Testimonials: Let your clients praise you in their own words

Whether you're a well-known company that's been around for years or a "new guy/gal on the block," establishing credibility for your business is vital. This is what I tell my clients and workshop participants. First, every potential customer wants to know the benefits of doing business with you (i.e. "what's in it for me?"). Then, once their interest has been piqued and they're seriously considering your product or service, they want to know that your company is a viable business, one they … [Read more...]

Six Strategies for Making Your Email Marketing Soar

In these budget-tightening times, as a savvy marketer you know that it’s not wise to abandon your marketing efforts. You realize that now, more than ever, it’s time to stay in front of your customers, but how to do so cost-effectively is the challenge. Email is one marketing tool well-suited to achieve that goal without breaking your budget. Its ability to help you optimize your most valuable asset - loyal customers – is a competitive advantage. However, sending out irrelevant email … [Read more...]

Six Tips To Keep The Heart Of Your Copy Beating

One of the most important tools you have in offering your products/services/programs is the copy you use to communicate your message. How do you best express what you have to offer to your audience in a way that reaches out and gets results? Here are 6 tips to keep the heart of your copy beating along at a smooth and steady pace: 1. It’s not about you. It’s not even about your product. It’s about your prospects and what your product can do for them. Someone purchases a gym membership … [Read more...]

Please tell me what to do: Remember your call-to-action

My phone rings and the person on the other end is asking me if I'd review their Web site. He/she says something like, "I paid a lot of money to have a Web site created & I loved the design. However, time has gone by and I haven't had any inquiries . . . responses . . . sales." As a copywriter, I go to the site and am surprised by what I see or I should say, what I don't see. One major aspect that is missing is the CALL TO ACTION. And, I don't mean on one page. I mean a call to action on all … [Read more...]

Headline Copywriting Tips From Three Seasoned Copywriters

The first copywriting client I ever had was Eugene Schwartz. Little did I know in 1988, when I was referred to him by my colleague (another veteran copywriter), Milt Pierce, that I was being introduced to a man who was a legend among his peers. And, a man who would become a mentor. At that time, Gene gave me a copy of his book Breakthrough Advertising. Another thing I was unaware of was that this book was (and still is) considered one of the most important (and most sought-after) books ever … [Read more...]