Advice to “increase engagement” and “get more readers” can be cruel. “There’s nothing to writing. All you do is sit down at a typewriter and open a vein.” It’s not clear where this quote originated, but it’s been around for a while. I’ve also lost count of the number of…

How to add a human touch to your content creation (and when it’s best not to try). — Some years ago, a well-known marketing expert wrote about a lesson he’d learned when the doorbell rang. He was leading a webinar. His parents showed up for a visit earlier than expected. He couldn’t leave them standing outside in the cold. So he explained apologetically to the webinar attendees, rescued…

We write so much for marketing. Inevitably we start to lose the fire. You need sysems in place to flame up again. When I first started working online, I’d been writing professionally (in some capacity or other) for most of my adult life. Yet I was surprised to learn how…

Your website story influences whether you build a profitable website or end up with a pretty brochure. Many business owners are influenced by the stories they tell themselves. “I’m not supposed to be good at this. Ever since I can remember…” is one kind of story. “I’m a winner. I’ve…

Copywriting success depends on marketing elements beyond the copywriter’s control. — Like most copywriters, I ask clients for a testimonial after delivering the final copy. Usually, the clients are pleased with the copy and happy to comply. Every so often, a client says, “I want to wait and see if the copy gets results.” That’s a fair request, with a few…

Entrepreneurs brag about suffering and struggle. But is that what their followers admire most? Entrepreneurs often like to share a hero’s journey story along the lines of, “I’m not a natural. Nothing came easy for me. It’s all about work. Luck had nothing to do with it.” A recent article…

Content creation requires ideas that appeal to your audience and demonstrate credibility. When I first took a class in standup comedy, we talked about ways to develop new material. An experienced comic said, “Find what makes you mad. Turn it into jokes.” For instance, my Internet service died late one…

Entrepreneurs and independent professionals are usually surprised at the benefits they gain from a copywriting review. Get professional copy at a fraction of the cost of hiring a pro copywriter. A lot of entrepreneurs, solopreneurs, and independent professionals want to write their own websites, sales letters, landing pages, and lead…

Entrepreneurs can waste money with these 3 very common mistakes when seeking support for business growth. Why do projects get stalled when you’re working with a coach or consultant? Over the years I’ve been frustrated with clients who pay the full amount for a project, then get stalled and somehow…