Category Archives for "Copywriting Tips for Leaders"

Brightline Passenger Train: Floridian of the Year | Floridian of the Year | Featured – Florida Trend

Boys love trains. I did. You may have. This story tells how a lifesize commitment to a train became a leading railroad. There’s an excellent business story in here. And a great model for us.

The individual solution that Wes Edens forged came from research, study, and discussion. Lots of no’s were required to get to his biggest yes. Today, as you will see, he has been asked by other US cities to come and help them—build their train.

Brightline Passenger Train: Floridian of the Year

Private passenger rail is back in Florida. Once upon a time, private passenger rail helped create modern Florida. This year, it began reshaping Florida again, with the state emerging as a national rail leader thanks to the Brightline passenger train.

DIY or We Do It for you—DO This.

Hate Google and social media and the whole speed of life all you want. If you are a marketer you must (at least) understand SEO. For your sites, your products and your online reputation.

8 SEO Copywriting Tips To Skyrocket Your Traffic in 2019

Fantastic writing tells a story. It connects with readers. We can’t deny the fact that ranking content takes time. So have you ever thought of what the problem is if you’ve already optimized your on-page SEO properly? So have you ever thought of what the problem is if you’ve already optimized your on-page SEO properly?

50 shades of (CPA) gray | Accounting Today

I have a feeling reserved for special professionals. IRS agents and CPAs. It’s a darker view spinning on my mistrust of trust about my money. So, I sat up in my desk chair quite straight reading this. It is a sobering view of our reality. And it’s by a CPA. I would urge you to read it. But you probably won’t. For the reasons Kyle states below.

50 shades of (CPA) gray

If you’re like many CPAs, you don’t use words like “maybe,” “probably,” “perhaps” or “possibly” – at least in the workplace. Those are messy words that leave too much room for ambiguity and uncertainty. Unfortunately, that messy pool of ambiguity is where the world is headed and your clients expect you to help them wade through those murky waters of uncertainty.

RMB Recos: Wicked Folders P/I

If you are using WordPress for your own or your clients’ campaigns you will want to check this out.

Just as the most time-consuming part of golf is looking for your ball—in the grass, in the forest, beside a pond…

There’s nothing more time-consuming in WordPress than hunting down the subfiles for a website. Solution found! Wicked Folders plugin—is my new best friend. EASILY creates new directories and subdirectories so you limit your scope to ONE site/domain. (Isn’t it great to be able to focus?)

I do not know if this works with all WP templates. But if it works for yours, the force is with you today!

Wicked Folders

Wicked Folders is the ultimate tool for managing large numbers of pages and custom post types. The plugin simplifies content management by allowing you to organize your content into folders. Wicked Folders is an administration plugin that does not alter your content’s permalinks or hierarchy giving you the complete freedom to organize your pages and/or custom post types any way you want independently of your site’s structure.

No, Some Random Guy Didn’t Buy a Full-Page WSJ Ad Just to Complain About Random Stuff – Adweek

So SAP made some headlines. This unorthodox approach at $250,000 was an attention getter. It is long-form copy which is usually used to sell. And more often than not a higher-ticket item or service. SAP followed up with another ad in “response.”

Did it sell? Does the buzz matter? Is the buzz a sales generator? I don’t know.

What this does do is support the notion of long form copy. It gets attention. Whether the copy worked, or whether the media exposure did the heavier promotional lifting, I cannot say. Someone knows.

I suspect that someone has job security. Or s/he was fired.

No, Some Random Guy Didn’t Buy a Full-Page WSJ Ad Just to Complain About Random Stuff

Nick Vitale of Milltown, New Jersey, has a few problems. He doesn’t like airline baggage fees, cable pricing or how ridesharing services handle tips. Also, he doesn’t exist, which is probably a minor inconvenience some days. Vitale was supposedly the author of an “open letter” placed as a full-page ad in Thursday’s Wall Street Journal.

Extraordinarily Overlooked: Not-So-Common Sense… “How Not to Be Stupid”

Okay. I admit it. I’ve been stupid. Sad that this puts me above many people—admitting stupidity. At least I am able to address it.

Clients who want writing or business-generating forms and schemes lack this capability, sadly. Not that they are stupid people. On the contrary.

But it is better sense to admit you’ve been foolish, or that your process is tired, or that you overlooked a vital element in your decision, than to make a BIG MESSY of something important. Don’t you agree?

How Not to Be Stupid

After a four-hour conversation on The Knowledge Project ( Part 1, Part 2), Adam Robinson (@IAmAdamRobinson) and I shared another 10-minutes that shouldn’t be missed on how not to be stupid. Shane Parrish: Adam, you did a presentation once on how not to be stupid. Can you tell me about that?

How Having A Copywriter on Your Team Demonstrates Your Capability

Seriously. It doesn’t really matter what a reviewer says about my books or my articles. But leadership should care.

The value question is:  Have I communicated with my reader? Discovering this is more important (and easier) that it might seem.


Curiosity: Learn MORE About the Business

When I write copy for my clients the same idea holds true. Enticing the reader’s curiosity  and not pleasing the client with my knowledge of their stuff—that is the business objective.  Without the prospects’ action the work isn’t doing its job.

This focus on the prospect might seem contrary and argumentative. But understanding it is vital. Without focusing on the prospect, the client I may as well light his friend’s cigars with burning thousand dollar bills.

The copy is written to speak to a prospect’s need. Only if the need interrupts her concentration and gets her to stop—do we have the first engagement. Attention. A well-structured headline will do this.

Copy: Step 1
Copy for  business is not first about the product and why it’s great.  Business copy must first engage the prospect. It should connect with a prospect’s current and vital need.

Copy: Step 2
Now, in the second step, the copy should address a problem. It should make that problem so real the prospect is licking her lips, reliving the time she faced a situation like this. A substandard vendor. A key staff member who suddenly quit. Bad press which twisted a comment out of proportion. She recalled how key staff looked at her down the hallway—wondering if she was up to the job.

Copy: Step 3
Now the product comes in. It’s effective sure—but how can she be sure. How well/easily/cost-effectively will the product address that need? Here, the copy is angel and arbiter. It introduces the two parties. My client knows quite a bit about the prospect’s needs. It promises her the solution.

Here the research and thought start to show. She reads what worked in the past. She reads about industry trends—and how this leads as a solution.  She relaxes, even smiles, reading an anecdote about another company that celebrate their win with first-ever staff bonuses.

Passing this test, the copy has a chance of getting to development Step 4

What style will communicate the discovery? Try a few headlines. How do they sound? Does it meet the test we call the 4Us? You can tell. If a prospect heard this, or read it, how would they feel? Interested? 

In consumer work, like writing for a diet or a new sports program, I might tell a story to encourage a feeling about someone or about a personal need.

In business the prospect’s problem and our clear purpose for reaching out to him are critical. Don’t misunderstand this: There can be emotion in a business presentation. 

Crafting a clear and memorable idea is not as easy as it might sound. 

Professional writing starts-up and supports conversations that may never end.

Here are five books about business & finance worth reading. Each of them is very well written, authoritative and full of usable content.

Each is a model for communicating a complex thought.

Some of them are controversial. But that is the nature of discovery. And discovery is part of doing business. In copywriting we are seeking people ready to do business. Business is interactive—not telling.

Mergers and acquisitions are the largest and least recognizable industry in the world. In 2017 M&A accounted for $3.4 Trillion.

The mindnumbing scale of the transactions calls attention to their nature. Large business depends on successful growth. M&A is one efficient means for growing. It is not a good idea to depend on a single strategy. So let’s consider other routes to growth.

What’s going on? Well, first, the nature of problems has changed.  The digital linkage has obliterated privacy, separation, silence, and lack of access. For leadership new thought processes are required.

Preparation To Respond to Change
Here are several excellent examples and resources of intelligent approaches to the changes already here.

  1. Antifragile, Nassim Nicholas Taleb
  2. Getting to Plan B, John Mullins and Randy Komisar
  3. Pitch Anything, Ryan Klaff
  4. Reminiscences of a Stock Operator, Edwin Lefevre
  5. Measure What Matters, John Doerr

These are excellent reads on their own. But they are vital for leaders who desire fast-growth. They are packed with clear and decisive steps based on experience. It is astounding that they don’t sell for thousands of dollars each. That is the value of the information inside.

Communicating complex ideas, after all, only matters if you’re talking to the right people. And the right people hearing the correct presentation will understand your value proposition.  

Leaders close sales. A knowledgeable copywriter makes the right introduction. Working together, they are unstoppable forces of nature.

Enable a copywriting process and you will connect to new prospects and reap so many side benefits you will wonder why it took you so long to get started being super-smart.

[activecampaign form=6]
>