The Savvy Copywriter’s Advantage:
Creative Storytelling

What's Your Story?

Some people write to sell, and other people write to tell stories in novels and film. Pretty cut and dry, right?

A copywriter is the selling type… she uses her talents to promote a person, place, thing, or idea. That copywriter chooses words to make the subject look and sound great so that a desired action happens. It’s all about marketing, sales, and conversions.

But great copywriters are also storytellers.

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George Carlin on Writing

George Carlin

Whether you enjoyed his material or not, George Carlin was a gifted writer and performer with a particular talent for language. Not only in his wonderfully rhythmic word choice, but also in his ruthless linguistic dissection of the symbols we take so seriously without a second thought.

Eleven days ago, Psychology Today Senior Editor Jay Dixit interviewed Carlin by phone. Dixit went into great depth with Carlin, and the comedian himself called it “the most complete interview I’ve ever done.” It was also his final in-depth interview, as George Carlin passed away from heart failure June 22, 2008.

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The Most Powerful Persuasive
Element of Blogging

Blog Triggers

As a content marketing strategy, what’s the most powerful aspect of blogging? Which psychological trigger is most likely to inspire the click, whirr purchase decision you’re hoping for?

Is it reciprocity, social proof, or authority? What about scarcity or commitment and consistency?

Well, it’s all of those combined. But the most powerful additional thing about blogging is an aspect of human nature that doesn’t require a psychology degree to understand.

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Are Sales Slipping Through Your Fingers? Close the Deal with Logical Benefits


In earlier posts, I talked about how to use emotional benefits to drive reader interest, and gave you some sample headlines you could use as a jumping-off point.

Emotional benefits trigger the “me-want” response. They create desire for our offer. But creating desire isn’t usually enough. Unless you’re selling a purely emotional product like fashion or music, you also have to give your reader enough logical ammunition to justify the purchase to himself.

This is where logical benefits come in. These are all the rational, intelligent reasons we have for buying the stuff we want. You hook prospects with the heart, but you close the deal with the head.

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3 Simple Steps for Driving Your
Audience to Action


As mentioned recently here on Copyblogger, Narcissus is alive and well, even as his marketing campaigns die of thirst. It’s too common a problem.

One of my all-time favorite quotes came from Dennis Miller: “You see… I run everything through this narcissistic little prism and ask ‘how does this affect ME?’” While this approach is self-satisfying, it tends to leave your audience less than fulfilled.

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The Tiger Woods Guide to
Succeeding Online

Tiger Woods

After hearing he had a torn ligament and a double stress fracture of his left tibia two weeks before the U.S. Open, Tiger Woods looked at the doctor and said, “I’m playing in the U.S. Open, and I’m going to win.”

Win he did, which is amazing in its own right. Even more remarkable is the level of dedication and focus Tiger had to play 91 holes over five days on a severely injured knee that was getting worse.

But the thing that truly demonstrates the man’s character is he never mentioned the torn ACL or the stress fractures. Some talking-head pundits were speculating as recently as yesterday that the knee wasn’t all that bad.

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Three Questions Your Copy
Must Answer to Succeed

Three Copy Questions

We’re all the best. I don’t know one single person who tells a prospect, “I suck at this. Don’t work with me or buy from me, because I can’t do a good job or deliver a quality product.”

No, of course you wouldn’t say that. You’re great. You exceed expectations.

Is it enough?

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The Rock and Roll Approach to Your Winning Difference


Back in 1976, the music industry was in a full-tilt disco craze.

All the smart money was chasing new disco acts based on the success of tunes like The Hustle and Jive Talkin’ by the Bee Gees in 1975. Rock was dead they all said, and this is even before Saturday Night Fever brought disco to middle America.

But then just another band out of Boston turned that wisdom on its head.

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The Gary Vaynerchuk Guide to
Enthusiastic Copy

Gary Vaynerchuk

Raise your hand if you know who Gary Vaynerchuk is.

For those of you with non-elevated arms, Gary Vaynerchuk is the host of Wine Library TV, a daily online video show on wine that serves as a promotional tool for the local and ecommerce wine business he’s involved in. Gary’s web fame has landed him in The Wall Street Journal and Time, and he’s appeared on Late Night with Conan O’Brien and Ellen.

So what’s the big deal?

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The Ira Glass Guide to Link Bait

How do you take basic, boring facts and turn them into compelling content that attracts and holds attention? Content so compelling that it also sparks a social media conversation?

Ira Glass is the host of NPR’s This American Life, and in this video he lays out how to produce compelling video, audio, and text content. Notice his use of the word “bait” for those who think link bait is only about controversy and nastiness.