If you can’t think critically, you can’t think creatively. And if you can’t think creatively, you can’t produce compelling content and copy.

To think creatively, we need to step outside the framework of what we see or hear. We have to observe, ask questions and analyze so that we can open up new thoughts and ideas on old matters or commonly-accepted arguments.

Just what is critical thinking? It generally means analyzing statements and determining their validity in support of a conclusion.

Here’s a great example of critical thinking that led to creative exploration:

Some fool once said, “The earth is round!” People shot down that conclusion without even looking at the supporting premises. “Of course it isn’t,” they shouted back. “That makes no sense!” Others tried to refute the claims. “The Earth can’t be round,” they put forth. “The ground is flat. See?”

But the believer pointed out that there was a slight curve to the horizon. The world wasn’t flat. He set aside his biases and opened his mind to analyzing what he’d been told all his life. Why should he believe it? What made it true? What made it false?

He asked questions and demanded proof. He examined the arguments of authorities who made sweeping statements and claims that didn’t hold water. This round-world believer didn’t just refute what others said. He brought up premises to support his own ideas.

He was thinking creatively, and then he took world-changing action after critically evaluating his innovative idea.

Critical thinking and creative thinking go hand in hand. Creative thinking means generating ideas and processes; critical thinking evaluates those thoughts, allowing for rational decision.

So how do you think critically to think more creatively? Here are a few quick tips:

Little Details Matter

Pay attention to words like ‘may’, ‘can’, and ‘will’. There’s a huge difference between something that will [insert marvelous benefit here] and something that might do the same. Never accept anything at face value.

Question the Authorities

If a piece of content quotes an expert to help support the argument or conclusion, ask questions. What qualifies the individual to give advice? What credentials does the person have to make claims? Why is he or she an authority on the subject?

Sweeping Away Statements

Over-generalization usually discredits an argument’s validity from the get-go. Knock down sentences that use words like ‘all’ and ‘everyone’. Not all people do, and not everyone knows. More careful wording such as ‘most’ and ’some’ pass muster more easily.

Scarecrows and Straw Men

Watch out for fallacies. Fallacies are the tricky smoke and mirrors that divert attention from true critical thinking. There are a ton of fallacies, all built to deflect, detract, divert and discredit arguments without really doing so.

Let Down Your Guard

One of the biggest obstacles to creative thinking is bias, also the enemy of critical thinking. Your values, emotions, desires and experiences influence your beliefs and your ability to have an open mind. Set them aside and take the time to ponder information you receive wholeheartedly.

A last note: Be prepared to accept that someone’s arguments are true. Debating validity can be fun; it doesn’t always mean that you’re right. The guy with the ship and the crazy ideas about a round earth went the extra mile (literally) to test his theories. He sought proof for his own ideas and was prepared to face failure (so we assume).

But the explorer had thought long and hard about a creative idea. He wasn’t acting on a whim. He’d applied plenty of critical thinking before sailing out to discover that yes, indeed, the Earth truly is round.

About the Author: James Chartrand is one of the writing wizards from Men with Pens. Why not subscribe to the MwP feed today?

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Have you ever watched a baseball player on deck to bat next? You’ll notice that batters often place a weighted ring around the bat while doing warm-up swings.

Why? When the player steps up to the plate, the bat feels relatively lighter. This helps the batter swing faster when a hot fastball comes blazing down the middle.

It doesn’t matter that the bat isn’t really lighter. From a psychological standpoint (which is where world-class athletes leave average players behind), the batter feels like he has a stronger, faster swing. That mental edge makes a difference.

This phenomenon is known as perceptual contrast. Human beings naturally perceive things in comparison to other things, which means everything we mentally process is a relative assessment. Perceptual contrast is an effective persuasion technique because a skillful copywriter can literally alter the way a prospective buyer perceives a product or service, even though there’s been no actual change to the offer.

So how can you use it to boost your own sales?

In the book Yes! 50 Scientifically Proven Ways to be Persuasive, the authors share a real-world example. A company selling high-end hot tubs at ,000 a pop heard from customers that having the tub was like adding another room to the house. The company incorporated that bit into their sales messages, and contrasted the price of the tub with the cost of a room addition (which runs at least ,000).

Sales increased by 500%.

Here’s another perceptual contrast technique. Social psychologists have found that the relative amounts of information provided about two different offerings can influence how people feel about the second offer. In other words, when a small amount of information was revealed about Product A just before discussing Product B in detail, test subjects had a higher opinion of Product B than if Product A was also discussed at length or if there was no Product A at all.

For example, say you’re doing an affiliate promotion in an email or blog post. Rather than simply focusing on the product you’re specifically recommending, talk briefly about a competing product. You don’t have to trash talk the other product, you just have to mention it first and then go into an extensive review of the product you’re really trying to sell.

Perceptual contrast should do it’s magic and increase sales in comparison to a review that didn’t mention the other product. Give it a try.

Have you used perceptual contrast in your sales and marketing messages? Tell us about it in the comments.

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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Remember your fifth grade “What I did on my summer vacation” paper, where you used the words “pool,” “baseball” and “bike” 100 times apiece? And your English teacher dutifully marked your paper up with her red pen. Redundant. Don’t repeat yourself. Choose a new word.

Bloggers sometimes get so fearful about repeating ourselves that our message can get completely lost. The truth is, after fifth grade is over, there are times when you want to repeat yourself to make sure your point comes across. Here’s how you can tell if your content could benefit from a little strategic repetition.

Repeat for clarity

Like it or not, your readers skim. No matter how clearly you expressed yourself the first time, your words may literally not have been seen.

Remember that your content needs to cut through your reader’s dense fog of information clutter, chronic interruption, and recurring fantasies about the hottie three cubicles down. If it’s important, it’s worth repeating. You might also want to call attention to your point with special formatting or at least a subhead.

It’s especially important to repeat calls to action. Whether you want your readers to buy a product, Stumble or Digg your posts, or subscribe to your blog, it pays to repeat yourself.

Repeat for certainty

It’s nice to think that our readers etch everything we write into their brains. Sadly, it doesn’t work that way.

To prove this to yourself, go through some of your old bookmarks on Delicious.com. You’ll find terrific, well-written, memorable stuff that you don’t remember ever having read. (Sometimes you find things that you don’t remember having written, which is even weirder.) They made a big impression on you at the time, but then they sank back into the murk of your memory.

Don’t assume your readers got it the first time, or that they still remember it. If you have a powerful or important idea, hit your audience with it more than once.

Different readers also respond to different ways of expressing the same concept. You might write a dozen posts on a key theme, each using a different metaphor. The reader who gets your big idea when you compared it to circus clowns may have been totally in the dark when you contrasted it with Britney Spears’ parenting skills.

Whether you’re speaking to new readers or old hands, it makes sense to repeat key messages every few months or so. Each time you do, you’ll fix those concepts a little more firmly in your readers’ minds. You’ll also find that your thinking gets deeper and richer each time you revisit an important theme.

And don’t forget to link back to your own cornerstone content, so new readers can benefit from the brilliant stuff you’ve already created.

Repeat for comic effect

A running joke can bond readers to you in surprisingly strong ways. It’s the basis of sitcoms, where familiarity with the characters and their (usually stupid) catch phrases becomes deliciously comforting. When Homer says “D’oh!” and Bart follows with “Ay, Caramba!” we aren’t bored, we’re happy.

Consider LOLCats. For most of us, these are patently unfunny the first time we see them. They might cause a (very) mild twitch the second time. But if for some strange reason we get exposed to 15 or 20, a switch gets flipped and suddenly they’re hysterical. And once your brain is wired for the joke, you find yourself saying “Oh Hai!” and “nom nom nom” to your friends until they’re ready to lock you in a closet just to get you to shut up.

The last time I checked, icanhascheezburger.com was #9 in the Technorati top 100, beating out Mashable, Seth’s Blog and yes, even Copyblogger. Recurring jokes, special language and motifs can create a strangely powerful sense of connection for your readers. Ignore the power of the running joke at your peril.

Repeat for poetry

Sometimes you need a little repetition for the music of your piece. Can you imagine Martin Luther King’s I Have a Dream marked up by that fifth grade English teacher? The majestic, ringing repetition of “I have a dream” would have been tweaked into “I have a hope,” “I have a fantasy,” and “I have a realistic nocturnal virtual reality event.”

Now most of us aren’t writing at Dr. King’s level, but sometimes your ear will tell you to include some repetition to make your writing swing. Read it aloud, and if you think it works, leave it in.

How much is too much?

This is definitely a technique that can be overused. Repetition works best for calls to action, for content that meets very primal needs (like funny pictures of cats, or porn), and complicated or difficult-to-implement ideas. It doesn’t work especially well for advice we’ve all read a million times, unless you have a cool new way to present it.

And strategic repetition isn’t the same thing as content flab. Repeat yourself for a reason, not just because you’re too lazy to cut pointless redundancy.

Pushing yourself to come up with something entirely new and different every day can lead to a walloping case of writer’s block. Maybe worse, constantly searching for something new can make your content a little shallow.

Don’t be afraid to go deeper, to return to new explorations of the same themes. You may find your message hitting the mark in a whole new way.

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

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The final character to get to know in the Lateral Action universe is Marla. Compared with Lou and Jack, she’s like Yoda.

Next week we’ll start publishing a lot of foundational text content that will help you make sense of where we’re coming from. The characters are the stars of an ongoing story that will develop alongside the tips, tricks, instruction and opinion that drive Lateral Action.

But let’s get back to Marla:

Marla is a creative Diva.

She has so many great ideas, she routinely gives most of them away.

But Marla uses her best ideas to make lots of money.

Marla hasn’t had a job in 7 years.

She wonders why anyone has one.

Check out this final introductory video from Lateral Action to find out why everybody loves Marla.

If you missed the first two videos… Meet Lou and Jack first.

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Want to be a better writer? Read. That’s a given. The more you read and comprehend what others have written, the more you can discern the good from the bad or various techniques that packed a punch.

But what should you read?

Should you read textbooks and manuals for some how-to tips? Should you read fiction and creative works to pick up better storytelling tricks? Should you read more poetry to learn timbre and pentameter?

I read product packaging… and you should too.

The labels and descriptions on all sorts of packaging can teach you a great deal about how to interest, compel and encourage readers to become buyers.

Pick up a stereo box from a store. What does the description say? How is it worded? Do you feel that it’s a good stereo to buy just from what you read? If you answer yes, then the copywriter who has penned the words of watts and woofers has effectively done a good job. Learn from that individual.

Let’s have a little fun with something close to home. Grab a bottle of hand soap. Jergens Sensations will do. Now take a look at the back label:

Energize your senses with the exotic infusion of crushed Green Tea and fresh, delicate Lemon Verbena.

That sounds nice – real nice. Why? What words are making the difference? How are they presented to you, oh reader with dirty hands? All the label is really saying is, “This product contains Green Tea and Lemon Verbena,” or something close to that.

What else is happening? Take a look at the choice of words: exotic, infusion, delicate – pretty mood-inspiring words, aren’t they?

That little piece of copy is selling you on a feeling. That label is telling you that these tempting scents are special, that they’ll wake you up and leave you feeling like you could run a mile. Just a sniff will do you right.

There’s more:

This rich, luxurious formula envelops your hands in a refreshing bouquet while gently cleansing your skin. Your hands are left feeling clean, soft and freshly scented.

Alright. They’re laying it on thick in that paragraph, but take a look at what’s being said, especially the last sentence. Passive language isn’t very strong at all in writing, and it’s a better idea to have some action going on, but the last words you’re left with after reading are key.

Why isn’t the first sentence important? Well, it is. There are some descriptive words, like rich and luxurious, and there are the benefits of this product, the gentle cleaning. (Fast Orange works great, but do you really want that scratchy pumice rubbed into your tender skin?)

Something else is important, too. The copy on the label presents an emotional feeling, a literal hand-washing story that leaves you with a true sense of “aaahhh.”

But the last sentence counts a great deal. Clean. Soft. Freshly scented. Those words tell you what you’ll get from this product. It’s the marketing promise, the end result.

In three sentences, this label has told you a story, played up your emotions, created a mood and told you exactly what the product delivers. No more, no less.

Can you do the same? Can you take mosquito repellant, for example, and make a consumer want to buy itin three sentences or less?

Go on. Take a shot at it in the comment section. Let’s see how compelling you can be.

About the Author: Want a refreshing bouquet of other great advice from James Chartrand that gently enriches your life? Check out Men with Pens, or just energize your senses immediately by subscribing to the MwP feed today.

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A while back you might have read Brian’s Effective Copywriting Tactics for Affiliate Marketing, which offered some great advice. But something tells me you might have wondered how to apply that advice to real-life affiliate marketing.

I’m going to show you exactly how I implemented those 5 tips with the Thesis theme affiliate program. And this isn’t theory–I used these five steps to earn a four-figure commission check in just ten days.

1. Endorsements

“Effective endorsements are sincere and enthusiastic based on real experience with the product or service.”

In the case of a blog theme, the strongest endorsement you can give is using the theme for your own blog. I bought the developers membership for Thesis, which allows use of the theme on an unlimited number of sites and other perks.

I left the credit link to the theme in the footer even though my membership didn’t require it, but changed it from a direct link to an affiliate link. Combine that with spending the time to heavily customize the theme for my own site, and you see that I not only endorsed the product, but also showed the heights to which it could be taken with a little work and ingenuity.

2. Reviews

“…you add credibility by pointing out how the product or service isn’t perfect (let’s face it, there are very few perfect offerings), and then go on to explain why the imperfection doesn’t negatively impact your perception and enjoyment of the product or service.”

I decided to do an in-depth review of the Thesis theme after I had used it for a few days and spent a lot of time getting used to working with it and what it could do. I was completely honest in my review (and gave full disclosure on my status as an affiliate), citing why I liked the product, why I used it, the benefits I received from using it, and also a wish list for future upgrades (also known as complaints).

In addition to pointing out the few problems I had with the theme from an advanced user’s standpoint, I posted the solutions for working around them. People reading the review knew I was aware the theme wasn’t absolutely perfect, but also saw why those small imperfections hadn’t prevented my use of or satisfaction with the theme.

3. Tutorials

“Remember, teaching and selling are closely related, so “how to” content that naturally gets a prospect more comfortable with a purchase is smart.”

About a week after I published the Thesis theme review, I launched a tutorial on how to make your WordPress theme more user friendly. The tutorial was not directly related to Thesis, but I mentioned my use of the Thesis theme (linked to my review of the theme) several times in the review and one of the tips was specifically aimed at themes using widgets without PHP support (like Thesis).

The tutorial is extremely useful to all WordPress users, and is aimed at people looking to improve their WordPress theme. This is naturally the perfect audience to target when selling a premium WordPress theme, and any hard-sell would be counter-productive.

4. Bonuses

“Using a bonus or special deal approach is a great way to uniquely sweeten an affiliate offer.”

Near the end of August, Chris Pearson let me know he was running a special offer for the Thesis theme, offering anyone who purchased the theme by August 31st a free copy of the soon-to-be-released Cosmo theme. I downloaded a banner advertising the offer and put it near the end of the review in an effort to “sweeten the deal”.

Additionally, I sent out a twitter message on my twitter account advertising the special on the last day of the sale. These two small actions tripled my sales for the last day of August over the few days prior.

5. Articles

“In other words, can you create content that has independent value and also makes you money, no matter where it’s syndicated or scraped?”

You’re reading it. This article shows you how I took Brian’s Five Effective Copywriting Tactics for Affiliate Marketing and put them to real world use.

I’ve created an article that has independent value as a “step-by-step example” or “case study” for affiliate marketing that will likely still make me money in theme commissions, no matter where it is scraped or syndicated. That’s because people interested in learning how to make money from their blogs will more effectively click through and find out all of the features and benefits of using the Thesis theme on a commercial blog.

Easy, right?

About the Author: Rae Hoffman is a veteran affiliate marketer, CEO of website publisher MFE Interactive and the author of the often controversial Sugarrae Internet Marketing Blog.

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Jack’s email inbox is a mess, and so is his desk.

Jack’s action items are in disarray.

Jack has no five-year vision.

And yet… Jack just got promoted.

But will he bother to keep the corporate gig?

Check out this second video from Lateral Action to find out more about Jack, and what fuels his smirking revenge.

If you missed the first Lateral Action video, watch Lou Needs a Clue first.

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If you’re going to write a headline, you want the headline to attract. And one of the many elements of attraction is ‘curiosity.’

The more curious your headline, the more you have a chance of the reader stopping long enough to get interested. But hey, in the desire to write a really curious headline, we inevitably risk overdoing the headline.

So let’s analyze a headline for an example:

Why Adjectives Are The Key To Locking Out The Orange Job Candidate

Now, can you see what’s happening in that headline above?

First of all, because it’s got so many curious things to work out, you tend to get confused.

1. Is this ‘adjective-stuff’ a grammar lesson?
2. Is this ‘lock out’ a factor of some trade union?
3. What’s an ‘orange job candidate?’

Your brain is sizzling, but not in a good way. Because it now has to deal with:

• Adjectives
• Are The Key To Locking Out
• The Orange Job Candidate

So how do we make this easier for the reader? Let’s take a simple formula:

1. One known factor.
2. One curiosity factor.

• Known factor = Hiring a candidate.
• Curiosity Factor = Using Adjectives

Now we have sizzle. And a good sizzle at that. Because you don’t need to be a genius to work how the headline will unfold.

But just in case you’re struggling, here goes…

How ‘Adjectives’ Help You Hire The Right Candidate

See? One curiosity factor, one known factor… and the headline is ready to go.

Let’s see some more examples. See if you can spot both the known factor and the curiosity factor.

• Why Client Doodles Cost You Sales
• The Fundamental Flaw in Creating Your Uniqueness
• The Choice Paradox: Why Customers Want More And Less Simultaneously
• Sales Strategy: How To Make A Godfather-Offer
• How Ego-Killers Can Drive Clients Away
• How the Yes-Yes factor helps you increase your prices by 20%

Spotted them?

Good.

Now you’re on your way to create your own known/curious headline. Without overdoing the curiosity-factor

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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Believe it or not, it only takes me 20 minutes to write a 400-500 word article. This article (which I wrote in 20 minutes) explains some of the tricks I use to accomplish this.

Blogging gives me a daily deadline, and I don’t really want to spend more than 20 minutes each day on blogging. Many of my blog entries are actually less than 500 words so take me less time.

Taking up blogging got me to start thinking seriously about writing quickly, and you may be facing a blogging time-crunch as well. So here are my 8 tips for writing an article in 20 minutes or less.

1. I start with a list of ideas and concepts I want to cover. Usually I write this list in point form. For me, I do this the old fashioned way, with a pen and paper.
2. I often “incubate” an article for a few days (this does not count in the 20 minutes). What I do is start roughing out some topic ideas then leave it. Because I have thought about it, ideas tend to come to me that I frequently add to my points. Of course I always carry a notebook for ideas.
3. I often need to reduce the number of ideas that I cover. Sometimes they do not fit with the angle of the article or do not flow with the other ideas. Sometimes I have to give up a point to write a good article.
4. Never save a good idea. When I know I have many article deadlines to meet, it is tempting to “save” a few good ideas for later. New ideas will always come so always give your best ideas.
5. Develop tricks to get past writers block. One way I do this is ”warm up” writing. I just sit down and write for 5 minutes. This tends to help subsequent writing to flow. Another way I do this is to go for a walk, cycle or a run (although sometimes I think I might use this to procrastinate a bit too). Another trick I use is to make a game out of the deadline – say I will do it by X o’ clock. Perhaps I am simple but this motivates me.
6. Come back to it later. My best articles are written partly, revisited a few times, then finished. I spend the same 20 minutes, though only 5-7 minutes per session. Of course if the ideas are flowing well, I do keep writing.
7. I often write 3-4 articles at the same time. Spending 5 minutes on one, 7 on another etc. When I am really in writing flow, this works well.
8. One trick is using bullet points or numbered points as in this article. People seem to like this technique and it helps articles flow for me.

So if I can write so quickly, why don’t I write a few articles each day? Apart from the fact that I have a very full time job, writing is the easy part; coming up with the ideas is the tough part.

Ideas anyone?

About the Author: Jim Estill is the CEO of Canadian computer product company SYNNEX and the author of the Time Leadership blog and book.

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Most of us know that diamonds are just well-organized carbon. There are 4 Cs that differentiate a fabulously expensive, brilliant diamond from an industrial-grade one:

• clarity
• cut
• color
• carats

The same 4 Cs that define the value of diamonds can be used to shape great persuasive content. Master them and create content that attracts the eye, has real worth, and stands the test of time.

Fail to get them right, and you’ll wind up with a low-value commodity best used as industrial polish.

Take a look through your most recent post. How well do you score on these 4 C’s of content quality?

Clarity

Content is not king. Clarity is king.

Effective content must be absolutely clear if it’s going to persuade. There’s an old advertising saw: “The confused mind does not buy.” Whether you want your readers to subscribe, to bookmark, or to buy, confusion is the enemy of action.

Making your content clear isn’t the same thing as dumbing it down. For models of intelligence and clarity, start with Mark Twain, Ernest Hemingway, or Jane Austen.

You might find a readability scale like the Flesch-Kincaid Grade Level test useful. If your content scores above a sixth-grade level, take a look and see if you can simplify it. Shorten your sentences. Use simple, muscular words rather than the multisyllabic ten-dollar versions.

Clear, straightforward writing allows your brilliant ideas to shine more clearly. In fact, clarity is doubly important when your ideas are complex.

If you want a tougher test, give your content to someone who doesn’t know your subject. What seems straightforward to you may be hopelessly murky for your reader.

Cut

Great content gets to the point. A book reader might be willing to wade through pages of irrelevant description to get to the good parts. A Web reader is not. The more ruthless you are with that delete key, the brighter your copy will shine.

The first step is to look for extra words and flabby language. Clean up redundant expressions and wording that doesn’t directly get your point across.

Then make another pass to distill your ideas. Blog posts and online content work best when they focus tightly on a single topic. As a happy bonus, this not only makes life easier for your readers, it also makes search engines happy. The more narrowly you focus each individual piece of content, the easier your material is to find, to read and to act on.

Color

While you’re polishing and honing, make sure you don’t strip the color from your content! If your readers wanted the facts and nothing but the facts, they’d read software manuals. (Which, as we all know, no one does.) Your audience is coming to you for a colorful, lively take on your subject.

Color comes from two main sources: stories and details.

Storytelling is the most ancient human art, and arguably the most important for a persuasive writer. While there have been thousands of great articles and posts written on storytelling, here’s a quick tutorial: Put forward a main character your reader will identify with, make sure at least one interesting thing happens, and make sure there’s a point. Don’t be heavy-handed, but there should be a “moral to the story” somewhere, even if it’s subtle.

Once you have your story developed, make it shimmer with a few well-chosen details. Each detail should show us a little something about the main character or about the point. If your well-chosen details support those two, your glittering details won’t turn into dull, dusty verbiage.

Carats

What’s one of the key factors that makes a diamond really valuable? How much it weighs. All other things being equal, a single two-carat diamond is much more valuable than a pair of one-carat diamonds.

Lots of Web content is flimsy, weightless stuff. It may entertain briefly, but doesn’t have any real worth. It doesn’t build authority or a base of loyal fans.

Strategic content needs to have some weight to it. It’s fine (and a nice rapport-builder) to post something purely silly or entertaining from time to time. But most of your posts should contribute real value to your readers. Improve your readers’ lives on a subject they care about, and they’re much more likely to link to you, talk you up to their friends, and bookmark you on sites like Delicious.

Don’t let yourself be fooled by the ephemeral appearance of the blogosphere. Content of substantial weight and value can continue to bring you readers for years into the future.

Collateral

Square cut or pear shaped, these rocks won’t lose their shape
~ Marilyn Monroe

If you’ve been reading me for any time, you know how much I treasure the relationship you build with your audience. I’ll never sell that love short . . . but as Marilyn sang so memorably, it’s diamonds that are a girl’s best friend.

Great content is more than entertainment or a way to waste a few minutes. It’s even more than a way to build rapport with your readers. Great content is an asset that can be leveraged. Create valuable, sparkling content and great relationships, for the most enduring success with content marketing.

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

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