"Sell the outcome, not the process." In copywriting, we're told this constantly. And for good reason: People don't buy your product, they buy better versions of themselves. Even when someone buys a product because they claim to love that product or the brand behind it - like clothes, for …
Reduce Choice, Convert More
You and I are living in a world of almost endless choice. A world where “do you want it or not?” has been replaced by “how do you want it?” This is, by and large, a Very Good Thing. It’s great to live in a world of almost endless possibilities… On a quiet-Saturday-night-in for instance, …
It’s Not Just About Zombies
"What do you do?" When somebody asks that about your work, what do you say? Do you just reply: “I own a company that sells shoes”, or “I write copy”, or “I build websites”? No, you probably don’t. Because those answers aren't enough. One: you wouldn’t be giving them anywhere …
Mood Heuristics: Asking Questions In Your Sales Copy
I've been re-reading Daniel Kahneman's Thinking, Fast and Slow. As I mentioned in my year-end reading list roundup, it's an extraordinary book, and unlike anything else I've read. Broadly speaking, it links behavioural economics with the psychology of decision-making... It's a fascinating …
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The Truth About Your ‘About’ Page Copy And You
Ah, the good ol' About page. Written by many, misunderstood by more. A startup, consultant or entrepreneur's About page copy is more important than most people realise. The humble About page gets viewed more than most pages on the average website - often coming second only to the ubiquitous …
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Upserving: Sleaze-Free Upselling
We’ve all been upsold at some point. You know the drill: You buy or sign up for something - or you're in the process of doing so... And suddenly, like a demonic Oliver Twist, somebody asks you for more. To buy more. To upgrade to the 'gold package'... Or add fries you probably don't …
Embracing Constraint: The Improvisation Practice That Produces Better Marketing
Let’s talk about what some people consider to be a filthy, dirty word: Improvisation. It's not outright rude, and it's not a euphemism for the ol' horizontal tango... But still, for some folks in business, the words 'improvise' and 'improvisation' have unholy connotations. They suggest …
Traffic & Conversion Summit Takeaways Part 2
Behold! A second batch of my key Traffic & Conversion Summit takeaways from the 2016 conference in San Diego. (If you missed part 1 - featuring tips from conference host Ryan Deiss and keynote speaker Gary Vaynerchuk - you can catch up right here.) #4 - Successful Digital …
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