How to Hit a Copywriting Home Run With Perceptual Contrast

Homerun

Have you ever watched a baseball player on deck to bat next? You’ll notice that batters often place a weighted ring around the bat while doing warm-up swings.

Why? When the player steps up to the plate, the bat feels relatively lighter. This helps the batter swing faster when a hot fastball comes blazing down the middle.

It doesn’t matter that the bat isn’t really lighter. From a psychological standpoint (which is where world-class athletes leave average players behind), the batter feels like he has a stronger, faster swing. That mental edge makes a difference.

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When to be Redundant, Repetitive, and
Say the Same Thing Twice

Repetition

Remember your fifth grade “What I did on my summer vacation” paper, where you used the words “pool,” “baseball” and “bike” 100 times apiece? And your English teacher dutifully marked your paper up with her red pen. Redundant. Don’t repeat yourself. Choose a new word.

Bloggers sometimes get so fearful about repeating ourselves that our message can get completely lost. The truth is, after fifth grade is over, there are times when you want to repeat yourself to make sure your point comes across. Here’s how you can tell if your content could benefit from a little strategic repetition.

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Everybody Loves Marla

Lateral Action Marla

The final character to get to know in the Lateral Action universe is Marla. Compared with Lou and Jack, she’s like Yoda.

Next week we’ll start publishing a lot of foundational text content that will help you make sense of where we’re coming from. The characters are the stars of an ongoing story that will develop alongside the tips, tricks, instruction and opinion that drive Lateral Action.

But let’s get back to Marla:

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What Jergens Hand Soap Can Teach You About Crafting Compelling Copy

Jergens Hand Soap

Want to be a better writer? Read. That’s a given. The more you read and comprehend what others have written, the more you can discern the good from the bad or various techniques that packed a punch.

But what should you read?

Should you read textbooks and manuals for some how-to tips? Should you read fiction and creative works to pick up better storytelling tricks? Should you read more poetry to learn timbre and pentameter?

I read product packaging… and you should too.

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Here’s How Affiliate Marketing Works

Affiliate Marketing

A while back you might have read Brian’s Effective Copywriting Tactics for Affiliate Marketing, which offered some great advice. But something tells me you might have wondered how to apply that advice to real-life affiliate marketing.

I’m going to show you exactly how I implemented those 5 tips with the Thesis theme affiliate program. And this isn’t theory–I used these five steps to earn a four-figure commission check in just ten days.

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Jack’s Smirking Revenge

Lateral Action Jack

Jack’s email inbox is a mess, and so is his desk.

Jack’s action items are in disarray.

Jack has no five-year vision.

And yet… Jack just got promoted.

But will he bother to keep the corporate gig?

Check out this second video from Lateral Action to find out more about Jack, and what fuels his smirking revenge.

If you missed the first Lateral Action video, watch Lou Needs a Clue first.

How To Avoid Overdoing the
Curiosity-Factor In Your Headline

Curious Cat

If you’re going to write a headline, you want the headline to attract. And one of the many elements of attraction is ‘curiosity.’

The more curious your headline, the more you have a chance of the reader stopping long enough to get interested. But hey, in the desire to write a really curious headline, we inevitably risk overdoing the headline.

So let’s analyze a headline for an example:

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How to Write an Article in 20 Minutes

image of timer

I don’t really want to spend more than 20 minutes a day on writing articles. And I spent no more than 20 minutes to write this article.

I realize this is writing blasphemy. Internet marketing is powered by content, and content is king. But when I have a daily schedule to post on and a business to run, I don’t have time to spend hours polishing every single blog post or writing 2,000-word articles.

Writing quickly doesn’t mean compromising on writing well, though. I’ve got seven tips to get you in and out of that composition box in twenty minutes – without sacrificing quality.

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Master the 4 Cs of Quality Content to
Create Sparkling Results

Diamond

Most of us know that diamonds are just well-organized carbon. There are 4 Cs that differentiate a fabulously expensive, brilliant diamond from an industrial-grade one:

  • clarity
  • cut
  • color
  • carats

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Lateral Action: Lou Needs a Clue

Lateral Action Lou

As mentioned yesterday, Mark McGuinness, Tony Clark and I are launching a new blog today called Lateral Action. It’s all about the intersection of creativity and productivity, and we’ve decided to introduce the blog using animated characters in three short videos.

Here’s an intro to the first video:

Lou has an MBA, and Lou gets things done.

But Lou’s five-year vision is not going to work out like he thinks.

In fact, the only thing that’s truly done may be his career.

Why?

Check out this first animated video from Lateral Action. You’ll meet Lou, and find out why he needs to get a clue as soon as possible.