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...]

Three Reasons Why Apologizing to Your Customers Fails

Thanks to guest blogger, Elaine Fogel. We’ve heard it before and we’ll hear it again. “I’m sorry, I apologize.” Most customer service training programs emphasize using these empathetic statements when appropriate. Always apologize to customers when they complain. Oh, and sound like you actually mean it. In fact, practice making empathetic facial expressions in the mirror as you say it. Baloney! Saying sorry doesn’t cut it anymore. It’s just not enough. It’s a hollow rote response … [Read more...]

4 Ways to Get Great Results from Your Freelance Copywriter

Perhaps you're a solopreneur or a small business owner getting ready to launch a marketing campaign. Or maybe, you're an ad agency or design firm with an overflow of work you can't handle without extra assistance. You don't have the creative talent in-house so you know you'll have to call upon an independent writer and/or designer to assist you. However, last time you did that you were not prepared. There were vital questions that the copywriter asked you and you didn't know the answers. … [Read more...]

Millionaire Marketing on a Shoestring Budget on the Women in Business Show

Dr. Gayle Carson is known as the Spunky Old Broad. But how did she gain a reputation for being an S.O.B? After being asked, "How do you stay so positive?” “Where does that inner-spunk come from?” Gayle thought, "Did they say SPUNK?" Knowing that she wasn’t a spring chicken and having an opinion can make people reach for the BROAD word, she put this all together and decided to take three words, typically negative, and represent them in a positive way. Hence, the Spunky Old Broad (SOB) … [Read more...]