Copywriting Articles and Advice

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

Why Too Much Emotional Appeal in Your Copy Can Harm Your Credibility

stones balancing on top of each other

Let’s be clear: You need emotional appeal in your writing.

Compelling stories keep readers on your website, and since you must discover their worldviews and understand their experiences so that you can serve them better, you’ll naturally learn about their emotional states.

But when you communicate with your audience, you need to strike the right emotional balance.

In fact, getting heavy-handed with emotional appeal in your writing can backfire and potentially harm your credibility.

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The ABCs of Landing Pages That Work [Infographic]

The ABCs of Landing Pages that Work graphic

Landing pages are bread and butter. Landing pages never stutter.

Landing pages are rhyme and reason. Landing pages stay in season.

See what I did there? Rhymes help make learning fun and easy.

And when you want to make a living as a blogger, learning how to create landing pages that convert is a smart way to help you build your career online.

So, what’s even more fun than a list of rhymes that help you learn the fundamentals of effective landing pages?

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What to Look for in a Professional Content Writer

poodle with glasses sitting at a desk

Every business needs content. Not the bland, me-too nonsense that so often clutters up our in-boxes and feeds, but genuinely useful, interesting content.

Content that lets a business stand out amid the clutter and noise. Content that moves prospects closer to a sale. Content that can become a powerful differentiator for your company.

And increasingly, businesses are having a tough time finding the writers who know how to create that kind of content over time.

According to some recent research by Content Marketing Institute, the demand for content writers has grown by 320 percent … just over the past year.

And while in the past, about 10 percent of companies struggled to find qualified professionals, that’s risen to 32 percent this year.

One of the reasons I think organizations struggle is, they don’t always know what qualities will make for a genuinely productive, profitable hire. And as you might guess, I have a few strong opinions about that.

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This Simple Writing Technique Will Help You Overcome the Inertia of Perfectionism

man and woman sitting on floor writing in lined notebooks

When you have to create fresh topics for your blog each week, sometimes you just feel stuck.

Or maybe you can’t nail down your unique selling proposition that sets your business apart from the competition.

Perhaps you’re still wrestling with ideas for your email autoresponder series.

All of these issues are completely normal for writers who continuously aim to serve their audiences.

Since finding a way into your readers’ hearts and minds is your goal, you can exhaust your brain trying to find that perfect connection. As a result, instead of producing the perfect piece of content, you accomplish very little or nothing at all.

Several years ago, I discovered a writing trick that helps me overcome these types of perfectionism problems.

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The Crucial Starting Point For Building a Digital Commerce Business

Image of Vintage Measuring Tape

In the latest episode of Rainmaker FM, Brian Clark and I talk about the big picture of digital commerce.

Many of us are now familiar with platforms like Udemy and Skillshare, but in 2007 Copyblogger launched its first product, one that was aimed directly at the myth that people wouldn’t pay for digital content.

A lot has happened in those seven years, and a lot of businesses have moved (and been born) online.

What does this mean for you?

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The 5-Step Process for Writing an About Page that Connects (and Converts)

wasp eating nectar from yellow flower

Although it seems like a natural place on your website to talk about yourself, a strong About page is really about empathy for your visitors.

When you write an effective About page, you dig into your readers’ minds and then communicate that you have what they need or want.

And you can’t afford to follow the herd. Just think about how many times you’ve clicked away from a website that included just a little too much “Me! Me! Me!”

You don’t want to be that person at the cocktail party who brags so incessantly that other party guests plan different routes to the restroom to avoid you. But you also don’t want to bore new visitors.

How do you strike the right balance?

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