When clients hire copywriters, they’re looking for marketing assets. For website content, ads, emails, brochures, packaging copy… What it turns out they often need is positioning first. You need the most compelling answer to the question, “Why should your customer choose you over every other brand?” The best expert I know on this topic is Suzie […]
Live on Copyhackers Tutorial Tuesdays: Surveying to Write Copy for Long-form Sales Pages
One of my claims to fame is that I was hired by Copyhackers – the absolute gurus in conversion copywriting. Specifically, Joanna hired me to write the sales page for her course, 10x Facebook Ads – the best training available on writing Facebook ad copy that converts. It was a monster of a page. […]
Creating a Startup Skincare Brand’s Messaging 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 […]
Not-for-Profit Brand Messaging How-To Guide
Brand messaging: how do you create it for a charity, social enterprise, or not-for-profit? When there’s so much competition for donations and engagement, how do you create brand messaging that stands out? Why do you even need brand messaging… and what exactly is included? I’ll answer the why and what questions, first. The rest of […]
Why the Standard Copywriting Brief Isn’t Enough (Here’s What To Do Instead)
When I had a “copywriting brief” page on my old website, it was one of the most-visited pages. And I used it for a long time in first-time conversations with prospects. But then I discovered gaping holes in the copywriting brief – at least, when used as a tool for conversations with new leads. These […]
Want Great Copywriting? Here’s the Surprising Source
When it comes to copywriting, there’s no such thing as a boring business. You may be an accountant, a bank or a manufacturer, but believe it or not, your business is fascinating to the right audience.
The trick is to find the fascination in any business. And believe it or not, those points of interest don’t come from the creative genius of your copywriter. They come from your customers’ insights.