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?

Read More…

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.

Read More…

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?

Read More…

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.

13 Emotion-Based Headlines That Work


Last week’s post talked about why emotional benefits are critical to persuasive copy. But it’s one thing to talk about general concepts like “connection” or “fear,” and another to actually get these ideas into your writing.

In honor of Friday the 13th, I thought I’d give you 13 actual examples of emotional benefits you can use to persuade your readers. These emotional triggers have been used effectively in countless promotions, because they speak to underlying desires and fears that nearly all of us have.

Read More…

Warning: Narcissistic Marketing Can Be Dangerous to Your Business Health


Are you a victim of narcissistic marketing?

That’s when a marketing and copywriting strategy is based on how the marketer prefers to be marketed to, rather than exploring what works with the target audience. This happens all the time with entrepreneurs and small-business owners who create their own promotions, but it’s even worse when professional marketers offer narcissistic marketing advice.

Read More…

Testimonials and Teenagers Whizzing in the Bushes: The Power of Social Proof


Testimonials add power to your copy. How? Let me answer that question by telling you a little story about a rabble of bladder-challenged teenagers whizzing in the bushes along an Interstate near my home.

Trust me. There’s a connection.

You see, some time ago, my wife and I were on our way to a party when traffic slowed to a standstill along a stretch of highway. Nine out of ten cars were filled with teenagers, so I quickly concluded that there was a concert at the nearby arena and that the ill-designed off ramp was clogged.

Fortunately, the wait paid off with unexpected entertainment.

Read More…

Can You Write an (Almost)
Unbelievable Headline?

That's Unbelievable!

Want to become an unbelievable headline writer?

Well, taken literally, that’s not a good thing.

If your headline is completely unbelievable, it’s not credible by definition. In which case, your response rate goes down, not up, no matter how fantastic a promise your headline makes.

See, making outlandish claims with your headline in order to attract attention is a sucker’s game. Even if you manage to score the click, you’re history when the reader discovers you can’t deliver on your promise, or you’ve pulled some lame bait and switch.

What you want to do is write a headline that’s almost unbelievable.

Read More…

How to Increase Your Blog Subscription Rate by 254%

There’s an action that almost every blogger wants his or her users to take. Most of these bloggers use a single word to convince readers to take this action. They use this word because other bloggers use it.

Do you know what that word is?


Read More…

Two Great Books for Internet Entrepreneurs

I read a lot of books, but I rarely do book reviews. I get a lot more enjoyment out of reading books across a broad spectrum of topics and mashing them up in my head to develop new ideas than I do talking about individual titles.

But that’s not very nice of me, now is it?

Read More…