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I didn’t write this, but I could have

I just discovered this guy Justin Rubner and his blog Copycation.

I ran across his post called Can I Get Some A1 With That In-house Copy? I started to read it, and had this doppleganger sort of experience. I thought for a moment that maybe he had stolen one of my posts — except that I had never written anything about A1 sauce. So I suppose I have found a kindred spirit.

I love the distinction he makes between sophisticated design and sophisticated messaging. Putting mediocre copy in a beautiful design is A1 Sauce on a cheap cut of meat.

Clearly, since he seems to think like me, the man is a genius.

Rock Solid Writing Does it Again

Marijane Shufro over at Fletcher and Wilder Communications just posted a very nice recommendation of my recent work on a website they are creating for Pinnacle Rock Mechanical Services. You can see it on my LinkedIn profile.

This was a fun project because we really turned up the juice on the original concept.

The first thought was a simple 6 page site describing the services Pinnacle Rock offers. Not that there is anything WRONG with that kind of approach, but…*snore*

Continue reading Rock Solid Writing Does it Again

Does Your “About Us” Page get Snores or Roars?

Every word on your website matters.

You owe it to your prospects, your customers and your employees to make sure that every single word and phrase on your website is working — doing the job it is supposed to do.

That includes that ubiquitous website cliche called “About Us.”

This is where people go to learn the basics about who you are and what you do. Who. What. Where. When.

Continue reading Does Your “About Us” Page get Snores or Roars?

Read. Feel. Act

What causes people to shell out good money to buy something, even something expensive?

It’s not necessarily because it makes sense — although that is important.

The point of decision (buying) is motivated more by emotion than logic. If not skillfully targeted at the right kind of emotion, most appeals will fail to convert into action.

So if you rely solely on overwhelming logic to close sales, you may find that your revenue is not keeping up with your vision. If you keep waiting for people to see the light of your unassailable logic, you will still be waiting long after the cold dead corpse of your business has been picked clean by the buzzards of the auction. What you need to do is light the fire.

Continue reading Read. Feel. Act

Google Says Content is Most Important SEO Factor

I am not making this up. Honest!

Google has published this really nifty, absolutely free e-book called Search Engine Optimization Starter Guide. Stop spending hours trying to guess what secrets are hidden deep within the inner sanctum of the Google algorithm. This easy to read guidebook spells it all out for you.

Of course, it doesn’t hack the algorithm itself, but the way I see it Google is spelling it out for you step by step. Here is what you need to do if you want high search ranking results.

It covers all the basics like page titles, meta tags, urls, navigation in the first 10 pages. Then the next 20 pages are about…content.

Continue reading Google Says Content is Most Important SEO Factor

Buzzwords and Zombie Copy

“Copywriting is a job.
A skilled craft.
Verbal carpentry.
Words on paper.
Scripts to time.
And one more thing.
Salesmanship.”*

That’s about as good a definition of copywriting as you will find anywhere. We will come back to it in future posts.

A more pedestrian, but quite workable attempt might say that
Continue reading Buzzwords and Zombie Copy

Write for the Occasion – Copy Writing that Fits

A friend in his early 20’s was recently telling me his plans for the evening, which included attending an awards dinner for his girlfriend’s lacrosse team. The question on the table was “what to wear?” This dinner was to be an event – but apparently not too much of an event. So what kind of clothing was appropriate?

A Suit? If a suit, then tie or no tie? How about just a shirt and nice pants? Thankfully, sneakers, jeans and shorts were clearly a no go. Apparently a sense of propriety does still survive somewhere in the 21st century.

Choosing the right Outfit

Continue reading Write for the Occasion – Copy Writing that Fits

Copy Writing and Monkey Business

Perhaps you have heard of the Infinite Monkey Theorem.

It goes like this. If a monkey were to type for an infinite amount of time, eventually he would produce Shakespeare’s Hamlet.

The truth of the theory can be mathematically demonstrated. The key concept here, of course being “eventually.” If that monkey could keep going long enough, “eventually” he would strike the correct keys in the correct order to produce Hamlet. Presumably, not only hamlet, but virtually every other work of fiction and non-fiction ever written, or that ever will be written.

Including the copy for your website. Or your blog post. Or your status update. Or your brochure, fund raising letter, postcard or sales letter.

Continue reading Copy Writing and Monkey Business

What’s more important — The Cup or the Content?

Which would you rather drink:

Fine wine from a plastic cup?
Used bathwater from a crystal goblet?

Many businesses will spend oodles of noodles doing the keyword research and search engine optimization for their websites. They will dump a pile of dough on graphic design with slick flash animation and eye catching layouts. They will dish out the bread when it comes to analyzing their menu structure and site navigation. And they are not wrong for doing so. These elements are critical to making your website a success.

Effective optimization for search engines means your customers will find you. Great graphic design instantly conveys important information about the kind of company you are. Clear site navigation removes obstacles that may hinder your visitor from contacting you or buying from you.

Continue reading What’s more important — The Cup or the Content?

Writing What Customers Want

Jonathon Kranz over at Kranz Communications has a series of blog posts on the Key Content Marketing Questions.

His first question is right on target.

Do we have what readers want?

Continue reading Writing What Customers Want

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