Reprinted with the author’s permission from the Big Star Copywriting Blog. There is a mountain of content online and in books by copywriters on how to use the many formulas or techniques for writing headlines that convert. These formulas and techniques are based on countless samples, A/B tests, and cover direct mail, newspapers, magazines and [...]
Author Archives: Steve Kellas
Copy that Sells Without Hyping
March 9, 2012Reprinted with the author’s permission from the Big Star Copywriting Blog. In the minds of our customers (and many of our colleagues and clients) ‘selling’ has become synonymous with ‘hype’ and that’s not a great place to be for a marketer or copywriter. Hype is rampant in the websites and marketing all around the Web. [...]
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Get the Best from Your Copywriter
January 24, 2012Reprinted with the author’s permission from the Big Star Copywriting blog. It is a common misconception that once you work with a copywriter or copywriting agency, you lose all control of the words and the message. Nothing could be further from the truth. Here are a few tips to help you feel more in control [...]
2½ Timeless Rules of Copywriting
December 20, 2011Reprinted with the author’s permission from Big Star Copywriting. “With half a loaf and a tilted cup, I got myself a friend.” The Havamal, Old Norse Poem Sharing is an age-old form of persuasion. Even the smallest amount of sharing goes a long way to winning a stranger over to you. The Vikings knew it. [...]
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Your List Doesn’t Want Your Email
October 25, 2011This was originally two posts on the Big Star Copywriting blog. Abridged with the author’s permission. Your email arrives uninvited into the personal space (the inbox) of your intended recipients. Even if they signed up for emails from your business, they forget which day it will arrive, how often the emails will appear in their [...]
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How to Get SEO Keywords Associated with Your Video
September 16, 2011Slightly abridged with the author’s permission from the Big Star Copywriting blog. Beyond the actual coding and operation of your website, most of SEO has to do with the text of your website. But what about all the other great types of content—especially content that people really like, such as video? Google can’t (yet) [...]
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Stop Writing Boring Product Descriptions
July 18, 2011Abridged with the author’s permission from the Big Star Copywriting blog. If you are an online merchant with multiple products to describe, you need to get many product descriptions (possibly hundreds or thousands) onto your website or ecommerce shop, and all of them need to convert for multiple target audiences. Because this process is repetitive, [...]
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What to Ask to Get a Great Testimonial
June 6, 2011Reprinted with the author’s permission from the Big Star Copywriting blog. I once asked a copywriter creative director for a testimonial to put on my old website. He immediately asked me what, specifically, I wanted him to testify to. Creativity? Ability to speak to clients? Or was it about a specific piece of work that [...]
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Fun Copywriting? Yes, It’s Possible.
March 16, 2011Reprinted with the author’s permission from the Big Star Copywriting blog. Have you ever thought about putting a little fun into your copy? Does your current copywriting engage in a way that a game does? Does your copy make people laugh, or smile? Do your customers actually enjoy what they read? As a copywriter, I [...]
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How Much Does DIY Copy Really Cost?
February 2, 2011Reprinted with the author’s permission from the Big Star Content blog. I have a friend who loves DIY. He has remodeled each room of his home each year for the past 4 years. But apart from painting and wallpapering, there are many things that he has decided are either: a) worth the cost rather than [...]
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