Most copywriters are aware that their headlines are given only a few seconds to make an impression on the reader. And in those few seconds, the reader decides if they are going to continue reading the copy you’ve written, or move on to reading something else. It is the responsibility of the copywriter to make every effort to keep the reader’s interest in their copy. So, how do you create copy that grabs the reader’s attention and heightens their curiosity to encourage them to read more? Karon Thackston offers some examples of reformed headlines... 

What is Black Hat SEO? What types of sneaky SEO techniques do the search engines frown upon? At Big Oak Inc., we only engage in legitimate search engine optimization strategies that get results for our clients. However, we are aware of the underhanded tactics used by some SEO firms to try and manipluate search engine results, called Black Hat SEO. One of those tactics is keyword “spamming.” When a keyword is repeatedly used on a page so the search engines spiders will find it, but is not readable or makes no sense to the reader of the web page,... 

So many of us get so engrossed in trying to write copy that is fresh and inventive, and trying to meet deadlines and hit big picture goals, that we forget about the very basics that make marketing or SEO copy work in the first place. I found this handy little article by Laura Lake with five basic questions to ask yourself when doing any type of persuasive copy. It’s real basic stuff, but here’s a suggestion: before sending that well-polished draft to someone else in your organization for review, take 5 minutes to consider the questions she poses. Do... 

I’ve lately come across several articles written by other copywriters that I, quite frankly, have a major issue with. Clearly targeted toward small business owners with miniscule budgets, the articles that some of our fellow copywriters are crafting encourage John Q. Small Business Owner to write their own copy because it’s so incredibly “easy,” and good writing is just a matter of “practice” and misleads these poor souls into believing that writing is almost as easy and methodical as brushing your teeth. I doth protest.... 

There is no disputing the success of Apple Computer’s recent advertising campaign. If you don’t watch television, or you’ve been sleeping under a rock, here’s the basic premise of the campaign: A series of ads with two guys, standing side-by-side in front of a white background, talking back and forth - what could be more boring, right? But, leave it to Apple to make something this simple successful. There are many reasons these ads work, but there are three very basic marketing principles that make the campaign effective. And for the... 

Basic Guidelines for Any Web or Marketing Copy We’ve all been traumatized by tragic attempts at copywriting that left us wishing we’d never even bothered wasting our time reading it. Creating the stark opposite – copy that grabs, engages, entertains and informs the reader – is a craft that is improved over time. To become a Copywriting Jedi is to endure the process as you carefully learn the ways of the pen. And no Padawan, no matter how gifted, can escape the basic rules of good marketing copy. Effective copy is an important part of creating a... 

If you are new to SEO copywriting, it quickly becomes quite clear that writing for SEO is far more complicated than it seems. The SEO Copywriter’s Challenge First, there are many variables that you have to consider before you even START writing – you must keep in mind the company’s overall brand and marketing strategy, their targeted keywords, the article subject matter and the audience you are trying to reach all at the same time. Second, the article must be shaped around a topic that the target audience is likely to find interesting, whether your...