Romance Your Customers with Some Seriously Practical Business and Marketing Advice

Happy Valentine’s Day! Or if you’re not a fan, Happy Fake Emotional Obligation Day! Whether you’re hunting down a table for two or have plans to binge on Russian Doll and cookie dough ice cream, we thought you might enjoy some business and marketing content to go with that. On Monday, Brian Clark talked about why the element of placebo informs so many of the stories we tell ourselves — including great marketing stories. On Tuesday, Jerod Morris shared ways to reduce the distractions that clutter up our thinking. (He has a tiny but potent hack for your phone that will probably take you about 15 seconds — I think it’s brilliant.) And on Wednesday, I looked at how smart writers can use content to guide their audiences through the buyer stages of awareness — all the way from casual acquaintance through to falling truly, madly, and deeply in love […]

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How to Use Content Marketing to Develop Your Audience’s Stages of Awareness

Last week, Austin wrote a post for us that quoted every copywriting geek’s favorite writer, Eugene Schwartz, and his classic insights on the five stages of buyer awareness. Schwartz observed that in order to sell with copy, we need to understand the stage of awareness of the people reading our advertisement. To recap, those stages are: Most Aware: Your prospect knows your product, and only needs to know “the deal.” Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for them. Solution-Aware: Your prospect knows the result she wants, but not that your product provides it. Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution. Completely Unaware: The person has no knowledge of anything except, perhaps, their own identity or opinion. If Eugene Schwartz had been able to use the communication technology that powers today’s content marketing, he would have gotten even […]

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15 Ways to Be a Wiser Content Marketer

It’s great to be smart. It’s wonderful to have clever strategies and tactics that help us do our work better. But sometimes, it’s also a good idea to think about how we can be wise. This week, we offered up 15 ways to be a wiser writer and content marketer. Jerod Morris started us off with seven steps to improve the quality of our thinking. We’ll be playing some more with this theme in the coming weeks, so keep an eye out. On Tuesday, Claire Emerson brought us three strategies to strengthen your relationships with clients so you (and they) can have a much happier experience. And on Wednesday, Copyblogger Certified Content Marketer Austin Mullins made his debut on the blog with a post on five things that successful copywriters do to make sure their well-crafted content gets the audience they deserve. Do you have all of these covered? Over […]

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Boost Your Professional Skills with Cilantro, Selling, and Social Media

This week, we had a flavorful collection of tools, tips, and techniques that will enhance your skills as a professional writer and marketer. On Monday, Stefanie Flaxman made the point that writing templates are a little bit like cilantro — some folks love them, and others run shrieking from the room crying out, “Gaaaaahhhhhh!” You don’t need to run shrieking. But you will benefit from learning how to use writing templates to save time and give your work structure, without getting into cookie-cutter territory. On Tuesday, Nick Usborne wrote about some of the tough (and valuable) lessons a copywriter can learn from selling something of their own. When you understand the complexity and stress of having skin in the game, you become a lot more passionate about the details that make for great copy. And on Wednesday, Jerod Morris swung by to talk about the four key functions we perform […]

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Are You Making These Authority-Crushing Mistakes with Your Content?

Throughout the years, Copyblogger has been here to give you lots of advice on what to do to improve your writing, your content marketing strategy, and your business results. But on this short week, we also offered some advice on things you should probably stop doing. (And, of course, ideas on how to fix them.) On Tuesday, Data Analyst Loryn Cole explored some of the tired content “mashup” formats that are worth leaving behind — and shared her ideas for replacing them with fresh, original work that adds to the conversation. And on Wednesday, I talked about why we need to quit thinking of writing blog posts or podcast scripts as a “soft” skill. If the content on your site is fluffy or lacks strategic focus, that isn’t content’s fault. I presented three measurable ways you can use content to drive real business results. (This post is the first of […]

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No, Content Marketing Is Not a ‘Soft Skill’

We tend to divide business writers into two types. “Hard” writers are the conversion copywriters. The gangsters, the ones who make businesses lots of money, because words are what drive sales on the web. And content writers, by contrast, too often get identified as soft. As in a “soft skill,” something that’s nice to have as long as budget permits and you’re not feeling too tough-minded this week. But that’s a dangerous mistake. Content writers, if we’re doing it right, make businesses lots of money, because words are what drive sales on the web. If the content on your site is fuzzy, fluffy, and just exists to make you feel good to be in business, I guess soft would be a fair word. But that’s not what content is great at. And none of us should settle for soft, fluffy content. Unleash your content badass Remember, on Copyblogger we caution […]

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A Plan for Mindful Growth and Bringing Fun Back to Your Writing Process

This week on Copyblogger, we’ve been talking with writer, designer, and entrepreneur Paul Jarvis about mindful growth for our business projects and organizations. Paul’s new book, Company of One, explores how we can be more intentional when thinking about the size of our businesses. On Monday, Stefanie Flaxman reminded us that bringing more enjoyment to our writing processes can result in work that brings more joy to our readers. She looked at three game-changing (and satisfying!) steps that can put us in the right mindset to put the most care into our content. On Tuesday, Paul Jarvis showed up to offer some of the benefits of keeping your business or project small. He presented ways that larger businesses — like big predators — can become vulnerable within their ecosystems. Paul’s book is also our next choice for the Copyblogger book club! If you’d like some company and conversation while you […]

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Our Book Club Selection for January: ‘Company of One’ by Paul Jarvis

It’s time for our first book club selection of the new year! Over in Copyblogger’s Killers and Poets Facebook Group, we get together and discuss useful books. It’s informal and a lot of fun, as we share insights and our favorite quotes or passages. This month, given our conversations this week with Paul Jarvis, it just made sense to make his new book Company of One our selection for January. (Or … January-ish. We like to keep things fluid.) 😉 “Staying small doesn’t have to be a stepping-stone to something else, or the result of a business failure — rather, it can be an end goal or a smart long-term strategy.”– Paul Jarvis Paul’s book is all about making more conscious choices around the size of our businesses. It’s so easy to get caught up in the notion that “bigger is always better,” but that isn’t always the case. Quoting […]

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24 Ways to Give Your Content an Eye-Opening Shot of Vitality

At this point in January, I like to think that the new year has just had its second cup of coffee. The holidays and those foggy first few days of the year are behind us. And our goals and intentions are starting to come into focus. But the desire to create exceptional work can sometimes lead to stress or even burnout. We want to avoid generic, lackluster content — but we can also use some routines and reminders to keep us on track toward The Good Stuff. This week, we covered 24 ways you can give your content a double-shot of vitality, without running yourself ragged. On Monday, Stefanie Flaxman got us warmed up with 7 routines to nurture and protect our creativity. On Tuesday, Kelton Reid refilled our cups with 12 ways to get from the sad emptiness of a blank page to the rewarding warmth of a first […]

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5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

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5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

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5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more

5 Timeless Ways to Earn Your Audience’s Time and Attention

Brian Clark wrote the words in that quote a few years ago, in a reply to a comment on this blog. Ouch. It’s not always very comfortable to face, but there’s no way around it. To succeed with content in 2019, you have to go beyond the ordinary. You have to rise well above the sea of thin, mediocre content that floods our inboxes and Facebook feeds. It’s our mission on Copyblogger — week in and week out — to help you accomplish that. Here are five ways I’ve found to create content that escapes invisibility — five ways to create content that’s worth seeing. #1. Cultivate an obsession with your audience Content and copy are written to serve audiences. And that means we have to get a little obsessed about who those audiences are — what they want, how they think, and the words they choose. This is an […]

Read more
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