Landing Page Optimization Breakthroughs

Paul Talbot Featured 0 Comments

Landing page optimization can’t happen until you… Attract the right prospect. Work backwards from the desired outcome to define your conversion goal. Give the prospect something helpful when there’s response to your call to action. Once these landing page optimization bases are covered, you can move on to the Here are ten ways to write landing pages that convert. Ten …

If Leonardo DaVinci Created Marketing Content

Paul Talbot Copywriting, Featured 0 Comments

  Here are four ways to write better marketing content sparked by four different observations from Leonardo DaVinci. “Tears come from the heart and not from the brain.” A reminder that we all make buying decisions emotionally, not rationally. This is why we should always present the emotional reason for taking action first, and then support it with a fact, …

When Marketing Built For Persuasion Works Best

Paul Talbot Copywriting 0 Comments

There is only one way to get people to do anything… just one way.You have to make them WANT to do it.  Dale Carnegie   Marketing isn’t much different than joining in on a conversation that’s already taking place.   The conversation is taking place in the mind of our prospect, who is thinking about solving a problem or satisfying …

A Marketing Mystery

Paul Talbot Copywriting 0 Comments

Two men want to buy the exact same white shirt. They have roughly the same levels of education and income. Their jobs are much the same. So are their homes, their media consumption habits, and their personal interests. They drive to Nordstrom in similar cars from the same neighborhood and when they arrive in the men’s wear department, each man …

Lead Gen Math Made Easy

Paul Talbot Copywriting, Featured 0 Comments

Lots of lead gen numbers are interesting.  But only one number is vitally important. It’s what old-time direct marketers called “the allowable cost per order.” Instead of obsessing on clickthroughs, conversion rates and cost per click, focus on what it costs to create a customer. When you invest more to create a prospect than the prospect will invest in you, …

The Secret Of The Profitable Landing Page

Paul Talbot Copywriting, Featured 0 Comments

You’ve built an irresistible offer for your landing page.  The offer is positioned with the strongest appeal. A seductive headline steers the prospect into reading the bullets. Your bullets amplify desire.  They give the prospect reasons to respond. There is a clear call to action.  And the landing page includes a testimonial or two, along with symbols of credibility. You’ve …

Words That Win On The Battlefield Of Indifference

Paul Talbot Featured 0 Comments

Now and then somebody spouts off and decides to reveal… “The single most powerful word in copywriting.” You can’t help but read these articles.  No matter how long you’ve been at it, you wonder if you’re missing something. After all, good copywriters are curious. And the promise of “The single most powerful word in copywriting” is textbook fear of loss …

If Buckminster Fuller Wrote Copy

Paul Talbot Copywriting, Featured

The name Buckminster Fuller came up a few weeks ago. I had a conversation with a guy in Vegas who tossed out Fuller’s name, a name I hadn’t heard in years.  And years ago, Fuller intrigued me. Sadly, he slipped off my radar, so I decided to pay him a return visit. Fuller is best remembered as an architect, and …

The Question That Drips Danger

Paul Talbot Copywriting

Twenty-five years ago, when I was a sales manager, I would sit in my office and occasionally bellow out, “No.” This happened when I overhead a salesperson working the phones ask a prospect a question that could be answered with a “No.” It wasn’t long before this running joke meant I wasn’t shouting “No” anymore. So I couldn’t help but …

Right Word, Right Vintage

Paul Talbot Copywriting, Featured

The right word has always mattered.  I’m one of those guys who has either frittered away or invested hours tinkering with choices that eventually wind up hatching the right word. As Mark Twain wrote, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” Just about everyone who’s interested in …