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Links 1 through 10 of 78 by Paul Raven tagged copywriting

Useful project overview/planning site for big content jobs. SEO, keyword research, info architecture, much more.

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"Whether you want to get an opt-in for your email list, a new blog subscriber, to make a sale, or just inspire readers to support your favorite cause, start with the 1-2-3-4 method. You can add all of your favorite copywriting tricks to make it work even better, but with the 1-2-3-4 elements in place, you’ll have the most important bases covered."

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"The best press release headlines summarise the story. Ideally, they contain everything the editor needs to decide if the stories they describe are worth pursuing. Try to get as much information as possible into the fewest number of words. Think of the publication you’re writing for and try to make it sound like one of their headlines."

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"... the marketing tricks built into menus—for example, how something as simple as typography can drive you toward or away from that $39 steak." Crafty, and an interesting insight into the psychology of text-based marketing.

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"The mattress and bedding industries do this beautifully with their more expensive products. They outline how much you’d really pay - not just monetarily, but in terms of poor sleep, nagging aches and pains and chiropractor’s bills. Then they highlight the benefits of their product and add a free in-home trial or a coupon on top of the offer, giving the reader more than enough serious reasons to take action."

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"Punctuation marks have distinct meanings, purposes, and intentions. Two marks in particular – dashes and ellipses – are often used in place of commas, but shouldn't be."

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"You avoid the ad-killing claim by making it instead an unavoidable conclusion. While the following is not an inviolate rule–it’s certainly worth testing… Before making any concise and memorable claim to unparalleled excellence—prove it first. Assemble and present your credentialing elements, your evidence–your entire body of incontrovertible proof–in clear and linear fashion. Allow your proof to lay the groundwork for what is to come. Create strong and overwhelming direction and momentum."

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"Some of the phrases I see a lot that can easily be replaced with one word without losing meaning are... "

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"Fixed-action patterns are common among animals. But what about humans? What if you could use a trigger to set off a desirable sequence of behavior in a potential customer — like saying “yes” to a request you make?"

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