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This isn’t your daddy’s SEO

Now content quality matters. Content must be thoughtful, well-researched and unique [...]

Standing out in the marketplace

It all starts with the usefulness and clarity of your content. Invest in quality content. Spend good money for the best writing possible — writing that informs, excites and most of all, writing that sells. [...]

Self Adjusting Copy Length

Picked this up today courtesy of Bob Bly’s Direct Response Letter.

A trend that has been going on for more than 5 years now is that consumer copy is getting longer, while business-to-business copy is getting shorter. Why?

1-Business prospects are busier than ever and have less time to read.

[...]

The Copy Judge – Clear and Compelling Headlines

Perhaps you don’t write copy, but…you do evaluate copy. If you are going to pay someone to write copy for your website, advertising or marketing materials, it had better get results. So I offer some advice on how business owners, marketing directors and anyone dealing with freelance commercial writers can recognize and evaluate the quality [...]

The Copy Judge: Does your Copy Sell?

Good copy gives readers plenty of chances to buy

Perhaps you don’t write copy, but…you probably could use some useful tips on how to evaluate copy. If you are going to pay someone to write copy for your website, advertising or marketing materials, how can you tell if it’s any good? So begins a [...]

I Believe in Writing…

I believe in writing, the word, the page, the well crafted sentence, the well formed phrase. I believe that strong design makes anything look good but it’s the writing that gets the job done.

I believe bad writing sucks your soul out through your eyeballs, but good writing is the million volts of liquid lightning [...]

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 [...]

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 [...]

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 [...]

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 [...]

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