From the category archives:

Copywriting

Constipated Marketing Secret

February 7, 2011

Here’s a powerful marketing secret
it took me YEARS to understand…

YOU CAN’T SELL WITH
CONSTIPATED CONTENT!
It’s true…
People won’t pay consistent attention to even the best information if it’s presented in a dry, matter of fact manner.
There are things I tried telling my list for years but just couldn’t get across… like the value of coding their survey data [...]

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Copywriting is a Big Hairy Myth

February 4, 2011

I’ve spent the last several years thinking I was missing some vital marketing skill, intimately connected to my writing ability.    Now, I’m a good writer… you don’t get to be a Ph.D. without that skill.  But I always thought I was a mediocre  ”copywriter” at best…
That is, until I realized (in the course of [...]

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The Emotionally Unique Selling Proposition

January 26, 2011

In my work with Terry Dean on The Total Conversion Code (anticipated launch date shortly after Valentines), I believe I’ve come to an important conclusion: the quintessential marketing insight is the “Emotionally Unique Selling Proposition”, or your E-USP.
Follow my logic for a moment please.
The Unique Selling Proposition (a term first coined, if I’m not [...]

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Why Emotional Copywriting is So Difficult (Video)

January 15, 2011

People are endlessly fascinated with the emotional marketing model Sharon and I have discussed for years.  Yet it seems so elusive for so many…
Here’s one of the central obstacles I think is preventing most people from really infusing their copy, websites, and imagery with the emotional tone necessary to induce purchase:

Guaranteed Targeted Traffic |   [...]

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Marketing Like an Evil Child

December 9, 2010

When was the last time you gave yourself permission to think like an evil child? You might find some surprisingly good marketing ideas if you do!

An evil child says:

“Gimme”
“Mine, mine, mine!”
“Gotta have it, gonna take it, get out of my way!”

When do your customers think like that?
For starters, when you present a UNIQUE SOLUTION to [...]

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Worst Adwords Ad – Contest (CANCELLED)

June 8, 2010

I’m so sorry – but this particular contest got out of hand. The technique works fabulously well when you run through it on your own, on the telephone, or in a closed group. I hadn’t invited people to do this in public before, and, well… I’m afraid I led just a few [...]

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A Marketing Lesson from 1975

June 5, 2010

I was eleven years old in 1975.   I was also quite conceited, and VERY insecure.
I’d lived a fairly sheltered life in Great Neck,  NY  (Wall Street’s wealthy backyard – though I had the honor of living in one of the poorest houses in one of the country’s richest communities)
That all changed in the summer of [...]

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Disturbed Emotional Copywriting with Ben Settle

September 30, 2009

Let me ask you a question.  If the following four emails appeared in your inbox, which one would arouse your curiosity?  Which one would you be most likely to click?

“30% off today only”
“trust me on this one Glenn”
“it ends tomorrow”
“disturbing things I do in the phone”

Right?
Ben Settle is a master of mixing entertainment and sales. [...]

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My Best Thinking on AdWords, SEO, and Competitive Intelligence

July 15, 2009

Below you’ll find a FREE MP3 of an intriguing 45 minute conversation I had with my Director of Copywriting and Director of Sales at Rocket Clicks.   (NOTE: The call has been slightly edited to remove the details of our clients and their sites)
We did NOT intend to distribute this conversation, so I apologize for the [...]

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Copywriting Sucks! (Not)

May 18, 2009

Words sell.  The best buyers are readers.
Con artists use words to damage.  So do politicians.  Words used incorrectly can and do kill.  But words used correctly inspire and heal.
An ethical salesletter inspires the reader to act in their own best interest by truthfully and thoroughly answering 5 questions, with no reasons held back or toned down, yet nothing [...]

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