Leslie Ye says, “Value, value, value. It’s the key to modern selling and one of the only thing buyers care about when making a purchasing decision. But conveying value isn’t always easy. It can be confusing to separate what a product is from what it does and what that means for buyers. The important thing is to think about form, function, and value separately. Here’s an example: What the product is: An umbrella What the product does: Shields its holder with a dome of waterproof fabric What the product offers: Prevents buyers from getting wet in the rain The last sentence is by... [...]

Hannes Ben says, “Whether it’s for a regional website, direct response marketing or a content campaign, international copywriters have to find the difficult balance between brand guidelines, linguistic standards and marketing performance. This is further complicated in online marketing, where search engines and social media platforms impose distinct rules on the length of copy, the use of particular terms, punctuation etc. All things that copywriters need to factor into their work. If that wasn’t enough, moving into new territories adds a third dimension of complexity – language.... [...]

Brandon Turner says, “Having incredible copy is one of the fastest ways to increase your conversion rates and sales, yet so many companies are terrible at it. Recently, I decided to improve my copywriting skills, so I talked to my friend Neville Medhora, who is a copywriter. The reason I trust his judgement over others is that besides being the most popular copywriter I know, he actually does client work four days out of the week. He rewrites copy every day, then sees it in action through every industry (online, offline, ecommerce stores, software-as-a-service businesses, etc). I... [...]

Andrea Johnson says, “Creating a more effective headline is one of the easiest ways to make a significant lift in any experiment — it doesn’t require teams of developers or the latest technology to make happen. What it does take, however, is applying the five key principles of effective headlines. MECLABS, the parent company of MarketingExperiments, determined these key principles based on more than 15 years of testing and research. These actionable insights were revealed during the most recent MarketingExperiments Web clinic, which featured 12 experiments reviewing 34 total headlines.... [...]

Demian Farnworth says, “High school was an era of my life I never really want to repeat. Not because it was a nightmare. Yes, there was a little turbulence, but mostly bewilderment and embarrassment. Why do I have to read The Old Man and the Sea while my gym teacher sleeps behind a newspaper? Why do I have to stand in the cold with other lackluster teenagers waiting for a bell to ring? And why am I wearing a white leather jacket with padded shoulders?”. The Perfect Anatomy of a Modern Web Writer [Infographic] ‘Copyblogger’ Blog  [...]

Allan Davies says, “I have been commissioning B2B copy, internal and external, since the dawn of the PC and up to the present social media content frenzy. In all my roles as marketing manager, director, and CMO, I have received crap copy, I have missed deadlines, and I have busted budgets by using the wrong writers for the job. Copywriting jobs are certainly not all equal: They require different skills, different types and levels of experience, and different styles that come at very different prices. Finding the right fit is difficult, but it is possible to reduce the risks of wasted time,... [...]

Brandon Turner says, “Having incredible copy is one of the fastest ways to increase your conversion rates and sales, yet so many companies are terrible at it. Recently, I decided to improve my copywriting skills, so I talked to my friend Neville Medhora, who is a copywriter. The reason I trust his judgement over others is that besides being the most popular copywriter I know, he actually does client work four days out of the week. He rewrites copy every day, then sees it in action through every industry (online, offline, ecommerce stores, software-as-a-service businesses, etc). I... [...]

Razwana Wahid says, “You pour weeks—months—of your life developing a solution that’s perfect for your buyers, release it to the world, and eagerly await sales to start pouring in. Only to discover that they don’t. And you blame the app you’ve developed: What’s wrong with it? Should I add more features? Did I use the wrong colors? Legitimate questions. But, often, it’s not the app itself that’s the problem. Which is why your app description in the store has to tell the user not only what the app does but also how it’ll change their life—by answering... [...]

Amy Harrisson says, “When you write sales copy, it’s easy to get consumed by one thought: make the sale. But this focus could actually be your copywriting downfall. While you want to make a sale, your customer wants a transformation. If you don’t share that vision of transformation when you write, your message could fall flat right when you need it most: at the buy button. Here’s how to guide your customer through — and beyond — the sale with confidence“. 3 Simple Copywriting Techniques to Get Your Customer ‘Beyond’ the Buy Button ‘Copyblogger’ Blog  [...]

Stefanie Flaxman says, “As a Los Angeles native, I know a thing or two about sitting in traffic. I’m talking about physically sitting in your car while stopped in traffic on the way to your destination — not the traffic you talk about when people visit your website. But the two different types of traffic may not be as unrelated as you think“. The Traffic Light Revision Technique for Meticulously Editing Your Own Writing ‘Copyblogger’ Blog  [...]