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 …

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 …

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 …

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 …

Drinking Native Advertising Cocktails

Paul Talbot Copywriting, Featured

Native advertising sure sounds like fun.  The term evokes images of languid strolls along spits of sugary sand.  Grass huts and coconut trees.  Maybe even a rum drink packed with chunks of fruit speared with an umbrella It’s as if …

Remarketing Doesn’t Have To Be Creepy

Paul Talbot Copywriting, Featured

There’s something inherently creepy about a remarketing campaign.  We can easily feel as if we’re being stalked. A marketer’s good intentions can go sideways.  Helpful intentions can be perceived as annoying persistence… or worse. These campaigns are largely shaped by …