John Caples was a legendary copywriter who also pioneered things like extensive research and copy testing. When I was a young copywriter I studied...
Advice from the Masters: John Caples
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Better Web Copy
5 tricks of the infomercial trade that will help you sell more
Infomercials don't get no respect Millions of us have bought billions of dollars worth of Veg-O-Matics, and Buttoneers and food dehydrators and...
Marketing copy: 6 questions to ask before you write a word
It doesn't matter how good your product or service is, if your marketing copy is bad. Here are six simple questions that will help you write the...
Marketing Copy: Identifying the Benefits
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...
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 Web Site and the Curse of Knowledge
Web sites take work. We spend a lot of time developing them and writing the copy. Then we throw the switch and assume that visitors will have an...
A Formula for Profit-Building Web Pages
If you're a copywriter or a marketing student, you've probably heard of the AIDA formula. The formula was originally created by advertising pioneer...
