People buy products and services to make progress of some kind. The progress is the benefit. Your copy will be more persuasive and more powerful if you write benefit-rich copy. In order to do that, you must be able to figure out what the benefits are. Questions to Ask about Your Product or Service The original version of » Read More
Tag: Web Copy
Web Sites: 2 things visitors want from you
When visitors come to your site, especially for the first time, they don’t care about many of the things that you care about. They don’t care about your long, distinguished history or fascinating life story. They may care about those things later, but not at first. First, they want to know what you can do for » Read More
Capture the questions
Answer their questions. Whether you’re writing a book or a blog or copy for your web site, questions are where great copy starts. Using questions to create great copy starts with capturing them. When people ask you a question, capture it immediately. You won’t remember later. Write it down or record it. When » Read More
What’s the “zero draft?”
I met Peter Drucker more than thirty years ago. I only met him that one time, but I picked up ideas and concepts and questions that I’m still using. One of them is the zero draft. The zero draft is what you write before the first draft. It’s the best way I know to discover how well you understand your ideas and » Read More