Any fans of Drayton Bird, Caples or Hopkins will know about the importance of testing your copywriting. Direct marketers have been testing the impact of headlines, images and body copy on response rates for decades. So why does the digital world lag so far behind? We now
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There are few professions that can compete with the air of mystery that surrounds SEO. In fact, David Copperfield could learn a thing or two about misdirection and creating mystique from a chat with an SEO consultant. But things are changing. Google’s algorithm is getting ever more
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Ah, the long form sales letter. Such a bone of contention among copywriters. Many will deride their length, saying nobody has the patience to read pages of copy these days, whilst direct marketing copywriters, who test avidly, will tell you otherwise. When discussing long form copy, many
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Getting people to trust you has always been a cornerstone of effective copywriting. It’s a simple principle: if people believe what you say, they’re more likely to buy. A key factor in building trust, that’s often ignored, is the channel you use. An advertorial, for example, in
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Sooo, the new website is up and running, after a few minor technical hitches. On the home page you’ll see I’ve followed through with the idea/threat of switching to promoting myself as an agency. Along with the elevated sense of self importance, I’m hoping it will push
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Why do people buy things? Sounds a simple question. In the copywriting world, you’re taught to use a combination of aspiration, emotion and logic to secure a purchase. But there can also be subconscious irrational reasons at play. Over the last decade ‘behavioural economics’ has grown in
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When one door closes, another door opens. Long time readers will know that I’m not a fan of the $10 (or less) per keyword article copywriting gigs you find on freelance bidding websites, like Elance and Guru. I pity the copywriters that feel forced into these jobs,
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After reading this headline, I can imagine many of you are shaking your heads thinking ‘Gheeze Matt, what planet are you on? Don’t you know you should keep it short and simple?’ Allow me to explain. Yes, it’s true – generally speaking you should keep copywriting simple.
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Should you write the way you talk? Many copywriters I follow (Dean Rieck for example) and learn from certainly think so. But persuading the B2B marketing crowd of conversational copywriting’s merits is another matter. Conversational copywriting is an informal style that mimics they way you’d talk to
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Writing subject lines for email campaigns can be tricky. Their impact can decide whether your emails are ripped open and every word devoured, or dumped nonchalantly in the junk pile. At this time of year there’s even more noise than usual in people’s inboxes. And so your subject line
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Includes advice on writing headlines, how to structure a sales letter and how to make your copywriting punchy:
Includes advice on writing headlines, how to structure a sales letter and how to make your copywriting punchy:
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