Top Copywriting Takeaways – PubCon 2007

MIHMORANDUM NO. 56 | December 10th, 2007Reader Comments (1)

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.

One Response to “Top Copywriting Takeaways – PubCon 2007”

  1. MiriamEllis says at

    Hi David,
    Doesn’t Brian sum that up beautifully? It’s hard to think of any project on which this basic formula wouldn’t work. Very nice.

    Glad you are back and blogging about all this! I’ve been waiting to see what you’ve taken away from the conference. Looks like good stuff.
    Miriam

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