The rise of ad blockers is a warning about the future of selling online.

Ad blockers and bricked up windows

According to a recent report from PageFair, the use of ad blockers grew by 30% in 2016 alone.

By the end of 2016, there were over 615 million devices with ad blockers installed worldwide. 62% of those devices were mobile.

A couple of years ago it was only the nerds who were blocking ads. Now it’s gone mainstream. And it’s not just younger people who are doing this. The spread across age groups is surprisingly even.

This spells big trouble for both advertisers and the media sites that carry their ads.

The advertisers sense, quite rightly, that their ads are being viewed by fewer and fewer people.

And the websites that carry advertising as a core part of their revenue stream are facing an uncertain future.

So what’s happening here? Why the sudden surge in the use of ad blockers?

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My 19-year romance with conversational copywriting explained.

sunset message in bottle

I’m going to be writing quite a bit about conversational copywriting over the next few weeks.

So I thought it might be a good idea to first define what I mean, and give the term a little history and context.

I first began writing and talking about conversational copywriting way back in the late 1990s. In 1998 to be exact. Hence the 19-year romance.

I made the simple point that as the web is a two-way communications medium, shouldn’t we adjust our marketing and promotional language accordingly?

Traditional media, like TV, are one way. The advertiser gets to speak at you, but you can’t talk back to the advertiser through your TV.

The language of advertising developed accordingly. Advertising spoke at you, through TV, radio, magazine ads, bill boards and so on.

Then along came the web… a two-way communications medium. Huge change.

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3 Ways to attract quality inbound links to your website or blog.

backlinks and inbound links for websites

When it comes to attracting more traffic to your blog or website, everyone is all over search engine optimization, content marketing and social media.

These are the hot tickets.

Optimize for the search engines!

Spend more on content marketing!

Go viral through social media channels!

There’s nothing wrong with focusing on these three areas. They are all important.

But that doesn’t mean you should forget one other area of activity that is just as valuable to online marketers.

Link building.

Link building means attracting inbound links to your site from other relevant and high-value sites.

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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.

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Start your own business as an excuse to have more fun.

Fun snowboard business

Sounds crazy, right?

Starting a business isn’t meant to be about having fun.

It’s meant to be about hard work, late nights and freaking out over your bank balance. Maybe throw in an ulcer or two along the way.

Traditionally, that’s what starting a business has been all about.

I’ve been there myself as part of a few different start-ups over the years. It’s always been about the big dream. And that dream has usually revolved around a huge pot of money.

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Online, you’re often writing headlines even when you’re not.

Online headlines on mobile device

I know, today’s headline is a bit of a brain-twister.

Here’s what I mean…

There are places online where we write headlines, and are fully aware that we’re writing headlines.

Examples include the headline you might write for a website’s homepage. Or at the top of a blog post. Or on a review page. Or on a sales page or landing page.

These are the places we expect to find headlines.

But how about an email subject line? Is that a headline?

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