Copywriting Articles and Advice

The latest copywriting articles and advice from Copyblogger. For an introduction to copywriting, check out Copywriting 101.

How to Beat the ‘Blank Stare’ and Get Customers Fired Up with Your Sales Copy


Have you ever felt as though you’re giving it your all when writing about your products or services, but readers (ones you know would make perfect customers) just don’t seem to “get it?”

You could be falling foul of the “blank stare” — here’s how to avoid it.

This week on Hit Publish, we’re tackling a very frustrating problem when it comes to writing content, particularly content where you want to engage your readers.

It’s called the “blank stare.”

Now, host Amy Harrison knows that might sound strange because you’re probably not sitting face to face with your readers when they get this content, but you can certainly feel the blank stare when you Hit Publish.

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Demian Farnworth on Unbounce


This week on Rainmaker.FM Elsewhere, Demian Farnworth chats with Dan Levy over at Unbounce about content marketing, web writing, and creating great content.

Listen in.

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Converting Content: How Long Is Long Enough? How to Know if You’re Turning Perfect Customers Away


If you’ve ever written content and wondered “how long should it be and what should I include?” this episode of Hit Publish is for you.

This week, host Amy Harrison talks about how long your content should be.

How much information do you need to give your readers to encourage them to sign up, buy, get in touch, or take action? How much content is too much and is there such a thing?

Should you use jargon or assume that your reader knows what you’re talking about?

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How to Use ‘Butterfly Moments’ in Your Content to Captivate Customers


How do you write about what you do so that it: a) sells the value of what you do, b) doesn’t sound over the top, and c) doesn’t sound like everyone else?

Introducing the four-step copywriting technique known as: “Butterfly Moments” …

Writing powerful, evocative, and compelling copy doesn’t have to be an elusive skill known only to a select few.

In just a few simple steps, you can create content that describes what you do in a way that makes your customer say “tell me more!”

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Content Marketing: A Truly Winning Difference

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In the 1920s, Schlitz beer went from fifth in the market to a tie for first. All because a sharp copywriter named Claude Hopkins highlighted their water purification process in an advertisement.

Never mind that all beer companies used the same process. No one had told that story before.

Advertisers became more astute after that point, which led to the development of the unique selling proposition by a guy named Rosser Reeves. This was the beneficial feature of a product or service that the competition would not — or could not — offer.

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How to Use Envy (Ethically) in Your Sales Copy


Using envy is a powerful copywriting technique to help your customer find the motivation to accept your offer. But some marketers have overused and abused this approach (pictures of ridiculous speedboats, anyone?)

Don’t be put off, not only can you use envy to make your copy more persuasive, you owe it to your customer to do so.

This week’s Dear Amy letter on Hit Publish comes from a conflicted business owner who wants to know whether it is ethical to use envy to encourage a customer to make a purchase, and if so, how it should be done.

Envy is a powerful emotion. When we see something we want (that we don’t yet have) envy highlights this discomfort, this gap between what we want and where we are right now.

However, if you simply dangle the prize in front of your customer and show them what they could achieve with your product or service, that’s not enough to make them take action. To use envy effectively in your content, you need to take a few more steps to turn that discomfort into positive motivation.

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