This week on The Lede …
- The Terrors (and Occasional Virtues) of Not Knowing What You’re Doing
- 50 Ways to Build Persuasive Landing Pages
- Copywriting is Interface Design
- The Two Lists You Should Consult Every Morning
- Writing is Acting
- A Case Study in Repurposing (and Selling) Free Content
- How to Create Content that Works as Marketing
If you want to grab even more useful links (other than those that make the Lede), follow @copyblogger on Twitter.
The Terrors (and Occasional Virtues) of Not Knowing What You’re Doing
This is the link of the week. If you click only one on The Lede today, make it this one. You don’t need to be a fan of NPR’s Radiolab to appreciate the immense struggle Mr. Abumrad went through to create one of the most listened-to shows on the network. Here, he tells the story of beginning, of not knowing where it would go, of the gut-wrenching fear of not only failure, but time potentially wasted. If you’ve ever started something, this one’s for you …
Copywriting is Interface Design
In a classic 37signals article (from their book, Getting Real), Mr. Fried makes the case for why “every letter matters”. Are you thinking about the text on your website’s buttons? That’s copywriting. Are you speaking the language of your audience? That’s copywriting. It’s also good design. Good copy is more important — and valuable — than ever.
50 Ways to Build Persuasive Landing Pages
In one of those incredible “I can’t believe she compiled this thing …” articles, Ms. Duistermaat gives us numerous examples of landing pages that convert, and why. Fifty of them. With screenshots. Have fun.
The Two Lists You Should Consult Every Morning
I’m a degenerate minimalist. Not in the weird, modernist, “nothing on my walls” kind of way, but more like a monk that keeps a bottle of bourbon on the shelf and two pair of Levi’s in the drawer. Anything you can hand me that will assist in disappearing the unneccessary from my life, I’ll take as good. These two lists seem good to me.
Writing is Acting
Apart from the slightly veiled nod to Method Acting — which, as a theatrical discipline, is a load of crap — Ms. Chalupa gets it right. You, like Shakespeare and Dickens, are writing for an audience. Though you don’t need to “inhabit” your work, a simple habit of reading it aloud to yourself can make an astounding difference in clarity and guts.
A Case Study in Repurposing (and Selling) Free Content
Right alongside the myriad opportunities this digital revolution presents us with, are many frustrations. This is an interesting look inside one of the major tech pieces of the year, Mr. Siracusa’s review of OS X Mountain Lion. The struggle to bring it to other formats for sale is not insignificant, but definitely worth it.
How to Create Content that Works as Marketing
If you’ve been struggling to create the kind of content that actually moves your business, product, or idea forward, Mr. Clark lays out a simple plan for you. Not a simple plan like in the movie of the same name. One that actually works …