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...]

Copywriting Tip: Copy Length Depends on Three Factors

Long copy, short copy? It's a question that's been asked over and over. "No one has time to read long copy." That's the comment veteran copywriter John Caples heard from his clients. And, Caples agreed with the caveat that "no one wants to read long, boring copy, printed in dense small type." In Breakthrough Advertising, when writing about copy length, my mentor Eugene Schwartz (another veteran copywriter) said the length of your ad depends on three factors. In his chapter titled, "Inside … [Read more...]

Four Copywriting Legends Help You Heighten Your Writing Skills

You’re facing a blank page, ready to write copy for your landing page, email message or website. Your mind goes blank too. Where do I begin? Whether you’re a novice or a seasoned copywriter, there’s always something new to learn. And, some of the best role models to learn from are the seasoned veterans who came before us. Here are four books I suggest you read to uncover important copywriting tips from four legends in the industry. 1. Breakthrough Advertising: How to Write Ads that … [Read more...]