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You are here: Home / Archives for Copywriting

If Your Website Navigation Copy Reads Like This, Rewrite It Now

January 25, 2015 by Gregory Rouse Leave a Comment

If Your Website Navigation Copy Reads Like This, Rewrite It Now

I was just about ready to call it a night and get back to the Teddy Roosevelt biography I’m reading when I visited a B2B marketing firm’s(!) website that had this navigation copy (screen shot): It reads: Home/What We Do/Why We Are Different/How We Help Grow Your Business/Who We Are/Read Our Blog/Contact Us NO! NO! […]

Filed Under: Copywriting, Niche Marketing, Website Tagged With: copywriting, Navigation

Eugene Schwartz’s 5th Rule of Great Marketing (Unabridged)

January 8, 2015 by Gregory Rouse Leave a Comment

Eugene Schwartz’s 5th Rule of Great Marketing (Unabridged)

Eugene Schwartz was a marketer and copywriter. His sales copy and letters generated hundreds of millions in sales, and he made enough money to amass a renowned collection of modern art. Schwartz didn’t leave behind much “how-to” knowledge, but he did explain why most products are doomed WAY before they’re introduced. I’ll get to that […]

Filed Under: Copywriting, Niche Marketing, Niche Marketing Strategy Tagged With: advertising, copywriting, Eugene Schwartz, Marketing

At the End of Each Month, Are You Guilty of the Mistake That Rookie Marketers Make?

October 30, 2014 by Larry Keltto Leave a Comment

Today while I was eating my lunch — a piece of egg-plant quiche and then a blueberry Chobani with Toll House chocolate chips added (shame on me!) — I was skipping around in John Carlton’s book “The Entrepreneur’s Guide To Getting Your Shit Together.” Carlton is one of the most successful copywriters of the past […]

Filed Under: Copywriting, Solopreneurship Tagged With: accounting, John Carlton, Money, ROI

The Best Online-Writing Advice I Ever Received

October 15, 2014 by Larry Keltto Leave a Comment

Here’s the best online-writing advice I ever received: “Be brief. Be brilliant.” The advice’s genius is that it works for all online platforms: websites, landing pages, e-newsletters, landing pages, Instagram, Twitter, etc. The advice also works for older formats: advertising, printed books, newspapers, brochures, and even billboards. Ultimately, the formula for success in every form […]

Filed Under: Copywriting Tagged With: Instagram, St. Olaf College, Twitter, Writing

To Make Copywriting Easy, Start With a Fact Sheet

February 6, 2014 by Larry Keltto Leave a Comment

To Make Copywriting Easy, Start With a Fact Sheet

The late Gary Halbert was a copywriter who lives on in his books and in the newsletters he wrote for subscribers. Many copywriters believe he’s the greatest copywriter who ever lived. Here’s the number-one thing I’ve learned from Halbert: create a Fact Sheet before you begin writing the ad. A Fact Sheet is like prepping […]

Filed Under: Copywriting Tagged With: Benefits, copywriting, Fact Sheet, Gary Halbert

How to Turn Your Sales Copy From a Frog Into a Prince

January 21, 2014 by Larry Keltto Leave a Comment

One of the most respected copywriters of the past 40 years, Gary Bencivenga, was part-owner of a New York advertising agency in the 1970s. When the firm opened its doors for business it took out an ad, made a bold claim, and put its money where its mouth was: Announcing an ad agency that guarantees […]

Filed Under: Copywriting, Niche Marketing Tagged With: advertising, copywriting, Gary Bencivenga, The CRIT System

Can You Guess the 2 Most Powerful Words in Advertising?

January 13, 2014 by Larry Keltto 5 Comments

Can You Guess the 2 Most Powerful Words in Advertising?

John Caples was a legendary ad executive and copywriter. He worked for 40 years at BBDO, one of the nation’s largest ad agencies, and he was BBDO’s vice president when he retired. He died in 1990. During his first year as a copywriter, Caples wrote one of the best-known direct-mail ads of all time. Writing […]

Filed Under: Branding, Copywriting Tagged With: copywriting, Headlines, John Caples

“Your Pseudo Emotional Newsletters Suck”

January 10, 2014 by Larry Keltto Leave a Comment

Today I’m going to explain why speaking your mind in your blog is good for business. To do that, I first need to tell you about Mr. Horrell. Mr. Horrell was the basketball coach for our eighth- and ninth-grade seasons at Ridge Junior High in Mentor, Ohio. I remember two things Mr. Horrell told us: […]

Filed Under: Copywriting Tagged With: Basketball, Criticism, Mentor Ohio, Writing

David Ogilvy’s Second Commandment for Great Copywriting (and How to Use It)

January 9, 2014 by Larry Keltto Leave a Comment

David Ogilvy was widely regarded as the 20th century’s most sought-after advertising executive. Even though we’re 15 years removed from his death in 1999, his reputation and stature continue to grow. The foundation for Ogilvy’s greatness was an unwavering faith in great copywriting, with copywriting defined as “salesmanship in print.” Last week I wrote a […]

Filed Under: Copywriting, Niche Marketing, Niche Marketing Strategy Tagged With: copywriting, David Ogilvy, Marketing, Sales

David Ogilvy’s First Commandment for Great Copywriting

January 3, 2014 by Larry Keltto Leave a Comment

David Ogilvy was widely regarded as the 20th century’s most sought-after advertising executive. Even though we’re 15 years removed from his death in 1999, his reputation and stature continue to grow. The foundation for Ogilvy’s greatness was an unwavering faith in great copywriting. For Ogilvy — and for any copywriter worth his or her invoices […]

Filed Under: Copywriting, Niche Businesses, Niche Marketing Tagged With: copywriting, David Ogilvy, Niche Marketing

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