Johnny’s Copyblogger Wrap-Up:
Week of March 22, 2010

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I know what you’re thinking. Here you thought it was Saturday, and yet there’s a new post on Copyblogger.

So either you’re drunk, or it’s actually a weekday and you stayed home by mistake and now you’re going to get fired and lose the family farm.

Or maybe this is a new feature. Maybe each Saturday, I’m going to run down the week’s posts for you in my own inimitable style so you can see what you may have missed in concise little blurbs.

Think of it as the Readers’ Digest or Cliff’s Notes version of copywriting and content marketing . . . on crack.

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The Difference Between Salad and Garbage

image of carrots

There are worse things in life than death. Have you ever spent an evening with an insurance salesman? ~Woody Allen

You’ve got to feel for insurance salesmen.

They actually rank below used-car salesmen and bloggers on the list of people no one wants to hang out with. With only a slight edge over politicians . . . maybe.

Pushy pitches, cheesy glad-handing, clumsy attempts to build rapport. And all those lame rehearsed messages to move the sale forward. The worst, right?

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The Bobby McFerrin Plan for
Creating a Remarkable Business

image of Bobby McFerrin

I just returned from a Bobby McFerrin concert, and now I know how to run my new business. No, this post isn’t about “Don’t Worry, Be Happy.” Bobby McFerrin is much more than that.

You see, I’m a little nervous. For 23 years, I’ve made my income the same way — in a service business, as a graphic designer. A client comes to me for design work. I create something for them, and bill for my time. Rinse, repeat, rinse, repeat for 23 years, and you have a career as a successful designer.

But that’s all about to change.

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The Sales Boosting Logic of the P.S.

image of the written word P.S.

The P.S is one of those clichés of copywriting. It seems like every sales page has one.

Maybe you think it’s outdated. Maybe you think it’s unnecessary.

Until you learn the logic of why it works.

So before we get into that, do me a favor. Say the following words quickly, and then look away from the screen for a moment when you’re done reading the list.

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Why The New FTC Guidelines
May Become Your Best Friend

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If you’ve read the Federal Trade Commission’s new 81-page Guides Concerning the Use of Endorsements and Testimonials in Advertising, you might think the FTC is a really nice bunch of guys trying to do the right thing by consumers — which, for the most part, is true.

And yet, I just don’t think they give most consumers enough credit.

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The Ancient Persuasion Tactic Behind
“But Wait, There’s More!”

image of a sign saying confidence

You’re watching late night TV when you encounter the inevitable infomercial. The pitchman is asking you how much you’d be willing to pay for the super-new-thingamabob, and then it comes…

But wait, there’s more!

Then you discover you’re getting not one, not two, but three super-new-thingamabobs for only $19.95, plus a mechanized back scratcher and a wearable blanket that also makes great fries.

This technique keeps getting used because it keeps working.

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The Betty Crocker Secret to Email Marketing
That People Want

Email Marketing 101

You’ve heard it a thousand times: the money’s in the list. If you’re serious about getting results online, you need to build a list of people who are paying attention to you, typically an email list.

So how do you get people to sign up for your email newsletter?

You probably already know the answer to this one: Reward them. Give subscribers something great as a “thank you” for signing up. This is usually some form of content — a useful video, a killer PDF special report or white paper, an exclusive podcast.

Sure, everyone else does that. Because it works.

It works . . . if you do it the right way.

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Landing Page Makeover Clinic #23:

Landing Page Makeover

This is another addition to our ongoing series of tutorials and case studies on landing pages that work.

Nicole Johnson wants to get babies and their moms some much-needed rest. She’s packed napping plans, schedules, and strategies into her $37 ebook/consultation package. She’s tried different pricing, Google Adwords, different offers, freemiums, and more to pop conversion, but her results still ping between a snoozy 0.5 to 3%.

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Why You Should Always Write Your Headline Last

image of newspaper headline

When you write a post for your blog, your headline is the last thing you should be thinking about.

OK, I realize this is Copyblogger heresy.

There’s a lot of emphasis on writing a good headline. Hell, I’ve written posts about how to write an eye-grabbing title myself. Brian wrote an entire series on headlines (including a post on why you should always write your headline first), and he’s been known to come up with some pretty catchy ones.

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The Secret Ingredient to an Irresistible Blog

image of hamburger

Things were going pretty well until I bit into my hamburger.


Something was really wrong.

“Are you okay?” asked my date.

My eyes started watering. I was so confused, but I nodded.

I bit down harder and suddenly the hamburger flew out of my hands. I’ve never been so bewildered in my life. Only when I held my hand up did the sorry truth stare us in the face.

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