How much SEO your web copywriter should know depends on what you’re trying to do. If you’re engaged in direct response marketing online, it might make sense that your web copywriter understands some search engine optimisation (SEO). However, before auditioning a web copywriter for their knowledge of SEO, it’s important to be sure you are:…

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How does Taleist’s copywriting increase sales Our copywriting increases the persuasiveness of landing pages, but we can provide a full service: Creating a marketing strategy that identifies key targets and maps messages to them. Bringing in our traffic partner to drive qualified prospects to your site through SEO or ads on Facebook, LinkedIn and Google.…

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A good copywriter is truly objective at the beginning of the engagement. That’s because it’s your copywriter’s job to stand in for your most skeptical prospect. When your copywriting project starts, a good copywriter will ask you difficult questions. Many of those questions will start with “why”. It might feel like your copywriter is challenging…

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Direct response marketing is sales material issued with a measurable goal of getting the reader, listener or viewer to take a specific action. Copywriting on a landing page might be calibrated to persuade the reader to make a purchase, pick up the phone or fill in a contact form. The landing page is the marketing.…

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Research is the most important principle of persuasive copy. The single-minded goal of a copywriter is persuasion, which is why research is the most important principle of copywriting. Without knowing your audience (research), you can’t be persuasive. Your copywriter has one goal: for their copywriting to persuade a particular person (or type of person) to…

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Conversion rate optimisation (CRO) is the art and science of refining a process to get more people to do what you want them to do. It is perhaps most commonly used to refer to refining a process that is online or mostly online. What is a conversion? A conversion is anything you want the lead…

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Generating sales leads for small businesses will cost money If leads were beating a path to your small business without any effort on your part, you wouldn’t be reading this page to generate sales leads for your small business. Even if it’s just your time, you need to have a budget for generating sales leads.…

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About Us page copywriting secrets that will have clients queuing for your services Updated: 27 July 2020 This page covers: Great website copywriting is all about building trust, especially on your About Us page. It would seem, therefore, that lying to the people who visit your website would be a recipe for disaster. Except this…

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Updated 20 October 2019: “Should I put my prices on my website?” I get asked it all the time. It’s not a yes/no question in a services business. It depends on your industry, your competitors and your business goals. The reality is that there is no “should” about whether your website should have prices. But…

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You know who can really help you with your copywriting? Your children. Don’t have children? Borrow some. Here’s why… The goal with copywriting is to pitch your writing at a 12-year-old’s reading level. That’s not because your audience is 12. It’s not because your audience is stupid. It’s because your audience is busy and distracted.…

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A hundred years of direct mail advertising has plenty to teach online marketers. One of the things it’s been very successful at teaching is A/B testing. An A/B test is where you present two groups of prospects with slightly different versions of your marketing material. The A version and the B version. You might try…

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If you want people to read what you have to say, this simple copywriting Venn Diagram will help. The copywriter’s Venn Diagram covers three things. The first oval is the most obvious. What do you want to tell people? We are all exceptional at this part of marketing. We know EXACTLY what we want you…

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Let’s talk about desire and the role it plays in your business. I want to talk about desire as a copywriter because copywriting can’t sell somebody something they don’t already desire on some level. The art of copywriting is about taking your prospects’ hopes, dreams, fears and desires then focussing them on your product or…

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What’s the likely difference between these two pieces of copy for a hotel in Thailand? Version one: “Our lagoon-pool features a full bar service.” Version two: “Lounge by our lagoon pool, cooled by an Andaman Sea breeze while you sip Bacardi from a coconut…” I don’t know if people still drink Bacardi, but you get…

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Knowledge Volunteers are employees who actually WANT the information on offer in your internal communications. That’s exactly what you need when you can’t make employees read emails, visit the intranet or turn up for lunch-and-learns. You work in a large organisation and you have something you want employees to know. The problem in large organisations…

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So your website visitor didn’t buy. And they didn’t download your lead magnet either. Put those things together and it means you don’t know who they are. And you don’t have their email address. But that DOESN’T mean you can’t contact them If you have a Google or a Facebook pixel on your website, you…

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Even your best customers probably aren’t buying what you’re selling. Why? Because what you’re selling is a collection of features. And what your customers are buying is a collection of benefits. What do I mean by that and why does that matter? Most websites concentrate on selling the features of their product or service —…

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You know what people who don’t know what they’re talking about absolutely love… They love jargon. They love long sentences stuffed with bullshit. Sometimes jargon is shorthand that speeds things up for people in the industry. More often, jargon is baffling even to people inside the industry. Ask two of them what one polysyllabic piece…

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Do you want a surefire copywriting secret for writing a persuasive website? If you do, support every claim you make with PROOF. Maybe you really are the “leading” provider in your industry. But that’s meaningless if every competitor also claims to be the leading provider. What you need is a way to PROVE your pre-eminence.…

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The second most visited page on your website is a lie. Why? Because you’ve called it “About Us” and it’s not supposed to be about you at all. Change that one thing in your website copywriting and your conversion rate will go up. The reason is simple… The reason you should lie on your About…

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Would you like to make your competitors irrelevant? With the right information, you can. There are three things your clients can’t tell you themselves, which is a shame. Why? Because if you knew what those things were, it would make the competition disappear. Fortunately, you can discover that information for yourself (as long as you…

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