Sometimes learning what not to do is as important as learning what to do.  Copywriting is no exception.  I oftentimes see copy that is well written, but obviously created by an amateur.  How do I know?  One or more of the following five mistakes was made and they killed the copy. You must plan before [...]

Isn’t it frustrating?  All you need is a new computer desk (or whatever you may be currently shopping for), but you can’t make a decision.  It shouldn’t be this hard, should it?  What’s holding you back? Here’s something every web site owner should know.  When visitors come to your site, they are looking for a [...]

I was talking with a copywriting coaching client the other week.  During our session, I mentioned that he needed to anchor back to the headline as he wrote his copy.  This is a point where most people get derailed when writing.  Let me explain. The headline is – by far – the most important element [...]

After working for several years for a prominent, local veterinary practice that had multiple branches, Dr. Wendi Lily-Bare decided it was time to go out on her own.  She arranged to purchase one of the smaller clinics which would allow her to keep the existing business name and equipment.  However, the current website was not [...]

One of the first, and most basic, elements of search engine optimization (SEO) is META tags.  Almost everyone quickly discovers the title, description and keyword tag located in the HTML coding of each web page.  However, there are many misconceptions and myths floating around online. Let’s take a minute to go through the latest information [...]

It has become a fundamental principle of Internet marketing.  When sending a prospect from some form of trigger (banner ad, pay-per-click ad, tweet, etc.) to the landing page, there must be continuity: the message must flow. For example, when constructing pay-per-click (PPC) campaigns, there has to be continuity between the ad and the landing page.  [...]

I can’t tell you how many times I’ve suggested that a client use bonuses with their copy only to hear, “But I own an ecommerce website.  I don’t use sales letters.”  Bonus offers are not by any means exclusive to sales letters.  In fact, bonuses were around long before direct mail or online sales letters [...]

I have an amazing team of writers I work with on a regular basis.  Each has his/her own specialty from article writing to technology.  It’s fun to watch these pros go through the process of creating copy that speaks specifically to the target customer we’re aiming to attract.  Sometimes everything flows smoothly, but occasionally we [...]

As I read her email I could literally feel my blood pressure rising.  She’d heard me speak at a webinar I did for Wordtracker about ecommerce copywriting where I said keyword density hadn’t been a factor in SEO copywriting success for years.  The lump in my throat got bigger as Zoe (not her real name) [...]