Persuasion is key to effective copywriting. But influencing people is easier said than done. Or is it? Here we talk about the secret to turning heads and changing minds. The purpose of any piece of copy is to get people to take action. That action might be to buy a product or it might be to sign up for an email list or to send a letter to their congressperson or even to … [Read more...]
Why Copywriting Formulas and Templates Are Absurd
There are sites and sources that promise "the perfect copywriting template for effective emails!" or "the formula for copy that converts!" And that sounds great, right? But not only are "formulas" not great, they're both full of crap and bad for copywriting professionals. You'll often see sites and opt-ins that try to sell you on formulas or templates for killer ads and … [Read more...]
Why You Should Make Your Audience Anxious
Writing to your target audience is crucial for writing effective copy. You love your target audience! But sometimes it's also wildly effective to make 'em squirm a little. You understand that you have to convey the benefits of a product when you write about it, but is there anything else you can do to make that benefit more powerful? (Don't you don't know the difference … [Read more...]
The Key to Writing Irresistible Product Descriptions
Product descriptions can be a great opportunity for copywriters. They offer a lot of work that can be fairly steady and may also be done remotely. But if you want to wow potential employers and land the job, there's one key you've got to know. Despite the fact that some companies put in the bare minimum of effort on product descriptions, they're actually some of the most … [Read more...]
The Biggest Copywriting Print Portfolio Mistake
Your print portfolio is how you demonstrate your skills to a potential employer and walk them through the best of the work you've done thus far. But many copywriters are making a mistake that, at best, reflects poorly on them and, at worst, could cost them the opportunity. Now, you already know that your portfolio (both print and online) has to be in absolute, tip-top … [Read more...]
Is Your Press Release Missing This One Key Element?
Press releases can be a terrific addition to your copywriting tool kit and can be yet another way to win your client's devotion. However, there's one big mistake that many press release writers make that leaves their clients feeling like they wasted their money. Full disclosure: I went to school for public relations (majored in it, actually). I quickly discovered that I … [Read more...]
What Is Content Marketing?
For the most part, content writing isn’t a high-paying job. But there’s one area of it that both pays well…and is growing. And it's not content strategy (despite its name, content strategy is really about how copy is organized on a site). I’m talking about content marketing, and it can be a great opportunity for someone with a background in copywriting. What Is Content … [Read more...]
4 Steps to Write a Wildly Effective About Us Page
The "About Us" page is one of the most wildly visited pages on most websites (often second to the homepage). It's especially frequented by people who haven't interacted much with that company before. (Read: people who haven't purchased yet.) That means the copywriting on the About page can mean the difference between customers trusting the company and making purchases versus, … [Read more...]
Copywriting Q&A: How to Write Effectively for Non-Profits
Non-profits are one of the most challenging groups to write for—but they're also one of the groups that most needs our help. So how do you get their message across and get people to take action? Read on... Today's question comes from Yoav G. who asks, "I'm about to start doing some freelance work for a non-profit, and I really want to make an impact. Do you have any … [Read more...]
Mind Reading for Fun and Profit: Getting Your Copy to Connect With Your Audience
To write great copy, you need to use words that the readers relate to. But wouldn't it be so much easier if you could just get in their heads and find out what those words are? Well, even if you're not a registered psychic or medium, you can. Here are some tips for copywriters to write copy that connects to your target audience. (We have one more secret tip here >>) We've … [Read more...]