How to Use Science Friction to Increase Sales. And Email, Too

I read a fascinating article last year, just found back the link.

Here’s the deal: Have you ever wondered why sometimes an object like a sofa or a cupboard seems impossible to move?

When you clearly remember that last year when you put it there, you were perfectly able to shift the object without much trouble?

Things don’t get heavier by themselves, in this universe, so what’s the deal?

How come a piano that last year you could pull away from the wall, now seems glued to the floor?

In a way, because it is glued to the floor.

Science says so.

Continue Reading

The One Profession That Does Well No Matter What, and How You Can Benefit From It

 

It’s common knowledge in the world of marketing and sales that the last guy who needs to worry about his job is…

… the salesman.

The theory goes that there will always be a need for people who can sell something for others.

Makes sense, too.

And, it’s true.

Salespeople generally continue to do well, regardless of what an economy or an industry is doing.

For me, that’s good news: I’m a copywriter, which is just another word for ‘written-word salesman’.

But if you’re not ‘in sales’ – if you’re a coder, designer, artist, artisan, novelist or anything other than sales person – what do you do when sales are low?

Continue Reading

I Just Turned Down a $10,000 Gig

Because that is, apparently, how I roll.

Honestly, some days I don’t know how I manage to survive.

It was a great gig too.

A guy in the USA, a doctor and nutritionist.

Is featured on TV, has written a few New York Times Bestsellers.

Continue Reading

Tell Me If You've Heard This One: I Used to Be a Tailor

Not the kind that shortens trousers for your dry cleaner, either.

I’m what is called a bespoke tailor.

That means I used to create fully handmade suits, entirely made to individual measurements.

I used to be pretty good at it too: People used to call me an artist, and said things like ‘magnificent’ and ‘most comfortable ever’.

Continue Reading

The Most Dangerous Thing, the Biggest Threat to Your Business…

…is you.

This takes us all the way back to the very basics of being in business: it’s never about you.

It’s about your buyer, and how well their problem will be solved after they buy from you.

And yet, the majority of websites don’t take this approach in their messaging.

That’s a big problem, because unless you talk to your customer about them, your offer isn’t going to interest them much.

Here’s what most site copy looks like:

Continue Reading

Quick Tip to Get More Sales Between Now and December

I know it’s early in the year, but you need to know this.

While researching the other day, I came across a very interesting fact: The majority of Christmas spending happens in October and November.

Now, you could argue that it’s too early, but I’m telling you: Within two weeks from today, there is going to be a lot of money changing hands.

Provided you have something on offer that makes a good present, and you act quick, some of that money could be yours.

Continue Reading

Get Rid of That Search Form Already

Today it’s going to be a real short one.

There’s one mistake I see a lot, and it’s real bad for business.

I’m talking about the search box that many people have on their site.

Usually in the top right corner somewhere.

That’s such a pity, because it’s Continue Reading

How Not to Write an Article or Blog Post

Sauntered over to Twitter just now.

Saw a link by someone who usually shares good stuff, so I clicked.

Landed on a blog post.

It opened thusly:

“It’s like this, you see”.

Now, I’m all for conversational writing.

I commend personal style.

But if you’re going to write something, do it in a way that makes people actually read the stuff.

 

How do you get people to read you?

Continue Reading

Uh-Oh – Client About to Make a Fatal Mistake

Note: I was planning to do a copy review today, but I thought this would be fun and useful instead.

It’s an actual email that I just sent to a client, because he’s about to launch a company – making one mistake that can completely nullify his initial traffic investment.

He only hired me for copywriting and not consulting, but when I saw the mistake I just had to tell him, obviously. Glad I caught it, too.

Here goes:

Hi Clive,

Here is new copy, it’s down by about 100 words, I think. Let me know what you think.

Note: there’s a problem with the optin form from a UX point of view: if they are new, they don’t have an account yet so ‘sign in’ is the wrong cue to give.

It’s a good optin form and looks good, but it should read and look like the one in the attached doc.

Also – and this really is getting to turn into consulting, but you need to know this or it’s not going to work – you’re asking for an awful lot of info on the ‘create profile’ page.

Address, company, date of birth, language… That’s way too much.

Know that the highest conversion rates are when you ask only an email address and nothing else.

Continue Reading

Are You Testing? If Not, You're Bleeding Money

In the world of UX (user experience), they say ‘test early, test often’.

Now, UX is a big industry. People who hire a UX expert usually have a bunch of money to spend.

For most people though, the cost is dramatically prohibitive.

However, that doesn’t mean that you can’t test.

And it doesn’t mean you should forego testing either.

Something as simple as the colour of a button or the placement of an image can mean a big difference to your conversion rates.

It’s not unheard of that split testing brings 5%, 10% or even more improvement in sales.

So how does that work?

Continue Reading

Menu Title