Give More Than Words for
Extreme Reader Response

Extreme

American rock band Extreme released the ballad More than Words in 1990. The romantic lyrics blended with melodic acoustic guitar soon became a huge hit, as the song raced up the charts all the way to number one.

More than words to show you feel that your love for me is real.
What would you say if I took those words away?
Then you couldn’t make things new just by saying I love you.

The theme is a simple one—show love with more than words. It’s a wonderful thought, making even the hardest hearts melt around the edges.

Look around you, though. What do you see? Words and text everywhere.

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How to Rock Your Readers Like a Hurricane

Hurricane

What does powerful, engaging content have in common with the brutal intensity of a hurricane? Quite simply, they are both unstoppable, irresistible forces.

Powerful content must resonate so strongly with the reader that she can’t turn away. Likewise, once you’re caught in the torrential rain, crushing winds, and merciless storm surge of a hurricane, you’ve got no choice but to ride it out to the end.

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Just Say No to These Three Enemies of Clear and Direct Writing

Just Say No

Whenever you write anything, you have a desired message to communicate to a desired audience, whether it’s writing an ad to persuade a customer to buy your product or writing a recipe so that others can make and enjoy your best dish.

Your goal, then, is to inform your audience, not to impress them. What does it matter if they love the words you use but don’t act on the message those words are intended to convey? That’s all you want–to get your message across as clearly and persuasively as possible. Anything that hinders your goal should be eliminated. Thus, you should just say no to the following three enemies of clear and direct writing.

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Why Brains Crave Beneficial Copy

Brian

You’ve heard it a million times if you’ve spent any time studying copywriting, marketing or sales—stress benefits, not features. People must be expressly told what reward they can expect when buying from or even paying attention to you.

This all boils down to basic psychology and an understanding of what truly motivates the person you’re trying to reach. But what’s really going on inside our brains when we’re presented with the right beneficial promise at the right time?

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The Best of Copyblogger in 2007

2007

It’s time for the ubiquitous “best of 2007″ lists, so why not one for Copyblogger? I’ll go ahead and do a round-up of the year’s best-received posts, with a bit of commentary on what was notable from each month.

So, if you missed anything from 2007, here’s a second shot at it. While you do that, I’ll have time to figure out what to write for next year (don’t worry, I’ve already got a pretty good idea).

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The Yogi Berra School of
Persuasive Writing

Yogi Berra

Lawrence Peter “Yogi” Berra is a fifteen-time All Star and three-time MVP. He played in 14 World Series games. But what is he famous for?

Mixed up quotes.

Someone once asked him what he would do if he found a million dollars. Yogi said, “I’d find the fellow who lost it, and, if he was poor, I’d return it.” When discussing a Steve McQueen movie, Yogi observed, “He must have made that before he died.” Commenting on a pair of gloves, he said, “The only reason I need these gloves is ’cause of my hands.”

On the surface, Yogi seems confused. But perhaps he is trying to convey a deeper meaning for those who care to consider his words carefully. In fact, I think Yogi can teach us quite a bit about the art of writing copy that’s intended to persuade and motivate.

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