Expert Marketing Consultant
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When I’m asked, “How can I make more money, especially in tough economic times?” You’ll be surprised that the best answer is not in finding new customers. It’s in uncovering the gold in your own backyard, so to speak. It’s in creating repeat sales, increasing referral sales, and, most importantly, keeping existing sales. Like it …
The Most Overlooked Money Maker in Your Business Read More ?
I used to run a copywriters forum. The members once fiercely debated the differences between “clean copy” and “clunky copy,” and how design can affect response. What’s “clunky”? I’m talking about odd layouts, inconsistent typestyles, different-looking fonts, garish colors, overemphasis using formatting tricks (like underlining, highlighting, bolding, italicizing, etc), and so on. In other words, …
Many copywriters and web designers — both new and experienced — struggle with how much to charge their clients. In fact, it is a problem that many in the service industry face. The dilemma? Charge too little, and you risk losing credibility in the eyes of your customers and potential clients. Plus, the quality of …
The other day, an aspiring copywriter asked me a question that I hear all too often: “How do I distinguish myself from other copywriters?” The answer is not an easy one. It takes some thought, some time, and perhaps some inspiration. But time after time, I have found that most people tend to overlook one …
The greater portion of my career has been in copywriting, selling, and direct marketing. And one of the common denominators I’ve found in any successful piece of copy is the power of risk reversal. That is, taking more of a risk from the sale than the purchaser of your product. Risk reversal is a powerful …
The other day, one of my coaching students emailed me about his dilemma — something that’s all too common in our business. “Too many times,” he said, “I’ve known what I needed to do, and I always end up waiting weeks on end to do it.” He asked, “How do you cope with procrastination?” Procrastination …
A member in my coaching program asked a question about the legality of using an alias or pseudonym in copy. In other words, a pen name. That is, is it legal to write the copy in the voice of a fictitious character, or telling the story of a fictitious character enjoying the benefits of your …
What’s the single, most important element in copywriting? Let me say it another way. You’ve done your research. You found a starving market. Your product fills a need. And your sales copy shines with benefits. If everything is so perfect, then why is your product still not selling? Is it the price? The offer? The …
Recently, Terry Dean wrote an awesome article, entitled “Copy is King and Other Common Lies.” The article boils down to the fact that the market and the offer come first. Copy is still important. Design plays an important role, too. But copy is not king. The market is. And I wholeheartedly agree. In fact, after …
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