Copywriting

Picture of a grinning car salesman trying to get a buyer to sign a contract

Is Your Web Copywriting Too “Professional?”

Some websites remind me of a used car salesperson. No, they’re not sleazy, but the web copywriting is consultant-speak, written to impress. A couple of decades ago, working in a retail financing operation, I got to know good salespeople in many businesses, from carpets to cars. They knew and used the techniques of leading the …

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How to Get Your Customer to Participate in a Case Study

Updated August 22, 2021 A case study can be your most potent, hard-working marketing tool. Here’s why… People visit your website to answer two questions: Can they do the work? Can I trust them? A compelling case study answers both questions. Doing so acts as a gentle persuader because it doesn’t contain a sales pitch—only …

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