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Category Archives for "Customer Learning"Customer learning is never a waste of time. The more you know about your target audience, the better chance you have to create a profitable marketing campaign.
Why Your FAQ Page Needs an Authentic Voice
Is the company FAQ page redundant? It depends on who you ask. Some business writers, like the one linked to from a posting in the Big SEO subreddit, say it is. However, upon inspection, her complaint seems to be against a certain type of FAQ page. A type of page that no good copywriter would […]
Read MoreHow to Expand the Market for a Single-Use Product
By any metric, rockers AC/DC have had a phenomenal career.They sold tens of millions of albums and packed stadiums the world over for decades.But their marketing efforts also provide us a warning.You see, they probably worked too hard for their success.Here’s what I mean. The band’s signature sound — chugging rhythm paired with screaming riffs — never […]
Read MoreWhat Donald Trump Means to Copywriters
What can you say about Donald Trump that hasn’t been said 100X already?Rude? Check.Bombastic? Check.Egotistical? Check.But how about this? Great copywriter!Sure, Mr. Trump is not sitting in a coffee shop, banging away on his Mac. Still, it’s clear that he thinks like a direct response copywriter.How so?In short, his unorthodox campaign for the Presidency conformed to […]
Read MoreMy First Crack at Opening a Business
What follows is a snippet of an article I wrote for Bplans. It details exactly where I went wrong in my prep work for opening a business. My guess is anyone who’s explored striking out on their own will see themselves in this piece. It’s a lil’ embarrassing: When I first mentioned my plans to […]
Read MoreLesson Learned from a Self-Inflicted Craigslist Scam
I’m a direct response copywriter. I sell — via the written word — for a living. And I’ve come to think of myself as savvy and borderline impervious to pitches. Which probably explains why I got knocked down a peg last week. You could (but please don’t) say I had it coming. Lemme explain… Scam […]
Read MoreHow Media Coverage of Politics Can Ruin Your Business
One of the um… interesting… things about media coverage in America is the fixation on politics, especially the office of the President. Take big city newspapers for example. They reserve the front page almost exclusively for the Chief Executive and a few celebrity politicians. They hang on every (meaningless) word that spills from their mouths. […]
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