Copywriting

Good Cop(y), Bad Cop(y) - Let’s Make the World Safe for…
by Charlie Byrne (05/08/2008)

Take a ride around your town and you'll see it on signs everywhere you turn. Self-absorbed... inner-directed... and completely without benefit to the reader.

A Better Way to Criticize a Piece of Writing
by Michael Masterson (05/07/2008)

Providing negative criticism of published work is by and large a bootless endeavor. In the writer's mind, hearing negative things said about it so late in the game feels like Monday morning quarterbacking.

The Only 3 Bits of Copy Worth Agonizing Over
by Bob Bly (05/06/2008)

One of the most labor-intensive, time-consuming marketing tasks is copywriting. Not necessarily writing the copy... but agonizing over what has been written.

Use the “Left-Side” Rule to Make Your Web Copy Easy to Scan
by Nick Usborne (05/03/2008)

One of the biggest challenges for an Internet marketer is to create a page of copy that can be scanned easily.

You, the Movie
by John Carlton (04/25/2008)

Have you ever wondered where the knack for finding stories and hooks — the main ingredients of any great copywriter's bag of tricks — comes from?

Turn Your Faults into Assets
by Suzanne Richardson (04/22/2008)

Basically, you take a problem with your product - in this case, slow service - and redefine it as a benefit for your customers.

How Long Should a Sales Letter Be?
by Michael Masterson (03/31/2008)

Sales letters - how long should they be? In this age of multitasking and the Internet, isn't it more sensible for marketers to send short ones to prospective customers?

Unlocking the Hidden ” Horsepower ” in Your Copy
by John Forde (03/28/2008)

That's where the "horsepower" technique comes in handy. It's familiar in one way, mysterious in another. So the prospective customer can embrace it instantly. But they're also intrigued to hear more.

Dear ETR: “What are your dos and don’ts when it comes to using a pen name?”
by Michael Masterson (03/25/2008)

Here are a few good reasons for using a pen name.

Selling Lifestyle
by Bob Bly (03/12/2008)

I am convinced he is right, and marketers who simplistically trumpet "get rich" in their ads are making a mistake. Instead of selling the obvious benefit, they could be reaching their prospects on a deeper and more powerful level.

Is Nothing Sacred Anymore?
by Suzanne Richardson (03/11/2008)

Using examples from the real world can make your writing stronger, more specific, and more believable. But it gets a little tricky when you try to incorporate stories from the lives of your friends, family, and coworkers.

Does ETR Give Away Too Much Free Information?
by Michael Masterson (03/03/2008)

ETR has benefited greatly by giving away great advice for free.

Is Your Marketing Copy Breaking This Cardinal Rule?
by Paul Hollingshead (02/09/2008)

Recently, I reviewed some copy from a copywriter who’s been writing for a while. It wasn’t bad. But it didn’t rise above the vast heap of promotions clamoring for attention.

Use “Stravinsky’s Secret” to Supercharge Your Marketing Copy
by Charlie Byrne (01/25/2008)

When readers start knowing where the copy is going… when they can predict the next step in your story… they tend to dismiss it - tune it out.

Long Copy vs. Short Copy
by Clayton Makepeace (11/27/2007)

I've never seen short marketing copy win in a heads-up test against long copy.

21 Secrets of Great Sales Copy
by Clayton Makepeace (09/29/2007)

Copywriters, marketing professionals, and business owners often ask me, "How do I tell the difference between good sales copy and bad sales copy?"

Return to the Article Directory