Monday, July 31, 2023

9 Psychological Components to Supercharge Your Copy and Persuade Prospective Buyers

9 Psychological Moves to Persuade Customers

With the right choice of words and strategic phrases, you can trigger a customer to take action—whether it's making a purchase, contacting you, or scheduling a meeting. 

Visualize and Inspire

Help your customers envision themselves using your product or experiencing the benefits it offers. By engaging their senses and painting a vivid picture, you make the connection between your product and their desires even stronger. Engage their imaginations,

Poke Their Pain Points

Start by addressing the problems your customers face and highlighting the symptoms they experience. By connecting with their emotions, you can position your product as the ultimate solution, leading them to take action. Empathy can create a bond.

Embrace Urgency

Create a time-limited offer or exclusive deal that compels readers to act swiftly. By introducing a sense of urgency, you tap into the fear of missing out (FOMO) and motivate customers to seize the opportunity before it's gone. Time can motivate a decision.

Create a Common Enemy

Tap into the human desire for belonging and unity. Identify a common enemy or challenge, allowing your readers to rally behind your brand. Building trust and loyalty is easier when you share a common cause. People feel comfortable with people like themselves.

Social Proof is Key

Use the power of testimonials, reviews, and endorsements to build trust and credibility. Showcasing real-life experiences and positive feedback from satisfied customers reassures potential buyers, making them more inclined to take action. People trust recommendations from other people who have nothing to gain from the transaction.

Embrace the Yin and Yang

Balance positive and negative messaging to evoke specific emotions in your audience. Address their pain points while also highlighting the benefits and positive experiences your product offers. Find sweet spot without pushing too hard in either direction.

Activate Your Copy

Infuse your copy with energy by using active voice instead of passive voice. Active sentences are more persuasive and enhance processing fluency. Once you have their attention and interest, keep the momentum going.

Scarcity Sells

Highlight limited availability or low stock to create a sense of scarcity. By conveying that your product is in high demand or running out fast, you trigger the fear of missing out (FOMO again) and drive customers to take action. People like to win by getting something that is unavailable to others (in this case, those who waited too long).

Paint a Bright Future

Help readers visualize the positive outcomes they'll experience by using your product or service. By projecting a compelling future scenario, you inspire them to take action and make their desired outcome a reality. 

These 9 psychological components can help you create copy that converts. Remember to always keep your audience in mind, understand what motivates them, and craft your words accordingly. Use psychology to help them make a good decision: choosing the product/service you are offering. 

Saturday, July 29, 2023

A Lesson About Wealth

He came through the front door holding up a 20-dollar bill.

$20 bill

I was a teenager working behind the counter of a high-end gourmet food shop in suburban New York.

The only other person in the store was one of our better customers, a hedge fund manager who was well-known around town.

As the man holding the $20 approached the counter, he asked, "Do you have change?"

Before I could answer, the hedge fund manager said, "That is change."

Friday, July 28, 2023

The Reason Why

Copywriter Gary Bencivenga considers The Reason Why 

"The most persuasive tool in advertising."

 Gary Bencivenga, Copywriter
Gary Bencivega, one of the world's most successful copywriters

Here are his Three Reasons Why:

A reason why your product or service is better than other solutions.

A reason why your claim is true.

A reason why the reader should take action immediately.

If you offer 40% off the price, tell 'em why you’re doing that. Otherwise, the prospect might assume the product is faulty, unpopular, or outdated. 

For example, if you were to promote "We've reduced the price of all appliances by 30%" your prospect may think, "Hmmm, wonder what's wrong with that stuff?" 

If you give them a reason why such as "We need to clear out as much inventory as possible before our store remodel," then the prospect feels they can take advantage of a situation (as opposed to being taken advantage of).

HINT: Keep in mind the word "because" and every time you make a claim or ask the reader to take action follow it with a "because". Even if you don't actually write "because", it has triggered the reminder that you need to justify your claim or request for action.

Example: We've reduced the price of all inventory 40% through noon on July 14th BECAUSE we move into our new warehouse on July 15th and we don't want to pay to move the inventory.

NOTE: There is scientific evidence to support this hint:. A study (sometimes called the "Xerox Experiment") showed that when people said, "Excuse me, I have five pages to Xerox. May I use the copier?” they received a positive response of 60%.

When they said, "Excuse me, I have five pages. May I use the copier, because I'm in a rush?" they receive a positive response of 94%

Thursday, July 27, 2023

How To Be A Writer

Wanna be a writer?


Yes, get instruction.

Yes, get feedback.

But, most importantly, write.

A lot.

If you want to be a writer, write.

Wednesday, July 26, 2023

12 Effective Pricing Strategies for Maximizing Sales

12 Effective Pricing Strategies

Understanding the psychology behind pricing can significantly impact sales and revenue. Here are 12 powerful pricing strategies that can help you attract customers and drive business growth.

"Anchoring Effect"

By initially setting higher prices for your products, you can make subsequent prices appear more reasonable to customers. This technique leverages the tendency for individuals to rely heavily on the first piece of information presented to them when making a decision. For example, offering a hoodie at $50 followed by a T-shirt at $30 can create a perception of value for the T-shirt.

"Framing Effect"

Presenting prices in different ways can influence how customers perceive them. For instance, using terms like "monthly subscription" versus "annual subscription" can alter customers' cost perception. Experimenting with various framing techniques can help you position your prices more favorably to customers.

"Loss Aversion"

Tap into customers' fear of missing out on opportunities or potential losses by using phrases like "limited time offer" or "exclusive deal." People are more likely to act to avoid losses than to achieve gains. By highlighting the exclusivity or time sensitivity of your offer, you can prompt customers to make a purchase decision sooner. For example, announcing the upcoming launch of an exclusive collection of NFTs can create a sense of urgency.

"Odd-Number Pricing"

Odd-number pricing, such as $19.99 or $9.99, can make prices seem more affordable and appealing to customers. People tend to focus on the leftmost digits when processing prices, so setting prices just below a round number can create the perception of a better deal.

"Decoy Effect"

Introduce a slightly inferior but cheaper third option alongside your main product to make the main product appear more attractive. This strategy exploits the contrast effect, where customers tend to compare options relative to one another. For instance, presenting a main product at $150 and an inferior product at $130 can lead customers to perceive the main product as offering greater value.


Create a sense of urgency by emphasizing limited supply or time-sensitive deals. This psychological trigger motivates customers to act quickly, as they fear missing out on the opportunity. Use scarcity sparingly and ensure its authenticity. For example, promoting a limited-time offer of only 200 flat screen TVs available can drive immediate action.

"Perceived Value"

Rather than solely focusing on the price, emphasize the value your product or service brings to customers. Highlight the benefits, features, and unique selling points that differentiate your offering. By emphasizing the value customers will gain, you can make the price appear more reasonable. For instance, promote an automation system by emphasizing how it will enable customers to spend more quality time with their families.

"Price Bundling"

Encourage customers to spend more by offering related products or services at a discounted price when purchased together. This strategy leverages the idea of perceived value, making customers feel like they are getting a better deal. For instance, offering an iPad for $800 or an iPad and iPhone bundle for $1100 can incentivize customers to choose the bundled option.

"Payment Options"

Offer flexible payment options, such as financing or installment plans, to make your products more affordable to customers who may not have the funds to pay upfront. By spreading out the cost over time, you can overcome price barriers and expand your customer base. For instance, presenting a monthly price of $10.99 or a yearly price of $99.99 can make your product accessible to a wider range of customers.

"Dynamic Pricing"

Utilize dynamic pricing to adjust prices in real-time based on various factors such as demand, time of day, or customer segments. This strategy allows you to optimize pricing to maximize revenue and respond to market conditions dynamically. By leveraging data analytics and algorithms, you can set prices that reflect the perceived value of your product at any given moment. For instance, offering personalized discounts during low-demand periods or implementing surge pricing during peak hours can help you capture additional revenue while satisfying customer preferences.

"Premium Pricing"

Higher prices can create a perception of luxury, exclusivity, and quality. This strategy attracts customers who desire premium experiences and are willing to pay a premium price for them. Highlight the superior features, craftsmanship, or exclusivity of your product to justify the higher price. For example, if your competition sells a similar product for $8.99, positioning your product at $15.99 can convey a sense of exclusivity and quality.

"The Goldilocks Effect"

Provide customers with a moderate number of options to avoid overwhelming them. Too few choices can limit customers' perceived freedom, while too many choices can lead to decision fatigue and indecision. Find the right balance by offering a few well-curated options that cater to different preferences and price points. For example, presenting three different offers with low, medium, and high prices can help customers make a more confident and informed decision.

By incorporating these 12 powerful pricing strategies into your business, you can effectively influence customers' perceptions, boost sales, and drive revenue growth. Remember to experiment, analyze customer responses, and adapt your pricing strategy accordingly to find what works best for your specific market and audience.

Tuesday, July 25, 2023

And More

I handed him the story and waited.

I could see his eyes moving back and forth. Line by line.

I held my breath.

I was a journalism student. Verne Edwards was my professor.

Verne Edwards (1924-2019)
Verne Edwards (1924-2019)

He was tough yet fair and I was hoping to please him with the news story I had written. And rewritten multiple times with the goal of getting his approval. And to avoid his dreaded "Red F".

Without making a move for his red pen, he looked up from the paper.

“You have everything you need, and more, in the first two paragraphs,” he said.

I slowly released my breath.

“I need you to cut the more.”


Another lesson from Verne:

Monday, July 24, 2023

For the Dogs

 A dog food company set out to invent and market the best dog food in history.

Dog and Dogfood - A Marketing Story

They made sure the food was the most nutritional available, addressing all aspects of a dog's health from digestive tract to circulatory system to vision to dental and everything in between.

They invested in packaging that was psychologically appealing to dog owners, paid slotting fees for the best positions at retail, priced it competitively, and ran a huge advertising campaign.

The product flopped.

After scrutinizing the project to find where a mistake could've been made, they discovered something overlooked by the experts ... the one flaw that killed the project:

Dogs wouldn't eat it.

Customers buy for their own reasons

Saturday, July 22, 2023

Life Lessons from a Dying Steve Jobs

Life Lessons from a Dying Steve Jobs

Steve Jobs died of pancreatic cancer. 

He was 56 years old and had amassed a fortune of $7-billion. 

These are statements attributed to him as his "last words".

At this moment, lying on the bed, sick and remembering my whole life, I realize that all the recognition and wealth I have is meaningless in the face of imminent death.

You can hire someone to drive your car, earn money for you—but you can't hire someone to carry the illness for you.

As we get older we get smarter, and we slowly realize that whether the watch is worth $30 or $300 – both show exactly the same time.

He was also given credit for offering these "five undeniable facts" as he faced the end of his life:

  1. Do not educate your children to be rich. Educate them to be happy. So when they grow up they will know the value of things and not their price.

  2. Eat your food as medicine, otherwise you will have to eat your medicine as food.

  3. The one who loves you will never leave you, even if he has 100 reasons to give up. He will always find one reason to hold on.

  4. There is a big difference between being human and being humane.

  5. If you want to go fast - go alone! But if you want to go far - go together.

Wealth, like life is fleeting, do your best with what you have.

Jobs didn't say that. I just did. And, although it has been said before, it's still a phrase to consider whether your bank account is substantial or your coffers are empty.

On a side note, as someone who has experienced both robust and anemic bank balances, it's easier to contemplate such thoughts when you have the former. In the words of Sidney Sheldon, "Being poor is only romantic in books".



NOTE: The fact that Jobs might not have said these things on his deathbed doesn't make them any less worthy of consideration. According to The Guardian: Jobs, who once memorably described death as "very likely the single best invention of life", departed this world with a lingering look at his family and the simple, if mysterious, observation: "Oh wow. Oh wow. Oh wow."

Friday, July 21, 2023

Forty Words to Breathe Life into Your Copy

Forty Words to Breathe Life into Your Copy

These words that can help capture attention and emotion when used in hooks (to grab attention), in body content (to hold attention) and in CTAs (to drive action):









































Remember, the key to effective copywriting is to use these words strategically and in alignment with your target audience and the product or service you're promoting.

Be aware that some of these words might be overused in your niche or industry. If that’s the case, don’t use ‘em or instead of making your copy stand out, they'll make your copy blend in.


Thursday, July 20, 2023

View from a sidewalk café. Amsterdam. (Part 4)

 People walking with determination. A purpose. Somewhere to be.

I’ve reached my destination. My only purpose to be where I am.

Amsterdam Cafe - Scott Frothingham

Three generations. Taller as they get younger. The matriarch, whose hair is losing the battle against grey, presents as tired but calm. The other bookend, the younger generation. Her eyes darting back and forth to take in every detail or to find something of interest. In the middle, daughter and mother. Her expression remote, thinking about what she’d be doing if she weren’t walking towards Dam Square.

The seagull eyes the piece of discarded pastry claimed by a furiously pecking pigeon. The pigeon puffs up. The seagull lunges. The pigeon swallows its pride, choosing flight over fight. The seagull swallows its prize.

She’s startled by the sound of the can she inadvertently kicked across the cobblestones. She kicks at it again. This time on purpose. Misses. Shrugs. Moves on.

A large Adidas logo shin tattoo is repeated on the calf. Thick lines circle the leg above and below the logos. The foot that belongs to this leg is securely tied into a Nike shoe.

The teenager carrying the plant in protective hard plastic displays none of the enthusiasm of the plant’s bright violet flowers. He plods forward. Blank stare. Maybe counting his steps has his little sister offers an unrelenting monologue in machine gun Spanish.

The hair on his upper lip is long and has been coiffed into giant curls extending both left and right from his cheeks. It must inhibit eating, drinking, and maneuvering through narrow spaces. Mask mandates must’ve been his worst nightmare.

Two comfortably lethargic huskies stroll by unaccompanied. A few steps behind appears a man holding unattached leashes. Following him another huskie. A pack of sorts.

In all likelihood, the Mickey Mouse rolling a joint T-shirt is not Disney approved.

The illustrated woman stops for a smoke. Her balaclava of tattoos leaves her face the only undecorated skin on her shaved head.

The delicate white parchment skin of the old man’s face topped with jet black hair gives the impression of a vampire using a walker.

Stopping abruptly, he pats his pockets. Chest. Side. Back. Slight panic. Chest. Side. Back. Relaxes when the sunglasses are discovered on his head.

The curly-haired dog seems quite relaxed in the baby carrier strapped to the stocky woman’s chest. The pup is bigger than the typical “carry around K9". The woman turns her round, yellow-lensed sunglasses towards me, smiles, and says, “Hi.” She smiles and says, Hi” to everyone she passes. The dog is uninterested in greeting people and just pants contentedly.

A window washer addresses each 15-foot-high display window with expertise clothed in calm efficiency. One day I’ll write the way he cleans glass.


View from a sidewalk cafe. Amsterdam
Part 2

View from a sidewalk cafe. Amsterdam
Part 3

Wednesday, July 19, 2023

Red Cons

 As I drag the razor over my stubble, I think about Tommy Perta.

Tommy's dead. Has been for over 30 years.

But I still think about him.

Tom Perta 1973
Tom Perta

In high school, a bunch of us were staying at a friend's house on Cape Cod.

Tommy walked into the bathroom as I was dabbing shaving cream on my face and said, "Mr. Frothingham! Were you never taught to shave properly?"

"Um ..."

"Let me show you."

And he did.

And I still follow his instructions. 

I wish I'd known him better then.

I wish he were around to get to know now. 

I remember him as kind. And funny. And creative. And gentle. And sensitive. A good soul. 

I remember his endearing childlike attitude.

He was a unique individual then and can't imagine him different today. Just older and wiser. I don't think the world could've beaten those qualities into submission.

I'm sure I could learn a lot from him now ... like some of the stuff he taught me then (aside from how to shave properly):

  • Red Converse Chuck Taylors are an appropriate footwear choice for any occasion.

  • If it looks like it could stay in place for a few seconds, put it on your head and assume the world accepts it as a hat.

  • Exaggerated fake shock is always a funny way to react to off-color or controversial statements.

  • If there's a banana in reach, hold it to your face like a phone and say, "Hello?"

These might sound buffoonish, but in Tommy's hands they were delightfully natural and honest. Without pretense. Just his way of letting out his inner child ... and coaxing out other inner children to come out and play. 

Not many people could pull that off.

Tommy did.

Tuesday, July 18, 2023

The Power of Connecting with People in Copywriting

 Copywriting: The Power of Human Connection

Copywriters hold a unique position in the world of marketing and communication. They have the ability to bridge the gap between brands and their target audience, crafting compelling messages that resonate with readers. To truly connect with readers, successful copywriters understand the importance of viewing them as individuals rather than mere consumers. They recognize that behind every click, scroll, or purchase, there is a person with hopes, fears, and emotions. Here are 5 reasons why connecting with people is a critical skill for copywriting success.

Humanizing the Communication Process

By viewing readers as humans, copywriters humanize the entire communication process. They acknowledge that readers are not just statistics or data points but individuals with unique experiences, perspectives, and desires. This perspective allows copywriters to approach their craft with empathy and understanding. They can tap into the emotions, needs, and aspirations of their audience, creating copy that truly resonates with them. When readers feel seen, heard, and understood, they are more likely to engage with the copy, forming a genuine connection with the brand.

Speaking Directly to Reader's Needs

Connecting with people enables copywriters to speak directly to the needs and desires of their audience. By understanding the pain points, challenges, and aspirations of their target market, copywriters can craft messages that address these specific needs. They can highlight the benefits and solutions that their product or service offers, providing value and relevance to the reader. When copywriters connect with people on a deeper level, their words become more than just marketing jargon; they become a guiding light that offers solutions and inspires action.

Fostering Genuine Engagement

Copywriters who connect with people foster genuine engagement with their audience. They go beyond surface-level marketing tactics and delve into the realm of storytelling and emotional connection. They understand that building trust and establishing an authentic relationship with the reader is paramount. By tapping into the reader's emotions, aspirations, and values, copywriters can create copy that sparks genuine interest, captures attention, and encourages meaningful interactions. This connection lays the foundation for building a loyal and engaged community around the brand.

Tailoring the Copy to Individual Preference

 Successful copywriters understand that connecting with people means recognizing and respecting individual preferences. People have different communication styles, preferences, and cultural backgrounds. Copywriters who are skilled at connecting with people can adapt their writing style and tone to accommodate these differences. They understand the importance of cultural sensitivity, inclusivity, and tailoring the copy to suit the specific target audience. By doing so, they create an inclusive environment where readers feel understood, valued, and appreciated.

Establishing Meaningful Connections

At its core, copywriting is about establishing meaningful connections. It's about creating a bond between the brand and the reader that goes beyond transactional relationships. Copywriters who excel at connecting with people can evoke emotions, spark curiosity, and inspire action through their words. They know how to tap into the shared experiences and values that unite us as humans. By creating copy that resonates on a deeper level, they forge lasting connections that extend beyond the initial interaction, fostering brand loyalty and advocacy.

To Sum Up: Connecting with people is an essential skill and trait for successful copywriters. By recognizing the humanity behind every reader, copywriters can craft messages that go beyond transactional marketing and establish genuine connections. When copywriters view readers as individuals with hopes, fears, and emotions, they can create copy that speaks directly to their needs, fosters engagement, and establishes meaningful relationships. Treat prospects like intelligent human beings with feelings, not purses to be emotionally shaken until the cash falls out.


Connecting with people is just one of many skills and traits that have been identified as essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

Monday, July 17, 2023

The Power of Adaptability to Voice and Tone in Copywriting

The Power of Voice &Tone in Copywriting

Successful copywriters understand the importance of adapting their writing style and tone to match different brand personalities and target audiences. They are able to seamlessly shift their voice and tone to effectively communicate with diverse audiences and represent various brands. Here are 5 examples of why adaptability to voice and tone is a critical skill for copywriters and how it enhances the overall success of their work.

Creating Consistent Brand Identities

Adaptability to voice and tone allows copywriters to create consistent brand identities across different platforms and marketing materials. Each brand has its unique personality, values, and target audience. Copywriters who can adapt their writing style and tone to align with the brand's identity ensure that the messaging remains consistent across various touchpoints. Whether it's a playful and informal tone for a youth-oriented brand or a professional and authoritative voice for a B2B company, adaptability helps maintain the brand's image and effectively resonate with its intended audience.

Engaging Different Target Audiences

Copywriters encounter a wide range of target audiences throughout their careers. From millennials to seniors, from tech-savvy individuals to niche industry experts, each audience requires a tailored approach. Adaptability to voice and tone enables copywriters to engage with different target audiences effectively. By understanding the preferences, motivations, and communication styles of diverse groups, they can adjust their writing style and tone to speak directly to the intended audience. This adaptability fosters a connection, builds trust, and increases the likelihood of audience engagement and conversion.

Reflecting Brand Values and Messaging

Adaptability to voice and tone ensures that copywriters accurately reflect a brand's values and messaging. A brand may have different product lines or target various segments within its overall audience. Each segment may require a slightly different approach. Copywriters who can adapt their voice and tone accordingly ensure that the messaging aligns with the brand's core values and resonates with each specific segment. This adaptability allows brands to effectively communicate their unique selling points and benefits, ensuring a cohesive brand experience for all customers.

Adapting to Different Communication Channels

Copywriters need to adapt their voice and tone to suit different communication channels. From social media platforms to websites, blogs, email newsletters, and more, each channel has its own conventions and requirements. Adapting the writing style and tone to match these channels allows copywriters to create content that is tailored to the platform and optimizes audience engagement. Whether it's crafting concise and attention-grabbing copy for social media or providing in-depth information for a blog post, adaptability ensures the copy is well-suited to the medium and effectively reaches the target audience.

Evolving with Changing Trends and Preferences

The world of marketing is dynamic, with trends and preferences constantly evolving. Copywriters with adaptability to voice and tone can easily adjust their writing style to stay relevant. They stay informed about industry trends, shifts in audience preferences, and changes in communication styles. By continuously evolving their writing approach, they ensure their copy remains fresh, engaging, and resonates with the ever-changing landscape of the target audience.

To Sum Up: Adaptability to voice and tone is a critical skill for copywriters who aim to create impactful and successful copy. By tailoring their writing style to match different brand personalities, target audiences, communication channels, and evolving trends, copywriters can effectively engage with diverse audiences and maintain consistent brand identities. Embrace the power of adaptability in your copywriting. By adapting our voice and tone, you can craft copy that not only speaks directly to your target audience but also aligns with the values and messaging of the brands you represent.


Adaptability to voice and tone is just one of many skills and traits that have been identified as essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

Sunday, July 16, 2023

The Power of Cross-Channel Integration in Copywriting

The Power of Cross-Channel Integration in Copywriting

Successful copywriters understand the importance of cross-channel integration. They recognize that effective copy goes beyond individual marketing channels and extends its impact by seamlessly integrating messaging across multiple platforms. Here are 5 examples of why cross-channel integration is a critical skill for copywriters and how it enhances the overall success of marketing campaigns.

Consistency in Brand Messaging

Cross-channel integration ensures consistency in brand messaging. Copywriters who are skilled at integrating messaging across different channels create a unified brand voice and identity. Whether it's social media, email marketing, website content, or offline materials, the copy resonates with the same tone, values, and messaging, providing a cohesive and memorable experience for the audience. Consistency builds brand recognition, trust, and reinforces key brand attributes, strengthening the overall impact of the marketing efforts.

Amplifying the Reach and Impact

Cross-channel integration allows copywriters to amplify the reach and impact of their messaging. By strategically aligning copy across various channels, they can engage with a broader audience and increase the chances of reaching potential customers wherever they are. For example, a consistent message shared on social media, website content, and email newsletters creates multiple touchpoints, ensuring that the message is seen by different segments of the target audience. This amplification of reach enhances brand visibility, increases brand recall, and maximizes the potential for conversion.

Enhancing Customer Experience

Cross-channel integration plays a crucial role in enhancing the customer experience. By integrating messaging seamlessly, copywriters create a smooth and cohesive journey for the audience. When customers encounter consistent messaging and branding across different channels, it creates a sense of familiarity, trust, and professionalism. This seamless experience makes it easier for customers to navigate through the sales funnel, reinforces their positive perception of the brand, and ultimately increases the likelihood of conversion and customer loyalty.

Leveraging Channel-Specific Strengths

Each marketing channel has its unique strengths and characteristics. Cross-channel integration allows copywriters to leverage these strengths effectively. They adapt their copy to suit the specific requirements and preferences of each channel, optimizing its impact. For example, the copy for social media may be concise and engaging, while website content may provide more detailed information. By tailoring the copy to the strengths of each channel, copywriters can maximize the effectiveness of their messaging and engage with the audience in a way that resonates most effectively.

Tracking and Measuring Performance

Cross-channel integration enables copywriters to track and measure the performance of their messaging across different channels. By integrating tracking mechanisms, such as UTM parameters or specific tracking codes, they can gain insights into how their copy is performing in different contexts. This data allows them to analyze the effectiveness of their messaging, identify strengths and weaknesses, and make data-driven decisions to optimize future campaigns. By understanding the impact of their copy across various channels, copywriters can refine their strategies, improve engagement, and drive better results.

To Sum Up: Cross-channel integration is a critical skill for copywriters who aim to create impactful and successful marketing campaigns. By maintaining consistency in brand messaging, amplifying reach, enhancing customer experience, leveraging channel-specific strengths, and tracking performance, copywriters can create a seamless and effective journey for their audience. So, let us embrace cross-channel integration as an integral part of our copywriting approach. By integrating messaging across various channels, you can maximize the impact of your copy, increase brand recognition, and drive meaningful engagement with your target audience.


Cross channel integration is just one of many skills and traits that have been identified as essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

Saturday, July 15, 2023

The Importance of Cultural Awareness in Copywriting

 The Importance of Cultural Awareness in Copywriting

Successful copywriters understand that cultural awareness is not just a nice-to-have trait but an essential skill. Copywriters who possess cultural awareness can adapt their writing to resonate with diverse audiences and effectively communicate their message across different cultural contexts. Here are 5 examples of why cultural awareness is a critical skill for copywriters and how it contributes to creating impactful and inclusive copy.

Sensitivity to Diverse Cultural Backgrounds

Copywriters with cultural awareness have a deep understanding and appreciation of different cultural backgrounds. They recognize that language, customs, values, and beliefs can vary significantly from one culture to another. By acknowledging and respecting these differences, copywriters can tailor their messaging to resonate with specific target markets. This sensitivity helps them avoid cultural insensitivity or misunderstandings that could otherwise alienate or offend their audience.

Adapting Copy for Different Target Markets

Cultural awareness enables copywriters to adapt their writing style and tone to suit different target markets. They consider the cultural nuances, preferences, and communication styles of each audience. By employing cultural insights, such as local idioms, references, or imagery, copywriters can create content that feels familiar, relatable, and authentic to the target audience. This adaptability ensures that the copy resonates deeply, establishes a connection, and engages readers on a cultural level.

Embracing Inclusivity

Inclusive copywriting is not just about appealing to a wider audience; it is about fostering a sense of belonging and respect for all individuals. Copywriters with cultural awareness strive to create inclusive content that embraces diversity and avoids stereotypes or biases. They understand that a diverse audience has varied experiences, perspectives, and needs. By acknowledging and celebrating these differences, copywriters can create copy that is inclusive, representative, and appeals to a broader range of readers.

Trend Awareness

Cultural awareness goes hand in hand with trend awareness. Successful copywriters stay up-to-date with current trends, cultural references, and industry developments. They recognize that cultural trends can influence consumer behavior, preferences, and expectations. By keeping a finger on the pulse of popular culture, copywriters can infuse their copy with timely references and relevant messaging that resonates with their target audience. This awareness ensures that the copy remains fresh, engaging, and aligned with the evolving cultural landscape.

Avoiding Miscommunication and Offense

Cultural awareness plays a crucial role in preventing miscommunication and avoiding offense. Copywriters who understand cultural sensitivities are less likely to inadvertently use language or imagery that may be misunderstood or considered inappropriate. They are mindful of potential cultural taboos, religious sensitivities, or social norms that could impact the reception of their copy. By exercising cultural awareness, copywriters can build trust, foster positive brand perceptions, and avoid any unintended negative impact on their clients or their audiences.

To Sum Up: Cultural awareness is an essential skill for copywriters in today's diverse and globalized world. By being sensitive to diverse cultural backgrounds, adapting their copywriting to resonate with different target markets, staying trend-aware, and promoting inclusivity, copywriters can create content that speaks directly to their audience, fosters connections, and drives engagement. Embrace cultural awareness as an integral part of your copywriting toolkit. By understanding and appreciating cultural diversity, you can create copy that transcends boundaries, speaks to the hearts and minds of your readers, and leaves a lasting impact.


Cultural awareness is just one of many skills and traits that have been identified as essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

Friday, July 14, 2023

Unleashing the Power of Creative Problem-Solving: A Must-Have Skill to be a Successful Copywriter

 Successful Copywriters are Creative Problem Solvers

Copywriters are not just wordsmiths; they are problem-solvers. Challenges and obstacles are a common occurrence in the marketing field and it’s the ability to think creatively and find innovative solutions that sets successful copywriters apart. Here are 8 examples showing how the critical skill of creative problem-solving empowers copywriters to overcome obstacles, deliver exceptional work, and thrive in the dynamic landscape of copywriting.

Tackling Limited Information

Copywriters often encounter situations where they have limited information about the product, service, or target audience. Creative problem-solving allows copywriters to bridge these knowledge gaps by conducting thorough research, asking the right questions, and seeking input from subject matter experts. They can think critically, connect the dots, and uncover valuable insights that help them craft compelling copy that resonates with the audience.

Navigating Tight Deadlines

Tight deadlines are a reality for copywriters, especially in the fast-paced world of marketing and advertising. Creative problem-solving skills enable copywriters to find efficient ways to manage their time, prioritize tasks, and meet deadlines without compromising the quality of their work. They can think outside the box, break down complex projects into manageable steps, and explore creative strategies to work more effectively and efficiently.

Crafting Compelling Solutions

Problem-solving skills allow copywriters to think creatively and develop compelling solutions in their copy. They can present the product or service as the answer to the audience's challenges, emphasizing how it can solve their problems or improve their lives. Copywriters with strong problem-solving abilities can showcase the benefits, features, or case studies that illustrate how the offering can provide real solutions. By articulating these solutions effectively, copywriters can capture the attention of their audience and motivate them to take action.

Addressing Objections

Every potential customer has objections or concerns before making a purchasing decision. Copywriters with excellent problem-solving skills anticipate and address these objections in their copy. By understanding the potential barriers to conversion, they can proactively provide reassurance, overcome objections, and instill confidence in the audience. Skillful copywriters use persuasive language, testimonials, or guarantees to alleviate concerns and encourage the audience to take the desired action.

Adapting to Industry Challenges

Problem-solving skills also help copywriters navigate the ever-evolving landscape of their industry. They can identify challenges or trends that impact their target audience and adapt their copywriting strategies accordingly. By staying informed and agile, copywriters can proactively address emerging problems or changing customer needs through their copy. This adaptability ensures that the copy remains relevant, effective, and impactful in a dynamic and competitive market.

Handling Complex Topics

Some copywriting projects involve complex or technical topics that may seem daunting at first. Creative problem-solving skills empower copywriters to break down complex concepts into digestible pieces of information. They can simplify jargon, find relatable analogies, and use storytelling techniques to engage the audience and make complex topics more accessible and understandable.

Adapting to Changing Requirements

In the ever-evolving world of marketing and advertising, copywriters often face changing requirements and unexpected shifts in project scope. Creative problem-solving allows copywriters to adapt and pivot their approach quickly. They can think on their feet, explore alternative angles, and find creative solutions that align with the new requirements. Their ability to embrace change and think outside the box ensures that they deliver impactful copy that meets the evolving needs of the project.

Collaborating Effectively

Copywriters often collaborate with various stakeholders, such as designers, marketers, and clients. Creative problem-solving skills foster effective collaboration by encouraging open-mindedness, flexibility, and a willingness to explore different perspectives. Copywriters can actively contribute to brainstorming sessions, propose creative ideas, and collaborate seamlessly with the team to find the best solutions that align with the project's goals and objectives.

To Sum Up: Creative problem-solving is an indispensable skill and trait for successful copywriters. It equips them with the ability to navigate tight deadlines, tackle limited information, handle complex topics, adapt to changing requirements, and collaborate effectively. By embracing creative problem-solving, copywriters can overcome obstacles, find innovative solutions, and deliver high-quality work that meets the unique needs of each project. In the ever-evolving landscape of copywriting, creative problem-solving enables copywriters to thrive, rise above challenges, and consistently deliver exceptional results.


Problem solving skills are just part of the Copywriter’s toolbox essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

Thursday, July 13, 2023

A Key Skill for Copywriting Success: Separating Features from Benefits

How Copywriters Work with Features & Benefits

One of the primary skills that separates the experienced copywriters from the newbies is the ability to separate features from benefits. While features describe the characteristics of a product or service, it is the benefits that truly captivate and persuade consumers. Here are 5 examples of why separating features from benefits is a crucial skill for copywriters and how it enables them to effectively communicate the value proposition to their target audience.

Understanding the Difference

Successful copywriters understand that features are the tangible attributes of a product or service, while benefits focus on how those features enhance the lives of customers. By delving deeper and uncovering the underlying value that features bring, copywriters can create compelling narratives that resonate with their audience's needs, desires, and aspirations.

Identifying Customer-Centric Benefits

Successful copywriters go beyond listing product features and dig into the real-world impact and value those features provide to customers. They put themselves in the shoes of their target audience, identifying the specific benefits that address their pain points or fulfill their desires. By understanding the emotional and practical benefits, copywriters can craft persuasive messages that speak directly to the audience's needs and motivations.

Communicating the Value Proposition

By separating features from benefits, copywriters can effectively communicate the value proposition of a product or service. They highlight how the features translate into tangible advantages and outcomes for the customers. By articulating the benefits in a clear and compelling manner, copywriters help their audience understand the unique value that the offering brings and why it is the perfect solution for their needs.

Building a Connection

Copywriters who master the art of separating features from benefits create copy that connects with the audience on a deeper level. By focusing on the benefits that resonate with the target market, they tap into the emotions and desires of customers, fostering a sense of connection and understanding. This connection builds trust, credibility, and ultimately increases the likelihood of conversion.

Differentiating from Competitors

In a competitive marketplace, separating features from benefits allows copywriters to showcase what makes a product or service unique and superior to competitors. By highlighting the distinct benefits that set it apart, copywriters can position the offering as the ideal choice for customers. This differentiation helps create a compelling argument for choosing one product over others in the market.

To Sum Up: The ability to separate features from benefits is a key skill that successful copywriters possess. By understanding the distinct advantages that features provide and effectively communicating the value proposition, copywriters can engage their target audience, build connections, and persuade consumers to take action. This skill enables them to craft copy that resonates with customers' needs, addresses their pain points, and ultimately drives conversions. 


Separating features from benefits is just one of many skills and traits that have been identified as essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

Wednesday, July 12, 2023

The Power of Listening: A Crucial Skill for Successful Copywriters

The Power of Listening Skills for Copywriters

In copywriting, where words hold immense power, the ability to listen is an often-underestimated skill that separates the best from the rest. Successful copywriters understand the significance of active listening and its impact on their work. Here are 5 examples of why listening skills are critical for copywriters and how they contribute to the creation of effective and impactful copy.

Understanding Client Needs

One of the primary reasons why listening skills are vital for copywriters is their role in understanding client needs. When copywriters actively listen to their clients during briefings, they gain a comprehensive understanding of the project requirements. By paying attention to client expectations, goals, and desired outcomes, copywriters can craft copy that accurately reflects the client's vision and meets their objectives. Effective listening helps establish a strong foundation for collaboration and ensures that the final copy aligns with the client's needs.

Grasping the Target Audience

Listening skills also extend to understanding the target audience. Copywriters who listen attentively to client discussions or conduct thorough research can gather valuable insights about the intended readership. By listening to client descriptions or studying target audience demographics, copywriters can develop a deep understanding of the audience's preferences, pain points, and motivations. This knowledge enables them to create copy that speaks directly to the audience, resonates with their needs, and ultimately drives engagement and action.

Asking the Right Questions

Active listening goes hand in hand with asking the right questions. Successful copywriters know that listening is not a passive activity but an opportunity to seek clarification and gather additional information. By asking relevant questions, copywriters can fill in any gaps, gain a clearer understanding of the client's expectations, and uncover key details that enhance the effectiveness of their copy. Thoughtful and strategic questioning allows copywriters to delve deeper into the client's vision and ensures that their final work is aligned with the desired outcomes.

Enhancing Collaboration

Listening skills play a pivotal role in fostering effective collaboration between copywriters and their clients or team members. When copywriters actively listen to feedback, suggestions, or insights from others, they create an environment of open communication and collaboration. By truly hearing and considering the input of others, copywriters can refine their ideas, incorporate valuable feedback, and ultimately produce copy that meets or exceeds expectations. Strong listening skills facilitate a collaborative atmosphere that leads to better outcomes and stronger working relationships.

Precision and Accuracy

Copywriters with excellent listening skills are more likely to deliver precise and accurate copy. By attentively absorbing and interpreting information during client discussions or briefings, copywriters can capture the nuances, tone, and key messages that need to be conveyed. This attention to detail allows them to create copy that accurately represents the client's brand, voice, and objectives. Precise and accurate copy not only enhances the credibility and professionalism of the copywriter but also instills confidence in the client.

To Sum Up: Listening skills are a critical skill for copywriting success. By actively listening to clients, understanding the target audience, asking the right questions, enhancing collaboration, and delivering precise and accurate copy, copywriters can create content that resonates with readers and achieves the desired results. So, let us not underestimate the power of listening as we embark on our copywriting journeys. By truly hearing and understanding, we can transform ordinary words into extraordinary messages that captivate, inspire, and leave a lasting impact.


Listening skills are just part of the copywriter’s toolbox essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

The Parking Spot Next to the Front Door

“You could sell sawdust to a lumber mill,” said my boss as he threw his arm around Byron’s shoulders. The team applauded as Byron held up th...