Master the headline, and you master the page.

 

Course on how to write better headlines for content marketers

Any sales copywriter will tell you the headline is the most important element on the page.

If you don’t get the headline right, it doesn’t matter how good the rest of the page is, because nobody will read it.

Copywriters know this. And online content writers need to understand it too.

David Ogilvy, one of the greatest copywriters of the last century, used to say that once you have written the headline you have spent about 80 cents of every dollar your client will spend on that ad.

Put another way… 80% of your visitors read the headline, but only 20% will read the body of the page.

He made his observation about writing ads.

But you can say the same – and do the same math – when you look at the creation of content online.

Read the full post…

Use inspirational content to drive engagement and sales.

Mountain bike inspiration

With some product and service categories, we automatically expect marketers to inspire us.

For example, if we are being sold a weight-loss program, we expect to hear inspirational stories about those who have come before us.

We expect to see before and after photos, and to hear about how people’s lives are improved as they shed those extra pounds.

Weight-loss and wellness coaches help us succeed by inspiring us with positive messages and stories.

It’s what we expect.

But we can also create inspirational content for slightly less obvious categories.

Read the full post…

7 Blog post ideas for any small business.

Inside a bicycle store.

Most days in the summer months I go cycling for an hour or so after work.

And every few months I find myself at my local cycling store. Maybe for a new inner tube, some better gloves, or just to salivate over their high-end road bikes.

Over the years I have come to know the owner a little bit. And he knows I do marketing work.

Anyway, the last time I was there he was telling me that a business friend of his had suggested he create a blog for his store, and write a new post for it every week.

“But what would I say?” he asked me.

That made me smile, because I hear the same question from so many small business owners.

Read the full post…

Impress your clients – and earn more – with this simple Content Optimization Framework.

content marketing frameworkThere is a huge demand for quality web content.

The trouble is – for us writers – many, or maybe most companies have a nasty habit of low-balling us on price. They want great content, but don’t want to pay much for it.

When we tell them the content we write is worth more than they are offering, they may point us to sites like Freelancer.com, where they can find content writers for peanuts.

How can you break free from that kind of comparison?

Read the full post…

Earn more as a web content optimization expert.

content optimizationRecently I published a new course for online content writers and copywriters.

It’s called Web Content Optimization.

It’s a short, video-based course at a very low price point. And that means a lot of people not only got the course, but also completed it within two or three days.

And here’s the best part. People are already using what they learned to reposition themselves as optimization experts and charge higher fees.

Here’s what Steve Maurer had to say…

Read the full post…

3 Steps to making more money as a freelance content writer.

Integrated content marketing

Go to Freelancer.com and you’ll find hundreds of thousands of freelancers competing for millions of projects.

It’s a free-for-all marketplace, and there is a lot of downward pressure on pricing.

Companies know there will be a lot of people wanting to work on the projects they post, so they can sit back and wait for the right writer at the right price.

In many categories this becomes a race to the bottom, because freelancers know the only way they can compete is to keep their prices low.

One of the categories hit hardest by this downward pressure is content writing. And this pressure to write for peanuts isn’t confined just to sites like Freelancer.com. It’s industry-wide.

Read the full post…