Copywriting Secrets

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How to Write Effective About Pages

Almost everybody makes the same basic mistake when writing About pages, bios or social media profiles - It’s Not About You. Learn how to create an About page that gets leads and sales.

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How To Talk About Yourself Successfully

Tips to Successfully Promote Yourself Some practical tips on how to write about yourself without spoiling your pants. This post will show how to avoid “We we” and its confederates Aye aye, Mimi, Hehe and Chi chi as well as the dreaded third person affectation.

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Why Being the Best is Really Bad for Your Business

One of the quickest ways to make your prospective customers throw up and leave is to say you are: “Australia’s leading expert in...” Whether you’re in real estate, marketing, training, or social media: Make the above statement and you lose all credibility with customers.

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Copywriting Guides

A collection of guides on online copywriting and how to write for the web and digital marketing.

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Titles Can Kill or Convert – What are Yours Doing?

Titles, headlines and headings cause more confusion for online writers than anything else. Get them right, and you'll get more traffic, engagement and conversions; get them wrong and you get nothing.

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How Friendly URLS and Custom File Names Affect Conversion Rates

Search engine friendly urls and folder names are often overlooked when building and maintaining a website, yet they are important for many reasons. Apart from some organic search engine benefits they also help with accessibility, usability, social media sharing, marketing and conversion rates.

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Black vs White Type

Recently this issue of reverse type reared its head in a presentation I was doing for Perth online business owners. Some were unaware of the concept and its consequences, so here are some more facts, tests and links about it.

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Why Small Text Size Will Lose You Business

The average text size on most websites is costing site owners money because it's too small and hard to read. Text size (font size, type size) is one of the most over looked aspects of increasing results from your online marketing efforts.

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How to Write Accessible Content – Part 2

If you don't have the right content platform, or have it set up correctly, then any accessibility improvements you want to make will be pointless. Get it wrong and you can be in for years of pain.

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How to Write Accessible Content –Part 1

There are three critical reasons any business and its staff need to know how to write for the web: You can be sued if you do it wrong; it will get you more business if you do it right; It helps people find you and share your content

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Is 35 Pages Too Long for Product Copy?

How Apple uses very long product copy for great results

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How to Write for the Web

Too much about what is written about writing for the web comes down to rigid rules that can often do more harm than good. A better approach is to take a more strategic look at your web writing and go from there.

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How People Read Online

People read exactly the same way online as offline. So called web copywriting gurus mistakenly say that writing for the web should be different.

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Incredible India's Unique Value Proposition

A unique value can often be implied, and left to the customer's imagination to fill in the rest. And with something like India, the imagination can run rampant. But what is it about this campaign that allows it to ignore the rules and yet still succeed?

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Clever Copywriting

This clip with Ronnie Corbet and Harry Enfield is a short master-class in clever copywriting. Obviously it's funny, but it's funny because the writers have done their research. Every line is packed with meaning, both subtle and obvious.

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Conversion Rate Optimisation Tip #5 - Don’t Use Reverse Type

Choose the right type style for maximum online copy writing and marketing success. Why black text on a white background produces better user engagement and customer response.

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The Myth of the Short Attention Span

There is a dangerous and persistent myth around online copywriting that you should keep your copy short. Doing so will cost you sales and leads.