Writing a sales page can be a real drag You start, stop, start and stop. But is it possible that you’re writing a sales page in an inefficient way? What if you started writing the landing page from the bottom up? What if that bottom-up method got you to create a quicker and far superior […]
Biggest Landing Page Mistake And How To Fix It: Episode 85b
What’s one of the biggest “rookie mistakes” when putting a landing page together? It’s the rookie, sitting down and writing the entire page at their desk. If you want a reasonably boring landing page, write it yourself. But what if you didn’t write it yourself? Who would write it for you? Find out more in […]
How To Prevent Your Landing Pages From Crashing and Burning: Episode 85a
Did you know that landing pages fail almost at the headline stage? We’re all told to create landing pages. So why do they fail? The answer, it seems, can be found at any international airport. When planes land, they don’t land all at once. They land one at a time. Yet on a landing page, […]
How To Create Extremely Focused Sales Pages—The Pebble System: Episode 64
When we sit down to write a landing page, we usually have a ton of confusion in our heads. We have so many elements on that landing page. What should we put first? What should we leave out? The sales of our product or service depends on us having incredible focus. So how do we […]
Why Spikes Are Critical To Sustain The Interest of the Reader (And How To Do It Right)
We’ve all seen that heart monitor in hospitals, haven’t we? It spikes up, down, then flat. In stories, these ups, downs and flats seem to show up almost as part of the story. A story by its very nature seems to bob up and down. Not so with articles. In articles, it’s easy to go from […]
Why “Testimonials” Play The Supporting Actor Instead of the Lead Roles
In every movie, there’s the lead role and the supporting actor The lead, as you’d expect, gets the chunkier parts to play in the movie. And the supporting actor, well, supports that lead role. This same scenario plays itself out when it comes to testimonials. With one minor difference: testimonials play both the lead role and the supporting […]
How Slightly Exuberant Sub-Topics Get You In Trouble
Have you heard about a program called InDesign? Well, if you haven’t, it’s a program I use to create amazing-looking e-books. Then one day, someone asked me to show them how to create e-books similar to what I was doing. Could I, she asked, create a video-based product that would teach her the precise steps […]
Will It Bloat?: How The Outlines Gives Us Clues About The Length Of Our Articles
Most writers write They sit down and they write. And some smart ones outline. But even the outline gives us clues about bloating It shows you how your article can go well past the original intent and into puffy-land. And you don’t even have to look at the words in the outline. The bloat is […]
Headline Writing: Three Core Factors That Trigger Off Curiosity
David Ogilvy started up O & M, one of the largest advertising agencies in the world. That very same David suggested that headlines were the most important factor in communication. Not by a factor of 2:1 Or 3:1 But a whopping 4:1. He suggested that 80% of your article is dependent on your headline. His […]
When Outlines Behave Like Cats: How To Keep An Outline From Going Off At A Tangent
Good doggie. Nice doggie. Yes, dogs will often do what you say The cat, on the other hand, has a mind of its own. Your outlines are often like cats. You try to rein them in, but they just meow, snarl and go their own way. And it will drive you crazy. But you can […]
