How to Target Your Perfect Customer

How to Target Your Perfect Customer

The most important part of your copy is not your headline, not your offer, and certainly not your benefits. The most important part is your customer. Sounds obvious, right? But in the last few weeks, I’ve been critiquing some pretty good copy. Very well-written...
Lowball Puts You Behind The Eight Ball

Lowball Puts You Behind The Eight Ball

If you’re a new or aspiring copywriter, here’s one important tip: don’t be cheap. Too many beginning copywriters believe that offering cheap rates will get them more business. I’m not saying that it doesn’t. Of course, offering low rates...
Tip #9: Convert Testimonials Into Case Studies

Tip #9: Convert Testimonials Into Case Studies

Testimonials are important in copywriting. Problem is, they’re so overused and sugar-coated that they seem as if they’re made up by a marketer. Sure, testimonials are fantastic. But to readers, fantastic testimonials are fantasy. Rather than grouping...
I Paid The $691.00 For You

I Paid The $691.00 For You

I’ve been away for a while because we moved into a new home. After three weeks, we’re still unpacking. 😉 But I do have a gift for being so patient. Doberman Dan, a friend, fellow copywriter, and one of the sharpest online marketers I know, just released...
What Copy Cosmetics Communicate

What Copy Cosmetics Communicate

I used to run a copywriters forum. The members once fiercely debated the differences between “clean copy” and “clunky copy,” and how design can affect response. What’s “clunky”? I’m talking about odd layouts,...

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