When clients hire copywriters, they’re looking for implementation. For website content, ads, emails, brochures, packaging copy… In short, assets. What it turns out they often need is positioning first. Because until you write that headline, you often don’t realize what’s missing: The most compelling answer to the question, “Why should your customer choose you over every […]
Live on Copyhackers Tutorial Tuesdays: Surveying to Write Copy for Long-form Sales Pages
Back in August, 2019, the sales page we wrote for Copyhackers went live selling 10x Facebook Ads – the best training available on writing Facebook ad copy that converts. It was a monster of a page. In part, because people who spend time spend money. (Long copy sells.) But in part, because we had […]
Walkthrough of a Brand’s Conversion-Optimized Copywriting Guide
Key questions for brands. Does your brand have one source of truth for copywriting? Can your copywriters get right to the core of the problem you solve and tie it into your unique value prop? Do they know the Big Idea driving your creative? Have you identified the most important benefits and features that back […]
So, you have your brand’s Copy DNA. Now what?
In the last post, I shared a behind-the-scenes tutorial on creating a brand’s Copy DNA – brand messaging, engineered to convert. But once you have that audience-centric, insight-driven Conversion Copy DNA, what’s next? Amazing things. My client, Thrive for Good, ran with their Copy DNA and wrote this website. With just a few hours […]
Need to Nail Down Your Brand Messaging? Use Conversion Copy Methods (Video Tutorial)
Does this problem sound familiar? You sit down to write copy but don’t know where to start. Because copywriting formulas are great, but you have to fill in the blanks with actual copy. Copy that persuades your reader to take action. (aka conversion copy) Maybe you’re writing about your brand for the first time. Or […]
Not-for-Profit Video Marketing Do’s and Don’ts (Video and Transcript)
If you’re creating a video for your not-for-profit or impact org, I want to save you time, money and frustration! Videos are expensive to produce and harder to change than other digital marketing materials. That’s why you need to get it right the first time.
I’ve written dozens of video scripts, but without exception, the hardest are for charities – as I’ll explain here. Your messaging is not easy. But, your video can be extremely powerful when you break out of the all-too-common pitfalls.