Your website must convey your value proposition. Here's how to do it.

Web design and online marketing have gotten more complicated than ever before – it’s possible now to add all kinds of bells and whistles to your site, and there are lots of buzzwords about what your site needs to do to engage visitors and capture email addresses and generate leads. But too many company websites are losing sight of what is truly most important about their site’s design and content – showing people WHY they should care and “What’s in it for me” from the customer’s perspective. Simply put: too many company websites don’t really illustrate a value proposition. Next time you redesign your website, take some time to ask yourself some big-picture questions to make sure your website really has a compelling case for why people should buy from you. Here are a few questions that your website needs…

How to avoid the most common copywriting mistakes and covert more of your visitors

If your landing page isn't converting leads and your email campaigns don't bring in significant results, something might be wrong with your copy. Even if it's relatively easy to find talented writers these days, businesses are still making the same mistakes over and over again. Here are 5 copywriting mistakes you're probably making together with tips to help you fix them to deliver compelling copy for your product and boost your bottom line.

1. You don't really understand your audience

It's hard to address people you don't really know in your copy. How are you supposed to convince them to follow your call-to-action if you have no idea about their preferences, needs, or pain points? Before crafting your copy, you need to have a full understanding of your visitors. Specifically, you should look into which stage of the buying cycle they're…

When writing content for your website, blog, or newsletter, should you aim for brevity or go in-depth?

I’d dump Q and maybe J. Because if attention spans continue shrinking, we’ll need to cut down the alphabet to make words shorter (shrtr). Given the online ADD epidemic, it surely makes sense to go short if you’re producing articles for a newsletter, blog or website? Not necessarily. If short was always the way, this blog would be dead. We just assume people won’t read long articles. The ADD problem has been hammered home so often that we hardly pause to think anymore. But it’s not that simple. Like everything online, the “ideal” content length depends on context: the ideal length is the one that says everything you need to say to get the right response. Not short. Not long. But what suits your needs and the audience you’re targeting. The…

These productivity and copywriting tools can help you take your content marketing to the next level

In a year in which content will reign supreme, it’s very important to differentiate yourself from tons of the material that is getting uploaded on the Internet every single hour. It’s important, but it is also very difficult. Your content has to shine, it has to entice, and it has to be beautiful. Now, when we say beautiful we don’t mean it as an invite to go out there and b-dazzle pieces of paper, charts and diagrams. One example of 'beautiful content' is well-researched and organized content that has a structure and a flow. Another example is richly illustrated content that speaks to visual learners; every writer who’s worked on content for an infographic knows that visuals can do wonders in getting the material to really shine. A page of content completely devoid of grammatical and…

How to Easily Cultivate Trust with Button Copy that Puts Your Audience’s Needs First

Marketers are busy and often juggle way too many responsibilities at once. Something’s gotta give, and sometimes it’s the button copy. It’s understandable, but when you skip this one detail, you create a very bad impression with your audience. By settling on generic button copy, you risk coming off as a lazy marketer who focuses on getting the lead or the sale instead of your customers’ wellbeing. Consequently, conversions suffer. So it’s time to rid the world of generic button copy.

If Your Button Copy is Good Ole “Sign Up”, “Send” or “Submit”

You’re probably not doing this on purpose, but I’m not gonna lie – it’s bad. When site visitors scroll through the page, a generic “submit” button doesn’t tell them a thing other than the fact you want something from them. Truth be told, they probably won’t even notice it,…

8 examples of CTAs that Should Inspire You to Assess Your Own and Make Some Changes

“If you build it they will click?” Not likely. Your visitors do not have some instinctive urge to click a button just because it is there. They have to want to click that button because there is some value in doing it. The questions to ask yourself are as follows: Have you created enough value or benefits? Is your CTA really “connected” to the conversion? Are you providing “no-risk” for clicking that button? Have you told the visitor exactly what to do? Have you established some form of urgency? Are your CTA’s taking advantage of the psychology of conversions? While no single CTA will probably meet all of these criteria, the more that can be incorporated, the better. Here are 8 example CTAs that are getting conversions, with an explanation of why they do.

Manpacks Wants You to Get Creative

Why you should pay attention to microcopy on your website and how to make it work

The great majority of advice for digital marketers and content writers is about how to write incredible landing pages, engaging content and killer headlines. And those things are incredibly important - don't get me wrong. But, the good web marketers know that there's a third category of text that's so tiny (literally) that most writers ignore it, yet so significant that it can help boost conversion rates and customer loyalty. It's microcopy. Those tiny snippets of words that ask people to fill out a form or tell them that there was an error. For those out there that think that microcopy doesn't matter consider this: microcopy is sometimes the only actual interaction between you and your readers/customers. It's where you ask your customers to fill something out, explain to them what went wrong and guide them on…

The essentials of writing excellent content

Are you beginning to wonder about how effective content writing is? Maybe you’ve written some outstanding pieces that received only a lukewarm response. All those long hours of research on problem solving for your niche, then writing, editing and polishing posts for a handful of shares. It’s a bit worrisome, isn’t it? That’s because there’s a popular misconception about writing great content. The actual writing of the content is only half of the formula for success. You can write absolutely brilliant posts that are on topic, providing top-notch solutions for your audience - but if you don’t have a strategy for how to consistently produce and market it, it’s not going to do you much good. So, today we’re going to focus on the entire picture, not just one segment of it. Let’s start with some of the primary elements of writing excellent content for small businesses, then cover…

Copywriting best practice: Opening Lines - How They Make Or Break

A good opening line draws you in. A bad one tells you to put the book down. Opening lines are the most important sentences a writer will put down in pen and paper. They are crucial for commercial success. If readers cannot go beyond an insipid opening line, they cannot reach the thousands of beautiful sentences that lie just beyond the first page. If a reader does not read, then the subsequent lines will virtually not exist. In a sentence, a good opening line leads to a strong literary start.

A must for commercial success

The start of any literary work begins with the first two lines and continues to the first two chapters. Agents and publishers read a work before readers do, and they are not afraid to cancel the novel if they find it uninspiring. Their most said excuses are: If readers…

4 quick tips for shorter, successful social updates

My dream is to open a clothing store for online marketers. So content marketers can wear t-shirts with the slogan "I repurposed this from a blog post". And copywriters will proudly declare "I kept it short".

Short is beautiful in the online world.

Though that's not quite correct. The right length for text depends on many factors. But if you can make your text shorter while communicating the same message, then that's a good thing.


Because you don't have a lot of time to capture attention and draw people into and through your text...whether it's a blog post or a product description, email copy or a sales page.

Cutting text down is a particular issue when you have a character limit or space is at a premium, such as with a Tweet or subject line. It's one of the many topics I cover in a new Smart Insights video…

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