Caveats are insidious. Don’t let them take over your sales message. It is best to avoid caveats altogether. Why? caveats interfere with your sales proposition reading is a challenge because your flow is constantly interrupted by irritating little swords and asterisks caveats make you sound negative and, contrarily, they make you seem less trustworthy Is it possible to avoid caveats altogether? Yes. It’s [...]
…for freelance copywriter and word geek! I’m always thrilled when I spot a connection between languages. I’ve just discovered Wallander, the Swedish crime thriller series. The subtitles are a revelation. It’s amazing how familiar many Swedish words sound. Some words span multiple languages. Although they’re spelled differently they mean the same thing and have a common origin. Which brings visions of ancient peoples migrating vast, [...]
You want your online business to boom? Simply stuffing your copy with keywords isn’t good enough. Too many people forget that visitors aren’t customers. You can attract a million visitors a day but if none of them buy, what’s the point? Direct marketers have used conversion analysis to maximise sales for decades. Online marketers are starting to catch on, realising there’s a lot more [...]
Sometimes the benefits are crystal clear. In the autumn my host disappeared off the planet for a week and all my sites went down. The host phone number was dead and they weren’t answering emails. I’d been with them eight years but their communication was so crap throughout the crisis that my loyalty flew right out of the window. I jumped ship as soon [...]
I’ve mentioned spinning software a couple of times before. It takes a piece of copy, say a press release or article. Replaces the similies. And swaps paragraphs around. The result? Multiple versions of the same piece that differ enough to avoid being slapped by search engines for duplicate content. Include a link in each, publish them in places where they’ll benefit [...]