I’ve been teaching a copywriting class at the University of Southern Maine in Portland this month — final class tonight! I originally wrote this for the students, but thought I’d also share it with you. Because hey, you’re my peeps. When writing copy for a small-business website: Write for one person, not a crowd. Write …
How to write copy that gets to the point — without getting obnoxious
When writing a business website, get right to the point. Communicate the benefits vividly but quickly, in the fewest possible words.
Why give it away?
A few people have already contacted me to ask an obvious question in response to my earlier post (and newsletter) about how to write your own business website. As one person put it, “What are you — off your meds, Tom? Aren’t you going to put yourself out of business?” Naw. Actually, I’m just showing …
Why you, the business owner, are the best person to write your website
I know this will sound like heresy, coming from a longtime professional copywriter like me. In fact, it’ll probably get me drummed out of the swanky and ultra-exclusive Copywriter’s Club. I humbly submit that you, the business owner, are far more qualified than I am to write the copy for your website. Why? Lots of …
Hourly rates or flat fees?
I don’t believe in charging hourly rates for my work. First of all, real value can’t be measured in hours – only in quality and results. Paying hourly rates for creative work is upside-down and counterproductive. Sometimes they’re even a ripoff for the client. Suppose you needed heart surgery. Would you shop around for the …
Four magic words that will transform your marketing
“I can help you.” Simple, isn’t it? Your prospective customers don’t need more information. Chances are, they’re drowning in information. And they sure don’t want a sales pitch. What they really want is advice. Guidance. Expert help from someone they know and trust. Someone who has demonstrated that s/he understands their problem or need, and …
Free gas and the psychology of copywriting
It will be the hottest marketing promotion of the summer — until it runs out of gas. Companies of all kinds are giving away tankfuls of free gas as long as you buy something: a new car, hotel room, even Calloway golf clubs. With $4 a gallon fuel prices and $50-75 fill-ups becoming part of …
Direct response "complaint" letter
When is a complaint letter like a sales letter? When it gets the immediate, affirmative response you’re looking for. Take the letter “professional complaint letter writer” Bruce Silverman wrote to the Ritz-Carlton that ended up getting him a week, totally comped, at the company’s Kapalua in Hawaii. As today’s Consumerist detailed, Silverman has been amazingly …
Google says I'm the #1 copywriter
Well, for the search term “b2b sales letters” anyway. It’s true. Of all the millions of copywriters in all the gin joints in all the world, my modest copywriting site shows up first when you Google that term. That’s way cool, I gotta admit. Even cooler is how I found out. I got a call …