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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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

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? [...]

What Stephen Fry can Teach us about Copy WritingWhat Stephen Fry can Teach us about Copy Writing

I am a great proponent of strong words. Weak and colorless language is most often a sign that the writer (or the client who is paying for the writing) is afraid to employ the evocative phrase that tweaks the emotions of the reader. It is true that the use of the especially potent metaphor carries [...]

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