Stop Writing for Google’s Approval. It Will Make Your Blog Stronger.

writing for google's approval

“Write like Google isn’t watching, because most of the time… it isn’t.” Writing for Google’s approval is like feeding a slot machine. Instead of adding tokens, you publish “helpful” content. In time, your posts will inch up the search rankings, until one day, you hit the top-spot jackpot. This is the conventional advice bloggers receive from SEO … Read more

How to Reduce Competition with Comparison Chart Copy

(Watch a Facebook video of this post by clicking this link.) A comparison chart that includes competitor brands can be a tremendously effective addition to your product’s sales page. Naturally, introducing readers to other brands carries risk. This is true at each stage of the content marketing funnel. It’s also true when the features of … Read more

How Missing Ad Copy Sunk a Rock Band Reunion

ad copy DOA

This is a story about missing ad copy.  Ad copy that, by its absence, blew a crucial opportunity to drive ticket sales for a rare and expensive public event… a rock show. The story takes place in Seattle, early summer 2016.That morning, as I was crossing the street, a bus drove by. On the side of it was … Read more

Will Reading the Tabloids Make You a Better Copywriter?

tabloid magic

(You can watch a video of this post on Facebook by clicking this link.) The world’s largest newspaper doesn’t get much respect. Critics scoff: “Not real news,” “Celebrity fluff, ” “Pure trivia.” But unlike other newspapers analyzed in a recent Pew Research Center report, the Daily Mail does do ONE thing very well… … make money. Hand … Read more

What Donald Trump Means to Copywriters

donald trump flames

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 more