Defining Happiness: The Oft-Forgotten Key to Conversion (Part 1)

happiness

Andrew Wood, the marketer who introduced me to direct response copywriting always said (and still says): you must always be selling happiness. Andrew can market pretty much anything but one area of specialization is golf. In golf, it’s not hugely difficult to sell happiness. You can tell golfers they will hit the ball “longer than […]

Let Me Press Your Buttons: 6 Rules for Clickable CTA Buttons

Action button

What’s the different between success and failure? Or being the “best-of-the-best” and the dreaded somewhere in the middle? In my experience, it’s a combination of hard work and attention to detail. In a variation of the 80/20 rule, an extra 20% effort often places you in to the hallowed ground of the super-achiever. Paying close […]

Headlines for Maximum Conversion: Tips, Templates & Tactics

headlines

Whether you’re a copywriter or a marketer, conversion is ultimately your business. My goal as a direct response copywriter is to persuade as many readers/viewers/listeners to take the next step in the buying process. Your job as a marketer is to maximize ROI for your company or client. And that means maximizing conversion. How does […]

Your Campaign Failed? GREAT!

dangerous experiment

“The problem with most copywriters is they don’t think in terms of selling,” says David Ogilvy in his video titled We Sell or Else. “They’ve never written direct response. They’ve never tasted blood.” When Ogilvy says, almost enthusiastically, “they’ve never tasted blood,” he’s talking about failure. Ogilvy founded one of the world’s most successful ad agencies, […]

2 Ways to Craft Successful Sales Copy: Which is Right for You?

ogilvy ad

As a direct response copywriter, my job is to persuade people to buy a product or use a service. More specifically, I want the reader to provide their email, buy something on the spot, pick up the phone, or contact the company. Fortunately, there’s more than just one way to do that. On occasion, direct […]

The Problems You Face as a Marketer… And They’re Serious

man screaming at computer

On the “most difficult tasks on the planet” scale, I place marketing toward the top. It’s not as difficult as brain surgery or growing grass in Phoenix in July. But successful marketing is certainly more difficult than memorizing entire Shakespeare sonnets or contemplating the origin of the solar system. Marketing—specifically maximizing conversion—can be extremely difficult. […]

Your Brain and Effective Calls To Action: What Works Best and Why

3d rendered depiction of Stem Cells and a human figure.

Do you ever read the Buffer blog? If not, you should. Here’s why. When I was originally planning this article, the idea was to dive really deep into the psychological research behind calls to action that work. Originally, the plan was to get quotes and snippets from people who’ve tested hundreds of calls to action—people […]

7 Tips for Writing Effective Short Copy

Short Copy

Long copy versus short copy… which converts better? The answer is often debated, but there’s only one truth when it comes to copy length. It depends. Depending on your product, target market, advertising medium, goals of your copy, and a million other factors, the length that’s most effective will vary. Here are some examples: Price: […]

Is Copy Dead? The Surprising Answer …

Fainted man

Poke around the Internet and you’ll find articles and blogs detailing the death of copy and, much to my chagrin, copywriters. Writing in USA Today, Michael Wolff states: “We just don’t look at advertising, respond to it, or believe it, as much as we once did, wherever it appears. Maybe this is the reason: There […]