The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy [Free Poster]

shavings from sharpened pencil on top of pencil

So, you’ve written a piece of sales copy. Congratulations — that’s no small feat.

But, before you celebrate, there’s just one issue: Now what?

After all, as I’m sure you’ve heard before: “There is no such thing as great writing. Only great rewriting.”

And why is “great rewriting” important? One reason: the bottom line.

  • Will it compel?
  • Will it convert?
  • Will it close?

You need to learn how to optimize first draft copy to support your bottom line.

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How Empathy Maps Help You Speak Directly to the Hearts of Your Audience

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As we enter the conclusion of our three-part series on content strategy, you should already know what your audience believes about the world and have a narrative mapped out that will allow you to confirm your audience’s worldviews.

Now it’s time to explain the final piece of the content strategy puzzle. This piece creates an emotional connection between you and your audience. It’s a component that makes your audience think: “Hey, they get me. They understand me. They know what I’m thinking and feeling.”

I’m talking, of course, about empathy — the ability to identify with and vicariously experience the thoughts, feelings, and attitudes of someone else.

But how do you incorporate that ability into your marketing? And why does this process help create a memorable brand?

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Master This Copywriting Formula to Dominate Any Social Media Platform

image of a man at a chalkboard with a long pointer

When you master copywriting fundamentals you acquire skills that you can take anywhere.

Take the Problem-Agitate-Solve formula for example.

The formula works like this:

  • Identify a problem
  • Agitate that problem
  • Trot out the solution

Its applications are endless.

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Are You Sacrificing Future Trust for Sales Today?

Image of a squirrel about to walk onto an open human hand; the squirrel is looking up at the human wondering if he or she can be trusted

The first lesson you learn in sales is how to qualify a lead.

After all, speaking with someone who’s not legitimately interested in your product or service is a waste of your time — and theirs.

But there’s something that’s even more important than making sure your prospect wants to buy what you’re pitching: ensuring that they’ll be happy with the purchase long after you’ve cashed their check.

Just because you can smooth talk your way into a sale doesn’t mean you should.

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How to Tell a Seductive Story

Has a singer ever been more seductive than Marvin Gaye?

Especially when crooning his classic, “Let’s Get It On”?

We often think about seduction in this sense: as being sexual, sometimes even manipulative. And sometimes it is.

But that is not the type of seduction featured on today’s episode of The Lede … though Marvin does sing words of wisdom to which we advise you pay heed:

Aaa-nnd,
Givin’ yourself to me,
Can never be wrong,
If the love is true …

As you’ll hear Demian and me discuss — with decidedly less seductive voices than Marvin’s (sorry) — if your love for your audience is true, if your intentions are pure, then tapping into their emotions through the art of seduction can, well, never be wrong.

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3 Steps to Scare Your Audience Into Action (And Still Sleep at Night)

scary image of Underwood typewriter with scary-looking figurine next to it

If threatened, we move into action.

At one time your ancient ancestor jumped because an animal was about to eat him. Today, that motivation can be just as strong for someone with arachnophobia seeing a spider.

Great copywriting compels action, so it’s no surprise fear is used in marketing.

But to do it well (and still be able to sleep at night), you need to know a few things about scaring your reader into action.

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