the City

I’ve always been of the opinion that if Carrie Bradshaw had popped onto our television screens in 2010 instead of 1998, she would have been a blogger. But alas, she didn’t, so she wrote a (gasp!) print column for the fictional New York Star newspaper.

Yes, before there were blogs, there were newspaper columns – where readers couldn’t talk back or share good content. ‘Carrie the blogger’ would have been huge.

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Five “Old School” Tactics That Can
Ruin Your Sales Page

image of old school bus

Do you despise long sales letters, yellow highlighters and blood-red, hype-laden headlines?

These tried and true copywriting tactics are proven winners at converting “cold” traffic into paying customers – and $10,000-a-page copywriters use them without hesitation because they appeal to the baser instincts of the easily swayed. They may be embarrassing to look at, but historically, they’ve just plain worked.

But if you’re a Third Tribe type of marketer, you’re in a quandary because you know these push-comes-to-shove sales page tactics just won’t work in your case.

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10 Pathways to Inspired Writing

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As writers, inspiration is one of the most important of the criteria for success. Without it, well, our writing ends up pretty lame.

A huge percentage of blogs see their demise before the six month milestone. Why?

Because people don’t know what to write about – writing becomes a chore and when that happens, you might as well seal it in. Here are 10 ways to become a more motivated, effective, and inspired online writer.

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Introducing Scribe: SEO Copywriting Made Simple

You may have noticed I’ve been writing a lot about SEO copywriting lately. More than that, I’ve been working on a content optimization software solution for the last 6 months with a team of very smart people.

It’s called Scribe, and it makes SEO copywriting simple. Creating search optimized web pages, blog posts, and press releases used to be time consuming at best and mystifying at worst.

Not anymore.

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Is Your Business Getting Enough Love?

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Like everyone else on the social web, I just read Seth Godin’s new book Linchpin. It’s a big book, not so much in number of pages, but in number of ideas.

One core theme is the idea of emotional labor — bringing more human feeling and connection to your work, some essential part of yourself that can’t be automated or outsourced.

It strikes me that this gets to one of the key distinctions between different models for doing business online.

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14 Lessons Learned from One of the World’s Highest-Paid Copywriters (Lessons 1-5)

image of U.S. cash

This is part one of a three-part series on how to profitably translate advice from old-school marketing guru Dan Kennedy to a new online environment.

Dan Kennedy is the Sovereign of Sales Letters. (Or maybe that’s the Duke of Direct Response.) He knows exactly how to deliver a marketing message with maximum clarity and zero confusion. As he’ll readily tell you, he’s one of the world’s highest-paid copywriters. His classic book The Ultimate Marketing Plan promises low-cost ideas and high-profit results.

This book delivers on both counts, and it’s well worth the read. But it was written in 1991, and at first seems like it’s more relevant to a restaurant or dry cleaner than it is to an online marketer.

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Is Reading Blog Posts Worth Your Time?

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If you’re a regular Copyblogger reader, you get good advice about five times a week. Excellent advice, really. Stellar.

Especially on days when I’m posting. (Preens.)

Wait, what was I saying again?

Oh, right. You get really good advice, for free, five times a week. Very frequently, this advice would cost you upwards of $150 an hour for a consultant to tell you the same thing.

So when was the last time you actually put any of that advice into action?

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Does Writing for People Work for SEO?

image of Simple SEO Copywriting

Hang around web writing circles for any length of time, and the inevitable “write for search engines or write for people” debate comes up. It’s a bit strange, really.

Last time I checked, it’s people who use search engines, not some other life form. So you’re always writing for people.

Obviously, the debate stems from the fact that search engines are powered by computer algorithms. But as search engines have gotten smarter, writing that pleases people and satisfies spiders is not that far apart, if at all.

Let’s look at four factors that work well for SEO and see how well they cater to the needs of people.

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The Art of Shameless Self-Promotion

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I’ve found it just doesn’t pay to crow too much about what I’ve accomplished.

Sure, I celebrate when things go well. But I’ve found that talking too much about my achievements leads not only to criticism, but to disappointment.

There’s always going to be someone who’s done more or worked harder. And until they carve my name into the side of the moon, I see no reason in puffing myself up. The minute you get a big head is the same minute that reality smacks you and you realize that you aren’t as cool as you think you are.

So self-adulation is something I try to stay away from. But self promotion? That’s a whole different story.

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