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Of all the holidays, anniversaries and occasions we celebrate (or are obligated to celebrate), there's one milestone gaining in popularity partly because it doesn't impose itself on us. Unless of course we want it to. It's the Half Birthday. An event we can pull out of our pocket whenever needed for any number of reasons, or totally ignore if we see fit with no one being the wiser. It's the occasion of convenience. The discretionary semi-anniversary that's a win-win for those who choose to...
•Costliest Copywriting Mistake #3: Having a Weak Headline, or None at All
If you had just three seconds to interest someone in your product or service, what would you say? Think about it. What would you tell them, in a handful of words, that would make them stop in their tracks and declare "Wow, that's pretty neat. Tell me more."
If you can't come up with anything, you're in trouble. Big trouble. Because your first communication with your potential customer -- whether it's an ad, webpage, sales letter, email blast, pay-per-click ad, or brochure -- is your headline....
•Costliest Copywriting Mistake #2: Assuming Your Prospect Has Prior Knowledge
Always assume your prospect knows nothing about you, your business, your products, your services. Because invariably they don't. Even if they did, with everything else cramming their brain, they need to be reminded and reassured you are who they think you are. (That's why one of the world's most recognizable trademarks, Coca Cola, is usually preceded by the word "Drink." There's always some yokel out there who doesn't know what to do with it.)
Given that, it's appalling how many ads,...
•Costliest Copywriting Mistake #1: Underestimating The Value Of Ad Copy
Why do some salespeople sell like gangbusters while others fall flat on their face? Because what they say, and how they say it, is everything.
The same with advertising copy. Your copy is your surrogate salesperson. And the way it is written has everything to do with whether or not your ad sells, your website converts, your business succeeds.
The difference between under-performing copy and brilliant copy can translate into many thousands of dollars over time. Bad copy can actually have the...
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