Copywriting Articles and Advice

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

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.
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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.
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3 Resources to Help You Choose the Right Words for Your Content

copyblogger collection - handpick the best words for your content

Taste the tomato.

The first week of the year can stir up a lot of energy, excitement — and anxiety.

The other day, while hurriedly shoving forkfuls of a salad into my mouth (I needed to get back to work), my taste buds suddenly lit up due to a bite-size piece of tomato. It was fresh and delicious.

I decided to slow down and enjoy my food. Eating was the only task I needed to focus on at that moment.

When you approach your content marketing duties, your only job is to focus on executing your current task as best as you can.

Sometimes that task is choosing the right words.

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

  • How to craft and deliver captivating presentations
  • How to make more sales during your webinars
  • How to optimize every element of your online copy

As you work your way through the material below, use the following lessons as a mini content enhancement course.
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Are You Creating Meaningful Content?

how to deliver beneficial results

Everyone’s creating all this online content, but does it matter?

More importantly, are you accomplishing your goals with the content you deliver, or are you simply spinning your wheels?

Well, if you’re doing it right, your content is highly effective and tightly tied to your ultimate business objectives. Otherwise, you’re just filling up space on an ignored web page.

Content marketing is the most effective and lucrative form of online marketing, because it not only works, it also builds a media asset at the same time. So it makes sense to understand exactly what makes content effective, right?

The key is meaning.
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10 Ways to Build Authority as an Online Writer

surprising ways to build authority with your content

Picture the set of a late-night talk show, circa 1983.

Allen Ginsberg is fat, bearded, and sitting in the interview chair. Long hair grows in unruly patches from the side of his otherwise bald head. His eyebrows sprout from his forehead like wild hawthorn in bloom.

He’s wearing a tie-dye t-shirt with a hole in it. His fingers are stained from nicotine resin.

Ginsberg, a former marketing researcher, wanted to talk about the generation gap, and what he said about the challenges youth had to face actually made a lot of sense.

But although he certainly looked the part of “legendary poet,” this audience didn’t take him seriously. He simply didn’t appear to be a credible expert who they could know, like, and trust.

What was missing?
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Indispensable Writing Lessons from 3 Historic Creative Thinkers

Copyblogger Collection - master writers share their secrets

Do you ever catch yourself romanticizing earlier time periods?

Thoughts like, “It was so much easier to establish authority with ebooks when they weren’t as common” or “I wish people still had longer attention spans.”

Before you get too bummed out, remember that digital content creators are currently well-positioned and previous generations had their challenges as well.

Even way back when long-form, romantic love letters were all the rage, a hastily scribbled note was the equivalent of today’s cursory, ambiguous text message.

But let’s see what we can learn from our creative forefathers — the ones who have made a powerful impact on contemporary writing and content marketing.

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

  • How to kill writer’s block and become a master copywriter
  • How to demand attention
  • How to energize your content with made-up words

As you work your way through the material below, think of the following lessons as a mini content writing course.
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