The #1 Conversion Killer in Your Copy (and How to Beat It)

easy ways to send the trolls away

What makes people almost buy?

What makes them get most of the way there and then drop out of your shopping cart at the last second?

What makes them stare at your landing page, wanting what you have to offer, and yet, ultimately, close the page and move on to something else?

It turns out there’s a hideous troll hiding under the bridge. Every time you get close to making a sale, the troll springs out and scares your prospect away. Get rid of the troll and your copy will start converting better than it ever has before.

The ugly, smelly, dirty, bad-mannered troll is prospect fear.

And it’s sitting there right now, stinking up your landing page and scaring good customers away.
Read More…

A Champion of Creative Play

hero's journey - an advocate for creative expression

Life was simple when we were seven, wasn’t it?

A puddle and some pebbles, crayons and paper, a piece of chalk and a sidewalk — that’s all we needed to keep us happy and amused for hours.

But somewhere along the way, most of us lose this sense of joy in simple creative pleasures.

Today, you’ll learn about Melissa Dinwiddie’s quest to bring creativity back into your daily life.

Melissa’s story is this month’s Hero’s Journey feature. We’re tapping the collective wisdom of our community members to bring you reports from the front lines of the content marketing world. Read all of the Hero’s Journey posts here.

Here’s Melissa to share her journey in her own words.
Read More…

3 Resources to Help Your Content-Driven Website Flourish

how digital marketing grows your business

Although it’s only January, I refer to this time of the year as “pre-pre-spring” (in the Northern Hemisphere). Call me optimistic.

The gingerbread, cinnamon, and pine aromas of the holidays have certainly faded, but the sweet smell of flowers blooming and warm breezes haven’t quite arrived yet.

Still, it feels like the seasons are shifting and we’re moving toward a new beginning.

And we don’t have to impatiently wait for this change to occur — a powerful, content-driven website works for your business any time of the year. You can start building or expanding yours today.

This week’s Copyblogger Collection is a series of three handpicked articles that will show you:

  • How to discover your strengths and supercharge your business
  • How to become an unstoppable digital content creator
  • How to gain an unfair business advantage

As you work your way through the material below, the following lessons will help you set business goals for your content.
Read More…

What’s the Difference Between Content Marketing and Copywriting?

are you writing copy or creating content?

From a traditional marketing standpoint, the answer to the question in the headline above is simple.

Content marketing means creating and sharing valuable free content to attract and convert prospects into customers — and customers into repeat buyers.

Copywriting gets a reader to take a specific action. Sometimes that’s making a purchase, but it can also be subscribing to your email list, signing up for your content library, or calling you for more information.

Content marketing is blogs, podcasts, and email autoresponders.

Copywriting is sales pages, ads, and direct mail.

Two different critters, right?

Well, not if you’re doing it right.
Read More…

6 Marks of Effective Content: ‘The Lego Movie’ Edition

how to snap together effective content marketing

Shortly after the release of The Lego Movie (2014), more than one professional marketer went on record to say that it was the best piece of content marketing they’d seen in a long time.

Well, I finally saw the movie, and I don’t buy that claim. Why?

To be honest, I have a hunch it won’t pass a simple test — a test I’m calling “The Six Marks of Effective Content.”

And what exactly are those six marks? They are:

  1. A headline that instantly commands attention
  2. An opening that hooks your audience
  3. An element of education, inspiration, or entertainment
  4. A persuasive story
  5. A single, focused moral
  6. A well-crafted call to action

Seems easy enough to pass, but before we dive in, do me a favor if you have seen the movie: Think through how you would grade the movie based on these six marks. And then let’s see how we compare at the end. Cool?
Read More…

Free Webinar: Unleash These 13 ‘Hidden’ Features of the Rainmaker Platform

discover the power under the hood

The Rainmaker Platform has so many useful features, it’s easy to overlook a few here and there.

But one of those overlooked features may be exactly the feature you need to attract your next audience member or convert your next customer.

In this webinar, the sixth in our six-part Rainmaker Platform webinar series, Chris Garrett and I will walk you through 13 “hidden” features of the Rainmaker Platform that can make a big difference in your sales and marketing … once you know they’re there. 😉

And, how to use them.

Among the features you’ll learn about:

  • Rainmaker’s front-end post and page editor
  • The built-in editorial calendar
  • Simple A/B testing
  • Redirect links … which can be created in two easy ways
  • The avatar shortcode (Rafal Tomal’s favorite!)

Plus many more.

Not only will we explain how to use these features, we’ll explain why they were included in the first place and what situations call for their use.
Read More…