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Direct Response Versus Branding: How to Write No-Hype Copy that Sells

by Scott Martin

I have to admit I’m not a huge fan of business jargon. Piercing headaches overwhelm me when I hear words and phrases like blamestorming, right-sizing, and synergistic. During a business meeting, someone told me to “birddog that information” and I almost collapsed. (On a side note, if you’ve been on-boarded…

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How to Create Winning Headlines in 9 Simple Steps

by Scott Martin

Imagine a newspaper or magazine with no headlines. Imagine a print ad with no headlines. Imagine a long-form sales page with no headlines. It would be confusing and tedious. In a newspaper, headlines steer the reader from story to story. And it’s pretty much the same with magazines. In copywriting,…

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How To Write Cool Copy For Unsexy Stuff

by Emma Siemasko

Are you writing or curating content for a company with a seemingly unsexy product or service? Trust me, you’re not alone. Most writers don’t work for Vogue, Apple, or Ferrari, and we’re faced with writing copy, blog posts, and other material for less than sexy stuff. Fortunately, there are tons…

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Add This Persuasive Power Tool to Your Sales Pages

by Kathryn Aragon

Traditionally, direct response focuses on benefits: Pile on the benefits, and you can convince anyone to do anything. But that’s not exactly true. Benefits make features more relevant to your buyers, translating “it does this” to “it does this for YOU.” But without solid proof, these promises more likely to…

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