We’’re taking you out for a copywriter’’s coffee for two reasons. We tell you something fascinating about coffee. (We’’ll bet you didn’t know this.) We finish our series on the six principles of persuasion. As copywriters, we’’re most interested in using them in website copywriting and other writing. Could reciprocity help your SEO? I might…

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An old lady, a napkin and $5 was all it took to keep Joseph “”Joe Bananas”” Bonanno’s son Bill from falling into a very bad habit. What did the napkin say and what could this mobster’’s story teach you about marketing? Not expecting the mob to have copywriting tips? As a website content writer charged…

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When it comes to copywriting, it turns out you can’t leave popularity contests behind in the playground. Your likeability is relevant far beyond high school: it influences people’s willingness to work with you or buy from you. Likeability is one Robert Cialdini’s (Influence) six factors of persuasion, along with authority, social proof, scarcity, reciprocity and…

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As humans, we have a million decisions to make a day. The only way we can do it is to use shortcuts. You can make your copywriting more persuasive when you know what those shortcuts are and you use them to influence your readers. A tip for using social proof in your copywriting One of…

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If you want to persuade people with your copywriting, you need to make sure you’ve signalled your authority in the area. That can mean more than just claiming your years of experience or diplomas.  How to show who’s the boss in your copywriting More on copywriting and persuasion This post is part of our series…

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The Daily Mail is weathering the traditional media End Times. Like it or loathe it, the newspaper understands online readers better than most, which is why small business owners should take a leaf out of the paper. There’s one thing in particular that The Daily Mail does brilliantly, which you could steal right now to improve your website.

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A copywriter’s secret to good first drafts is not to write them Yesterday, I had a coffee meeting in Rozelle, near our Sydney office. I was meeting a prospective client. Before the meeting, he’d sent me a brochure he’’d drafted for a new product. The brochure was fine. The writing progressed logically; it told me…

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