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Latest Posts

When marketing stories are false and manipulative.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Martin emailed me and said.

“Nick, I have been reading your work for years and have a lot of respect for what you do. But stories? Almost every marketing story I read feels totally fake and manipulative. What gives?”

Fair enough. (I’m guessing he hasn’t taken my course on Selling with Stories.)

In part, I agree. Although I think Martin overstates things when he talks about EVERY marketing story being fake or manipulative. But I do get his point.

The two kinds of false stories that irritate me the most are…

Read the full post…

What’s the optimal number of words to have on a web page?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is a question from Holly who has taken my course on Web Content Optimization.

She asks, “I’m confused about all the different messages I get on the length of articles and posts. Are longer articles better? Is there an optimum length? Is there a point where content is too long?”

Good question. Complicated question.

A page, article or post can be optimized for a number of reasons…

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Can I use stories to sell my own services as a freelancer?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is a question from Colin who has recently completed my course on Selling with Stories.

He asks, “You talk a lot about using stories as a way to help companies connect with their customers and prospects. But how about us freelancers? Can we use stories too, to sell our own services?”

Absolutely you can.

And if I failed to address this in the course, that’s an oversight on my part.

I use stories myself.

Read the full post…

Should you add an emotional punch to every headline?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question came in from Sheila, who has taken my course on How to Write better Headlines.

Her full question was a little longer. She has taken other copywriting courses that emphasize the power of using emotions to drive sales.

So… should every headline tap into our emotions?

I’ll give that a qualified yes. But mostly without the “punch” part.

Some headlines are going to be primarily just informational and useful.

Read the full post…

Do I write the page’s headline first or last?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Great question from Lynn who is taking my course, How to Write Better Headlines.

The answer to whether I write the headline first or last is… yes.

I do both.

Let me explain. And this is the case whether I’m writing a page of content or a sales page. Same process.

Read the full post…

Can conversational copywriting be optimized for the search engines?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

An interesting question from Phillip, who took my course on conversational copywriting.

He wonders if using natural, plain-speaking and conversational language in your copy and content might be detrimental to optimizing for the search engines.

That’s a reasonable concern.

Five years ago I spent a lot more time focused on SEO and keyword optimization. Not so much today. But it’s still a factor when I build a new post or page.

To illustrate Phillip’s point, let’s look at how someone might optimize a text link for the term “cheap coffee maker”.

Read the full post…