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Article 9
When you offer a service, storytelling helps you sell yourself. When your story becomes the focus of your About Page, your story becomes your brand. Therefore you need to manage your story, just as...
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The Case of The Color Blind Marketer
Recently I was talking to a marketing pro – someone I really admire. We were talking about how different financial services stand out, based on their websites. I emailed over some links to three...
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Copywriters don’t bite their bullets. They write them.
To a copywriter, a bullet is a short sentence or phrase that communicates a promotional idea. Typically you see bullets highlighted with bullet points (small dots), as they would appear in a written...
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Website Copywriting For Professional Services Who Can’t Promise A “Win”
When I work on content strategy for lawyers, financial planners and other professional service businesses, they point out that they can’t promise their clients a “win.” Lawyers can’t promise they’ll...
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Content Strategy Tip: Write to an audience, not to a stereotype
Some time ago the Wall Street Journal featured an article called “The Andrew Luck Book Club.” It seems that Andrew Luck (the Stanford grad who justed retired from his job as QB for the Indiana Colts)...
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The Little Known Factor Behind Successful Service Business Branding
Are you struggling to stand out from the competition in a crowded marketplace? You probably know that it’s important to maintain a consistent message in all your content, whether in blog posts, sales...
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5 Reasons To Be Thankful For Copywriting
As Thanksgiving approaches, let’s take a moment of silence to be grateful that we have copywriting to augment our strategy, sales and yes, even our sanity! Happy holidays to all!
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Why Planning Gets Derailed (And It’s Not Your Fault)
I’ve just been re-reading a very good book on planning, The 12-week Year by Brian Moran. Brian’s premise is that we should focus on the next 12 weeks – not a whole year. He’s got other good ideas,...
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Website Development: From First Draft To Polished Client Magnet
Usually, when you’re stressed, the last thing you want to hear is, “Calm down.” Or, “Take a deep breath.” In fact, from what I’ve observed of serious fights on a bar floor or basketball court, those...
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How to hire a copywriter on a budget: run the numbers
Does this scenario sound familiar. You’ve gotten frustrated with writing content and considered hiring a copywriter. But then you discover copywriting is one of the most expensive services to...
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