Emotional benefits are critical to persuasive copy, but how do you naturally incorporate them into your writing? It’s one thing…
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Category: Persuasion
The Two Most Important Words in Blogging, Persuasion, and Copywriting
Imagine … by the end of this post, you’ll be a more effective blogger, all because you learned two very…
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The Structure of Persuasive Copy
We’re aware each element of copy is designed to get the first sentence read, and from there keep the reader…
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Hit a Copywriting Home Run with Perceptual Contrast
Have you ever watched a baseball player on deck to bat next? You’ll notice that batters often place a weighted…
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Compare Apples to Oranges (In This Case, It’s the Smartest Thing to Do)
We’re having dessert before dinner this week — and it’s a healthy bite too: apples and oranges. While my post…
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Are Sales Slipping Through Your Fingers? Close the Deal with Logical Benefits
Emotional benefits of your offer trigger the “me-want” response. They create desire — but creating desire isn’t usually enough. Unless…
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The Simple Way to Get Everything You Want
I want to tell you a story about two women. One is my hairdresser and the other is my massage…
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4 Vital Elements of an Appealing Offer
If you’ve got something to sell, at some point you’re going to need to present an offer. In other words, you’ll need to tell your prospective customer: What you’ve got What it’s going to do for them What you’re looking for in return Sounds simple, and it is. There’s just one problem. Too often, we Read More…
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Use These 4 Copywriting Pillars to Craft Kickass Presentations
I love presentations. I love going to them and I love giving them. You have a defined amount of time, during which a bunch of people come together to listen to a message. Whether your presentation is online (a SlideShare, a webinar) or in the real world (a talk to a large or small audience), Read More…
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The Three Key Elements of Influential Digital Marketing
Ever see a numbered headline like the one above and try to guess what the three things are?
Sometimes it’s easy; sometimes it’s not. In this case, you could be thinking I’m going to talk about content, copy, and email.
And while you’re right that those things are important, that’s not what this article is about.
Content and copy contain the messages you need to get across, and email delivers those messages within a conversion-rich context. But without understanding the fundamental elements of those messages, you won’t create the kind of influence with your target audience that leads to sales.
With companies of all sizes rushing to embrace “influencer marketing,” it seems that many have given up on the unique power the internet provides to form direct relationships with prospects.
Instead, they’re trying to avoid the work by reaching the audiences of people who have already put in the work.
Despite the disintermediated nature of the internet, brands are instead turning to a new form of intermediary, or influential middle man. Shortcut marketing rears its ugly head again.
Now, don’t get me wrong — having relevant influencers in your corner is desirable, and often game-changing. That said, your main goal is to first develop direct influence with your prospects, which ironically makes it easier to get outside influencers on your side.
This is the reality of modern marketing in any medium, and it’s especially viable online. And those three key elements that your digital marketing must embrace to develop true