The wall of leashes at the store. The pages of options on the website. Why are there so many leashes? How do you know which to choose?
Would someone please take my money? Ever been in a store (flashback to the before times) and wanted to yell, “HELLO! Would someone please take my money?” You found the perfect item and want to buy it. BAD. You walked around. No clerks. It’s almost like they didn’t want to sell you anything. What does … Read moreWould someone please take my money?
What’s your customer’s job? Not their profession, but the reason they’re looking for you (or someone like you)? Pretend you sell dog toys. They keep dogs busy and they’re eco-friendly. They come in fun shapes, eye-popping colors and you offer free shipping. In your marketing copy, you focus on the shapes, colors and free shipping. … Read moreWhat’s your customer’s job?
Indoors I’m (usually) fine. Outdoors I’m a mess. Walk across a rickety bridge and leap across the missing last section? Are you out of your mind? I could fall into the river. Break my leg. Die. Is my fear based on facts? No. But that missing piece of bridge is what keeps me from whatever … Read moreI’m a scaredy-cat
Whenever I do a website or landing page review, one of my first questions is, “Who’s your audience?” It seems straightforward but it can be a toughie. Because you don’t want to leave anyone out. Right? Nope. It seems counterintuitive, but when you write your page, ad or email to ONE person, it will perform … Read moreCream of Wheat or Paella?
Seize the day is inspirational and motivational. Seize the customer is creepy. Bear with me. The other day I was reviewing a dog trainer’s website. I found a fantastic “seize the customer” opportunity in the form of “Coming soon.” Among the list of trainings: dog agility. Next to it: “Coming soon!” Adding a simple, “Sign … Read moreSeize the customer?
Hamilton. Stick with me. Heard about enough about the show? It’s hard to miss. Did you know that there are copywriting lessons in there? I’m not kidding. Catchy music. Try to keep your feet still during the first song, “My Shot.” Even if you give musicals a hard eye-roll, that song draws you in – … Read moreHamilton & Copywriting
My former neighbor liked to spit. In fact, the first time I saw him, he was spitting. It made me gag and hunch up like someone punched me in the gut. My neighbor didn’t have a chance to plead his case. (He probably didn’t care.) I continued to think he was a gross person. What … Read moreYour home page. And spitting.
Record scratches for comic effect are brilliant. (They’re up there with Liz Lemon’s “What the what?”) They’re not at all funny when it comes to connecting your customers with your product or service. Say you get an enticing email. You think, “Finally! I can get [problem] out of my hair.” Maybe you’re hesitant but still … Read moreGive me what I expect
Not their profession, but the reason they’re looking for you (or someone like you)? When you know and use that – their “job to be done*” – your marketing will be 100% more powerful. Let’s pretend Pretend you sell dog toys. They keep dogs busy and they’re eco-friendly. They come in fun shapes, eye-popping colors … Read moreWhat’s your customer’s job?