Archiv der Kategorie ‘Copywriting for the web‘

 
 

Corporate Blogs are for PageRank not ChitChat

So you have got yourself a brand new shiny social media consultant. They jump right in talking about corporate blogging as meaningful connection with “the community”. Here’s what you now do: Fire that consultant.

Your corporate blog is wood warpingly, paint dryingly banal and boring to most people, probably including yourself. If not you are wasting your time, because as interesting and concise and readable as you make it, it still won’t be read.

A corporate blog has one main job: distribution. This is not corporate marketing brand distribution through dedicated followers of your worthy blog. No one else finds it interesting – I’ll let you into a secret it is really boring. Take a look at the Google blog now …I bet your back in ten seconds. Its all about ‘Me” as in Google talk about themselves, their products and their greatness. They try to be relaxed and chatty. They come across a anal and a bit boring.  

So if a blog = distribution but not branding? How does that work? PageRank. Use your blog for link-building and SEO.

Take a look at Mint.com’s blog. Mint is a finance tool – software for bookkeeping. Mint publishes massive articles about personal finance to their blog, and have legion readers. Not a bad trick, but the main thing is that their content is useful. It’s a mag about personal finance without the advertisements. Social media channels cannot help but find picks Mint’s content, there is lots of it, mush of it useful and it gets refreshed frequently so it receives lots of inbound links.

Mint milk these inbound links. That’s the trick. At the bottom of every blog post is a list of key words which link to internal pages containing high level snippets about the topic

Mint is maximising their PageRank with the popularity of the blog. If you’re a personal finance website, you will want to optimise around some of these keywords. And it’s really working for them.

Take a look at Google’s Keyword Tool and look at the traffic for these keywords. Then put them into a Google Search and see where Mint appear in the return. Then multiply keyword traffic by the distribution of clicks for the top results in Google, you’ll see that Mint is getting at least 100,000 uniques per month from Google for these keywords.

If you hire a copywriter to post on your own corporate blog, you could achieve the same result. You need a writer whose words are worth reading. A decent freelancer churning a blog post of 1,000 words, at least once per week. 5 posts like this per month will cost £1000 – £2000.

You could buy the traffic from Google by bidding on these keywords. A generous estimate of a bid price for keywords like this is 10p  (if you are lucky). To buy 100,000 uniques would therefore cost you £10,000 per month, and you will not get the PageRank.

Of course, the success of this strategy isn’t as quantifiable as buying ads, but it will get you traffic. Any decent writer will be able to garner attention via social media sites like Digg and Reddit, generating backlinks. All you need to do is find out what keywords to optimise for, and put them in the blog template.

This Article is based on a brilliant article by Ted Dziuba on January 19, 2009

Corporate Blogs: It’s The PageRank, Stupid

How the Financial Crisis Benefits Bloggers

Financial Crisis

You’re not thinking of scaling back your online marketing efforts due to the panic in world financial markets, are you? If so, I think that would be a big mistake.

In fact, it was right after the last major financial scare—kicked off by the September 11, 2001 terrorist attacks—that my online efforts really started to pay off. While others sat on their hands out of fear, I ran with it… and I’m sure I wouldn’t be where I’m at today if I hadn’t.

Other than the fact that pushing harder during uncertain economic times is the ultimate zig-zag move, there’s another reason why the Wall Street meltdown benefits bloggers who deal in US currency. The exchange rate is actually working in your favor.

The US Dollar Buys More (For Once)

I was recently in Munich, Germany, and every time I exchanged USD for Euros, it hurt. The exchange rate was definitely not working in my favor.

But things are different in other parts of the world, especially in the last couple of weeks.

As many of you know, Yaro Starak has a training program called Blog Mastermind. I’ve endorsed Yaro’s program from the very beginning as a practical and effective system for actually making money—and a living—from blogging.

Blog Mastermind

You might also know that Yaro is Australian. What you might not know is that Yaro has been charging for Blog Mastermind in Australian currency, and that the Australian dollar is taking a huge beating compared to the US Dollar, which has recently risen.

What this means is you can save somewhere around 30-40% off the price of Blog Mastermind if you pay in US currency. Instead of USD per month, you actually pay around USD (depending on currency fluctuations). There’s also a one-time payment option where you save even more.

As you might guess, Yaro can’t let this continue. He’s switching over to charging US Dollars on Monday, October 13. So you’ve got 3 days to take advantage of this lopsided exchange rate before it gets corrected.

Sign up for Blog Mastermind before Monday and save.

About the Author: Brian Clark is the founding editor of Copyblogger, and co-founder of DIY Themes and Lateral Action. Get more from Brian on Twitter.


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9 Little Known Traits of Successful Bloggers

Purpose

We all know the “rules” of blogging. Produce consistently high-quality content, position yourself as an authority, cultivate relationships with your readers and other bloggers.

But some of the best and most popular blogs have traits that might surprise you. Here’s how being negative, angry and stupid (in the right ways) can create breakthrough success on your blog.

1. Don’t over-explain

When you’re using a blog to establish yourself as an authority, it’s easy to think you should answer every possible question. You’re the big shot after all, right?

Writing a kitchen sink post that nails down every possible answer is authoritative. It’s also pretty boring. Building some pillars of exhaustive cornerstone content is a smart strategy. But in your day-to-day content, leave room for other answers and other points of view in your community comments.

As you’re writing, when you think of potential unanswered questions, don’t necessarily answer them in the post. If they don’t get brought up in the comment section, you can always write a follow-up.

2. Don’t know everything

Authority is attractive, but so is vulnerability. 21st century readers aren’t looking for a silver-haired guy in a white lab coat to solve all their problems.

Authority still matters, but it has a friendlier face now. Today’s trusted authorities are dorkier and more openly flawed than they ever have been.

Self deprecation will always create a stronger relationship than chest beating. Write what you know with confidence, but also make some time to share your screw-ups, your insecurities, and your downright failures.

Your readers will learn as much (or more) from what you got wrong as they will from what you did right. And you’ll come across more like a smart, trusted friend, and less like a doctor in an aspirin ad.

3. Get mad once in awhile

Even Gandhi got cheesed off sometimes. Taking the high road is all good and well, and being able to keep your head is a very useful quality in social media. But sometimes you also want to take a stand.

Go ahead and get angry sometimes.

A constant diet of angry rants gets old. Your anger loses its meaning if that’s all you ever talk about. (Does anyone care any more what gets on Andy Rooney’s nerves?) But if you let yourself get publicly angry occasionally, you’ll show your humanity and your backbone.

4. Don’t be overly consistent

Standing for something is one thing, being a damned pigheaded fool is another. If you change your mind, let people know. If you have a forceful point of view and you then read an interesting alternate position, go ahead and point that out.

Respect for other ways of doing things, even when they’re not in line with yours, shows your essential confidence.

It’s also good for conversation. If everyone is perfectly consistent and in agreement, there’s not much to talk about. And the conversation that does take place is unbearably smug and tedious.

5. Break unbreakable rules

Seth Godin’s blog doesn’t allow comments. Dosh Dosh’s posts are long and chewy, requiring thoughtful reading and re-reading. Merlin Mann has decided he won’t write any more about the topic that made 43 Folders so tremendously popular in the first place. P.S., he’s turned off comments, too.

Blogging rules are guidelines. A smart blogger knows when what she’s trying to communicate doesn’t fit within the rules, and when she should leave those rules behind.

Breaking unbreakable rules is risky. But when it’s done intelligently and strategically, it can also be remarkable. Know the rules, then think carefully about whether or not they support what you have to say.

6. Repeat yourself

A blog isn’t a book. Readers don’t start at the beginning and read their way through in 2 or 3 sittings. New readers have no idea what you wrote last year, or even last month.

Sometimes it’s useful to repeat yourself. Also, you might sometimes say the same thing twice.

Knowing how to come up with fresh takes on a well-worn subject is a cornerstone of a great blog. If you have some strong central themes, they’re worth repeating.

7. Be negative

Positive, “do this” posts are great for spurring readers to take action. But what not to do posts are terrific for attracting attention and interest.

Frank Kern talks about the rubberneck effect. We’re wired to be fascinated by problems, mistakes and embarrassing disasters. The occasional “train wreck” post will help your blog break through attention clutter.

8. Get a little stupid

This is the age of the class clown. No, don’t be an idiot. But don’t take yourself so damned seriously, either.

A little pure entertainment goes a long way to building your community. Making the occasional stupid joke (and then tying it to a point or two worth making) gives your blog some fresh air and makes it an enjoyable read instead of homework.

None of us can compete with Wikipedia for pure just-the-facts content, so don’t make that the cornerstone of your blog. Think less MacNeil-Lehrer, more Sesame Street.

9. Don’t pay too much attention to “how to blog” articles

Now we love to give advice here at Copyblogger, and I personally benefited hugely from Brian’s advice before I ever started writing here.

It’s great to absorb how-to articles that speak to you, and to try new techniques. But at the end of the day, the thing that makes your blog great is you. Don’t get so caught up in technique that you forget what makes your content worth reading (and talking about).

The most “perfect” blog in the world would be deathly dull. Great blogs are quirky, weird, and hard to predict–just like interesting people are.

Learn the rules, get advice, then write from your heart and see what happens. If you get a wild hair, go ahead and share it with your readers. They might love it, they might hate it. The great thing about a blog is, there’s always another post to make tomorrow.

About the Author: Sonia Simone is an Associate Editor of Copyblogger and the founder of Remarkable Communication.


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Are You Blogging With Purpose? (If Not, 5 Ways to Fix That)

Purpose

When you sit down to write a blog post, what’s your purpose?

Are you just trying to fill space so your blog doesn’t go without being updated for more than 24 hours?

Are you interested in promoting a product, or convincing your reader to buy something?

Are you trying to express yourself through your blog, and make a meaningful statement?

Are you trying to educate your readers on a topic?

Are you trying to provoke discussion?

When you write a blog post, before you click the mouse or stroke a key you need to know why you’re writing. Every one of the reasons for writing above (with the possible exception of the first one) is legitimate.

Why is it important to have a purpose for your blog writing? There are at least three reasons:

Purposeful writing connects

When you write a blog post with purpose, your readers know it. It shines through in your writing. You are able to meet your readers on a personal level. This is important, because it helps to foster trust, which is an essential part of any blog.

Purposeful writing convinces

If you sit down and haphazardly write a post about why Product X is so grand and why your readers should buy it through your affiliate link, you’re not going to have many sales. To turn readers into buyers, you have to be convinced and passionate about what you’re writing. Writing with purpose means your readers can tell that you really believe in the product you’re recommending.

Purposeful writing changes

When you write with purpose, you have the power to change minds. That can be through a simple addition of knowledge – you’ve changed your reader’s knowledge base. Purposeful blog writing can change an opinion, too. Purposeful writing can, of course, also change a reader into a buyer.

5 Examples of Blogging With Purpose

Here are five contexts in which you can perform purposeful blogging:

  1. News Items: Whenever news breaks that supports the need or usefulness of your product or service, enthusiastically blogging about it creates a connotation that “sells” what you offer without you “selling.” Just make sure to close with a call to action.
  2. Idea Association: Let’s say there are bloggers with bigger audiences in your niche. These people may be viewed as thought leaders, so a post that shows how your own thinking intersects with that of these industry leaders creates a positive association and possibly a relationship with that bigger blogger.
  3. Rally the Troops: On the other hand, blogging about ideas or situations that you and your audience oppose gives you the opportunity to bring your community closer together.
  4. Value Demonstration: At the root of all purposeful blogging is a demonstration of value. Each post you write should reinforce why readers pay attention to you, and convince newcomers that they should be paying attention to you.
  5. Viral Content: While it’s never a sure-shot, sometimes we recognize an opportunity for content to be purposefully attractive to social media news sites. Make sure to follow through with your purpose with smart content promotion.

So, what about you? When you sit down to write a blog post, what’s your purpose?

About the Author: Jason Katzenback is the voice of JohnCow.com. Click Here now to learn the exact steps it takes to build a successful business, not just a blog!


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How to Avoid Insulting the Intelligence of the Reader

dumb reader

Imagine I was telling you the story of Goldilocks and The Three Bears.

Imagine I told you about Goldilocks, and how she found this house of the three bears. And how she ate their porridge. And how she sat in their chairs.

And… Are you getting impatient yet?

You should be.

Because like most people, you’ve already heard the story many times before. And when you tell a story that your readers already know, your readers do two things in rapid sequence.

  1. They try to stay engaged, hoping the story will somehow reveal some hidden mystery.
  2. They realize that there’s nothing new, and they start to nod off.

In short, you’ve insulted the intelligence of your reader.

So the question arises: How do you tell a well-known story without insulting the reader’s intelligence?

  1. You can tweak the storyline.
  2. You can abbreviate the story.

So let’s tweak the storyline. We can still have Goldilocks heading into the forest, but this time on a motorcycle. And she’s wearing a Hell’s Angels jacket.

That kind of changes things, eh?

Maybe the bears live in the wealthy side of town, where there are no break-ins. And Goldilocks breaks in anyway. Watches their Tivo. Eats their low-fat organic porridge. Re-sheets the beds with a lower thread count.

The story line stays the same, but the little tweak has sparked interest. This keeps the reader involved.

But hey, you may not want to do any tweaking. You may want to use the original Goldilocks story for the first fifty words of your article.

And you know that at least 80% of your audience knows the story. So that means 80% are tuning out, past the fourth or fifth line of your article.

That ain’t good, eh?

So what do you do? You assume the reader knows the story, and then you frame your opening like this:

Remember that girl Goldilocks? And how she broke into the house of the Three Bears? And how she ate their porridge, sat in their chairs, and slept on their beds?

Well, that’s what Wall Street has done to the rest of the world. But they’ve gone much farther than Goldilocks…

You saw how we made the dramatic transition between Goldilocks and the financial crisis? And we did it without boring or insulting the intelligence of the reader. We kept the storyline intact, thus enhancing the ‘actual story’ you were going to write about anyway.

And this way, you’ve got your reader interested in your first fifty words, and you’ve got them slip-sliding into the rest of the article as well. Which is what you set out to do in the first place, didn’t you?

Question for Copyblogger readers: What are some of the other ways that writers insult the intelligence of their readers?

About the Author: Sean D’Souza offers a free report on ‘Why Headlines Fail’ when you subscribe to his Psychotactics Newsletter. Check out his blog, too.


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The “What Not to Wear” Guide to Breakthrough Blogging

What Not to Wear

What in the world does the cheeky cable fashion show What Not to Wear have to do with effective blogging?

Have I finally pushed this analogy thing too far?

Nope… this one is easy. But you’re going to have to read the rest to see for yourself.

OK, let’s proceed. But just to make sure we’re all on the same page, let’s start with a quick summary of what What Not to Wear is all about.

Depending on where you live, What Not to Wear is either a fashion show on The Learning Channel featuring Stacy London and Clinton Kelly, or a fashion show on the BBC starring Lisa Butcher and Mica Paris. The show, which originated in the UK, is an ambush-style reality program where fashion victims are critiqued on their current clothing choices, and then (often brutally) coached on buying an entire new wardrobe, all for the delight of the viewing audience.

Why Wrong Beats Right

Truth is, the approach taken by What Not to Wear actually helps both its victims and the audience make smarter fashion choices. And by adopting the reason the show is an effective educational program into your own blogging, you’ll be able to truly get through to your readers, which is a benefit to everyone involved.

The key is to focus on mistakes, or what not to do, instead of focusing only on what to do. So, if you’re writing a “how to” post that will do well in social media, your examples should focus on what not to do in order to best illustrate the right thing to do.

Don’t believe me? Well, there’s actual psychological research that backs this up.

Fighting Fire With Mistakes

Wendy Joung performed behavioral training research on firefighters in 2006, and the results are published in Applied Psychology. She and her colleagues found that firefighters trained with case studies that focused on others who had made poor decisions and suffered adverse consequences ultimately showed better judgment and better adaptive thinking than a control group provided with case studies that focused on positive results.

Bottom line—mistakes teach better than successes. You might already know this from your own life.

Increase Attention, Engagement and Retention

Training programs and content marketing face the same natural enemies—lack of attention, poor engagement, and unmemorable approaches. Focusing on mistakes naturally attracts attention, increases engagement, and produces lessons that are vividly memorable… it’s just the way we’re wired.

This is much of what you’re aiming for with blogging. Because no matter your ultimate goals, a lack of attention, engagement or retention will not allow you to get there.

So, to create breakthrough blog posts, you should create vivid illustrations with the mistakes others have made, or simply mistakes in general. You’ll find that you defeat the demons that a lack of attention, poor engagement, and bad retention represent.

Still not convinced?

Here are the two most popular posts in Copyblogger history:

Should you make this strategy the focus of every post? No, and I certainly don’t. But keep in mind that for any type of “how to” or instructional content, adding in examples of “what not to do” will make you a more effective communicator.

About the Author: Brian Clark is the founding editor of Copyblogger, and co-founder of DIY Themes and Lateral Action. Get more from Brian on Twitter.


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Is Your Blog Ginger or Mary Ann?

Ginger and Mary Ann

It’s a debate as old as the hills. Who’s hotter, Ginger or Mary Ann?

It’s pretty clear that the Gilligan’s Island creators thought Ginger had it hands down. A redheaded Marilyn Monroe knockoff in sequined gowns and high-heels, Ginger Grant was what used to be called a “starlet,” whose sole reason for existence was her sex appeal.

Mary Ann Summers, on the other hand, was the girl next door. A Kansas cutie in pigtails and cut-offs, she was down to earth, sensible, and could make a comfy hammock out of coconut vines.

Before Lost, Survivor or Castaway, there was the iconic Gilligan’s Island. So, if your blog could be personified as a shapely star of a really cheesy 1960s sitcom, which would it be? Ginger, or Mary Ann?

To quote Jim “Suldog” Sullivan, “This is the question which has plagued adolescent boys, and the men who think like them, since time immemorial (that is, 1964.)”

Ginger was a star

Ginger had a certain dignity. She was a little aloof, she held herself apart as something special. When confronted with being marooned for the rest of her life on a desert island, she never considered compromising her essential identity. She didn’t dabble in things she was no good at, like catching food, cooking or building shelter.

Ginger was a specialist, optimized to perform in a certain environment and not really interested in adapting to anything different. Some would call that strength of character; others, pigheadness.

Does your blog adapt and shift to catch the latest content fads? Or do you stick to your sequins and create a new definition of authority?

Mary Ann was useful

Along with the Professor, Mary Ann had a deeply practical bent. When you’re on a desert island, it’s good to know how to do things that are actually useful. Catch fish, build a hut, fend off cannibals who bear a spooky resemblance to retired Borscht-Belt comedians.

If Mary Ann was a blog, she’d give lots of practical, solid advice that her readers would want to file away for reference. She’d be the queen of the numbered list. She’d make Delicious popular once a week without breaking a sweat.

Ginger was remarkable

When faced with desolation and probable starvation, anyone can start whipping up the bamboo huts and coconut pies. It takes some creativity and chutzpah to retain your movie star essence in the face of spending the rest of your life talking to the same six mildly retarded stereotypes.

Ginger has a certain Norma Desmond stubbornness, a refusal to let shabby reality get in the way of her self-created legend. She’s still big, it’s the island that got small.

Are you cranking out ordinary content for a me-too blog? Or are you redefining what it means to blog, pushing the envelope, and shaking your sequins when everyone around you is weaving frumpy grass skirts?

Mary Ann was relevant

Mary Ann looked around and saw what needed to get done. She figured out the needs of her community, pitched in, and helped create what was most relevant to that situation and that audience.

Mary Ann knows how to listen. Her blog content comes from the greater conversation. She’s read The Cluetrain Manifesto so often she can quote long stretches of it from memory. (Lucky for her, since Amazon doesn’t deliver to desert islands.) It would be irritating if it wasn’t so completely heartfelt.

Mary Ann thinks this joke is hilarious:

Q: How many bloggers does it take to change a light bulb?
A: Let me know what you think in the comments.

Let’s face it, Ginger is hot

Ginger is champagne and caviar, martinis and cigarettes, Betty Page and the Vargas girl.

Ginger is killer headlines. Ginger is linkbait. Everyone talks about her, everyone wants to know what she’s up to. Ginger can hit the front page of Digg with a long, smoky look and a shift of her hips.

On the other hand, Mary Ann is also hot

Mary Ann is cut-offs and hayrides, apple pie and farm breakfasts, Doris Day and the girl next door. Mary Ann is the girl you marry.

Mary Ann is passionate about her content community. Mary Ann follows 15,839 users on Twitter. Everyone loves her, everyone links to her. Mary Ann has the face that launched a thousand blogrolls.

So which is your blog?

Ginger, or Mary Ann?

About the Author: Sonia Simone is an Associate Editor of Copyblogger and the founder of Remarkable Communication.


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12 Tips for “Psychological Selling”

psychology

Many copywriting and marketing gurus teach simplistic ideas about psychology. They insist that people can be fully understood and manipulated with a checklist of motivators or pyramid of needs.

What nonsense! I can’t even figure out why the guy at the pet store puts 75 cat food cans in one bag and a tiny box of treats in another so that I lurch to my car leaning to one side. How can I possibly summarize human psychology in a few bullet points?

People are highly complex and often mysterious, so we all struggle to understand our fellow humans. However, now that you’ve gotten over being afraid to sell, here are a few basic psychological tidbits that can help you write compelling copy.

  1. People make decisions emotionally. They decide based on a feeling, need, or emotion, not though a logical thought process. That’s why intangible benefits are the keys to persuasion. When you’re writing, you should ask yourself, “What is the emotional hot button here?”
  2. People justify decisions with facts. Example: a man sees an advertisement with a photo of a sports car and instantly falls in love. However, he can’t bring himself to buy the car based on a feeling, so he reads the copy for technical details about the powerful engine, safety features, and low maintenance. He wants the car because it makes him feel good. But he buys it only when he can justify the purchase rationally.
  3. People are egocentric. The word “egocentric” means centered around the ego or self. We all see the world in terms of how it relates to us personally. So when your copy asks someone to do something, it must also answer the unspoken question, “What’s in it for me?” On a deeper level, the question might be “How does this give me feelings of personal worth?”
  4. People look for value. Value is not a fixed number. Value is relative to what you’re selling, what others charge, what the prospect is used to paying, how badly the prospect wants it, and how the prospect perceives the difference between your offer and others. You must demonstrate a value that seems to be equal to or greater than the asking price. The greater the value relative to the price, the more likely people are to buy.
  5. People think in terms of people. The human brain is not a computer, calculator, or information processor. Scientists have shown that its primary function is to deal with social interactions. Remember how some mathematical questions in high school were stated as real-life situations? They were always easier to understand and solve than abstract problems. Your copy, therefore, should feature people through names, personal pronouns, quotes, testimonials, stories, photos of satisfied customers, etc.
  6. You can’t force people to do anything. When people buy, it’s not because you wield some magical power over them. You can urge. You can push. You can entice. But ultimately, people do what they want to do. This means your job is to show how what you’re offering meets your prospect’s needs.
  7. People love to buy. Some say people don’t like to be “sold.” Not true. People love to be sold. They love to discover wonderful new products and experiences. What people don’t love is to be cheated or tricked. Therefore, it can be helpful to change your analogy of the marketing process. Instead of “selling” to people, try to “help” them. Sell good products, make appealing offers, and treat people fairly. That’s a surefire formula for success.
  8. People are naturally suspicious. It’s true that there’s a sucker born every minute, but most people are moderately skeptical of any offer. They seek to avoid risk. You can never predict the level of suspicion any particular person has, so it’s usually best to back up all claims with evidence, such as testimonials, survey results, authoritative endorsements, test results, and scientific data.
  9. People are always looking for something. Love. Wealth. Glory. Comfort. Safety. People are naturally dissatisfied and spend their lives searching for intangibles. At its simplest, writing good copy is a matter of showing people how a particular product, service, or cause fulfills one or more of their needs.
  10. People buy “direct” because of convenience and exclusivity. If people could easily find the things you offer at a nearby store, that’s probably where many would buy them. So if they are not buying from you directly for sheer convenience, they’re doing it because they can’t find the item elsewhere (or just don’t know where to look). That’s why it’s wise to emphasize the convenience and exclusivity of what you wish to sell.
  11. People like to see it, hear it, touch it, taste it, or smell it before they buy it. Some people never buy online because they can’t examine the merchandise. Some items, such as books and CDs, are tangible and familiar enough to sell easily online because there is little doubt about the physical quality. Other items, such as clothing or food, may be a harder sell — at least until people have a satisfactory buying experience — because quality may be variable. Think about how people buy things in stores and ask yourself if there is some element of that sensory experience that is missing from your sales message.
  12. Most people follow the crowd. Most of us are imitators. We look to others for guidance, especially when we are uncertain about something. We ask, “What do others think about this? What do others feel? What do others do?” Then we act accordingly. This is why testimonials and case histories are so influential.

Of course, this barely scratches the surface. Psychology is a deep and eternally revealing line of study. And while I don’t believe in making things more complicated than they have to be, I think there is great benefit in knowing not only what people do, but also why they do it.

This is the path to copywriting mastery.

About the Author: Dean Rieck is a leading direct marketing copywriter. For more copywriting and selling tips, sign up for Dean’s FREE direct response newsletter or subscribe to the Direct Creative Blog.


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What Fight Club Can Teach You About Innovative Content

Tyler Durden

Besides being innovative content itself, the Chuck Palahniuk novel and David Fincher film Fight Club contain several lessons about creativity and getting remarkable things done. In fact, I found at least 8 rules you can use to create more innovative content (or more innovative anything).

Of course, these types of tips are better suited for my new project, Lateral Action.

So, head over there for Tyler Durden’s 8 Rules of Innovation. This post is the tie-in for those of you who noticed Lou, Jack and Marla are all named after characters in Fight Club. :)


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Do You Want to Make Serious Money as a Freelance Copywriter?

Copywriting Success Summit

Well, you seriously can.

Some true copywriting pros and I are putting on an amazing event for freelance copywriters called Copywriting Success Summit 2008. And no… you don’t have to fly anywhere or get a hotel room… it’s an online event for copywriters who want to grow their business to the next level, or for those looking to get in the business and succeed.

This is the first-ever online summit dedicated to helping copywriters win high-caliber clients, better market their services, and earn an executive income in the world of no-hype copywriting. I’m proud to say we’ve got an all-star line-up.

Presenters include bestselling authors and experts such as Bob Bly, Peter Bowerman, Steve Slaunwhite, Michael Stelzner… and oh yeah, me.

If you’re not familiar with some of these stellar people, check out their bios here (there’s a cool audio presentation at the site, so turn up your speakers to hear the good stuff).

Here are some of the sessions:

  • How to Be a Highly Paid Copywriter as a One-Person Business
  • Contact to Contract: Turning Prospects Into Clients!
  • Your 60-Minute Marketing Plan
  • Becoming the King (or Queen) of the Hill in Your Niche
  • How to Gain Exposure Using Social Networking Sites
  • Becoming a 5-per-Hour Writer and Beyond
  • Making Top Dollar Writing White Papers
  • Pricing Your Copywriting Services

Click here to see all 12 sessions.

Of Course There’s More…

We’ve added more than 0 worth of giveaways to sweeten the pie. These are high-value products, books and classes that the presenters actually sell in their own successful copywriting businesses. When you sign up for the event, you get all these included at no extra cost, which is pretty sweet, yes?

Here’s a sample of the more than 12 valuable books and classes we’re giving away:

  • The Psychology of Selling and Marketing
  • Writing for Big Companies
  • Maverick Marketing: Innovative Selling Ideas to Make You More Money
  • Succeeding as a Freelance White Paper Writer

Remember, this event does not require any travel. You simply attend sessions, meet the experts and network with peers from the comfort of your home or office. There’s already an active active Facebook and LinkedIn group, complete with discussion forum. Pretty cool, huh?

Here’s the Deal…

You can save 0 off the registration price, but only through October 6, 2008. Plus, there are only 1,000 spots available, and since there have been so many big names involved who are promoting this, I’ve only been guaranteed by the other presenters that 100 Copyblogger readers can sign up.

I know, it seems pretty uncool to limit the number spots for the Copyblogger audience, but with a limited number of total spots due to the conferencing software, and this many marketing pros promoting, it has to be this way out of fairness. All of the people presenting have a large number of followers and great skills, so if you’re interested, sign up quickly to avoid getting left out.

Also, in my session on social media marketing, I’ll be revealing stuff that you’ve never seen on Copyblogger. I’ll show in detail a complete marketing game plan that any struggling freelance copywriter can use to score high levels of new business.

Click here to get all the details and save 0 off the conference fee through October 6.

~Brian


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