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No. 56
December 10th, 2007

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Top Copywriting Takeaways – PubCon 2007

Unfortunately, I missed the first two presenters on this panel, Jill Whalen of HighRankings and Heather Lloyd-Martin of SuccessWorks, as I was attending a panel on CSS and HTML coding which proved a bit too basic for my skillset. But I’m extremely glad I made the effort to hear Brian Clark’s presentation, which laid out some very effective, easy-to-understand strategies.

Headlines have to be more compelling than just keywords—there has to be a hook or angle that makes them unique and emotionally appealing. Brian gave one example of the evolution of a great headline:

Create and Sell eBooks –> How to Create and Sell eBooks –> How to Create eBooks That Sell

Brian’s four tips for well-structured, “selling” copy, via Aristotle:

  • Opening
  • Empathy
  • Solution
  • Action

Heather followed up with some terrific tips of her own in the Q&A afterwards:

  • Buying is about emotion. One needs to create a lifestyle desire in writing compelling copy.
  • Don’t be a bad date.” Rather than just telling your visitors how great you are, back up your claims with third party awards and testimonials. Listen to your customers about what they’re looking for in your website.