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The surprising role of children in copywriting

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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Increase your conversion rate by testing your copywriting

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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The copywriter’s Venn diagram

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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Copywriting’s answer to try before you buy

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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Internal communications challenges? Create Knowledge Volunteers

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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Why even your best customers aren’t buying what you’re selling

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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