Copywriting Articles and Advice

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

A Brief Introduction to the Art of Catching Hell

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There are about 100 ways to become a better writer. For example, you could:

  • Read 100 books
  • Listen to Ira Glass’s This American Life
  • Cultivate a sick sense of humor
  • Think like a psychologist
  • Rack up rejections
  • Write like mad

But did you know catching hell can help you sharpen your copy chops, too? Yep. Starting a little controversy can do that.

Rocking the boat forces you to defend your ideas, examine what you can stomach, stretch your world, and test the waters.

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6 Storytelling Lessons from a Famous Urban Legend

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“Don’t panic, but one of your kidneys has been harvested.”

That’s the punch line for one of the most successful urban legends of the last 15 years.

What makes it so successful? It’s hypnotic: understandable, memorable, and effective in changing thought and behavior.

How do you create stories that are like that? Just follow these six principles.

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3 Resources that Will Help You Craft Smarter Landing Pages

Copyblogger Collection: show your prospects you have what they need

Chances are, it hasn’t been too long since you’ve had a miscommunication with someone — possibly a spouse, child, parent, or coworker.

You thought that person understood what you said, but he interpreted your message in a different way than you intended.

Miscommunications on landing pages occur when you think you’ve explicitly stated why a prospect should take action and that prospect isn’t convinced your call to action is the right step for him to take.

To avoid disappointing conversion rates on your landing pages, this week’s Copyblogger Collection is a series of three handpicked articles that show you:

  • How to create a deep connection with your prospects and customers
  • How 26 fun rhymes will help you focus on your landing page goal
  • How savvy marketers write landing page copy

As you work your way through the material below, think of these lessons as a mini landing page course.

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Listener Challenge: Could You Read 100 Books in a Year?

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There are a lot of books out there. What’s the benefit of reading as many of them as you can lay your eyes on?

One of the fastest tracks to mastering the art of compelling copy and seductive storytelling is to observe how others do it … both the masters and the flops.

In fact, you could probably learn more from bad writers than you could from great writers. That is, you could learn what to do and what not to do.

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3 Simple Copywriting Techniques to Get Your Customer ‘Beyond’ the Buy Button

move your prospects beyond the sale

When you write sales copy, it’s easy to get consumed by one thought: make the sale.

But this focus could actually be your copywriting downfall.

While you want to make a sale, your customer wants a transformation.

If you don’t share that vision of transformation when you write, your message could fall flat right when you need it most: at the buy button.

Here’s how to guide your customer through — and beyond — the sale with confidence.

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How to Get Massive Attention with a ‘High-Concept Pitch’

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There’s an old-school trick to selling ideas to movie executives. It’s called the high-concept pitch.

A high-concept pitch lays out the entire story — premise, promise, and execution — in one simple sentence. Here are a few famous examples from Hollywood:

  • Backdraft: Top Gun in a firehouse
  • Ghost: a man dies and becomes his wife’s guardian angel
  • Liar Liar: a lawyer is forced to tell the truth for 24 hours
  • Hook: what if Peter Pan grew up?

There’s a number of things high-pitch concepts achieve, but they mainly bring together two completely different ideas and then demonstrate in the short pitch why your idea is different from others.

The applications for writers are endless. And the attention they can garner can be massive.

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