Tag Archives: copywriting


3 Direct Mail CTA Best Practices that Work for Digital Marketing

Marketing has changed a lot over the past few years. That’s especially true when it comes to the options available to digital marketers. It seems like every week there’s a new feature available in the platforms most of us are already using, and every month there’s a new platform altogether that blogs and other industry publications are calling the next big thing. But some aspects of marketing haven’t changed much over the years. One of those is the way we write calls to action or CTAs. If you’ve spent much time looking for ways to boost your conversion rates, you’ve probably…

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3 Direct Mail CTA Best Practices that Work for Digital Marketing

The Crazy Egg Guide to Conversion Copywriting

the crazy egg guide to conversion copywriting

PPC campaigns, email marketing, social media management, SEO optimization or good old fashioned word of mouth. All viable and potentially profitable methods to grow your brand. But they’re also all very different. A PPC expert couldn’t run a successful email campaign, just as a social media guru might struggle to achieve better SERP rankings. Marketing is a multifaceted beast. Yet, regardless of the different stratagems, approaches or “hacks” required for each marketing process, there’s one element that is present throughout. Good copywriting. Call me biased, but any of the above-mentioned areas of marketing would fall flat without good copywriting. Keyword…

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The Crazy Egg Guide to Conversion Copywriting

25 Inspirational Resources for Copywriters

copywriter's workstation
Image via Shutterstock.

As a copywriter, you need to be immersed in what’s going on in the world, even when those things seem completely unrelated to what you’re doing. Why? Because you’re writing for real people, who may end up being customers if you treat them right. We’re all just people, and what we really connect over is stuff which makes us go, “Woah!”

For example, did you know that the poster for Netflix’s nostalgic 80s sci-fi series, Stranger Things, was designed using an iPad Pro and Apple pencil?

Stranger Things poster made on ipad
Image via Kyle Lambert.

That may not seem relevant when you’re building out marketing campaigns and landing pages, but when you understand how people are thinking, and what they’re doing with technology, art and words, you have a better toolkit for building conversion-friendly content.

Here are 25 inspirational and practical resources, aimed at expanding your mind and copywriting toolkit. If you think we’ve missed one, drop us a comment below and help us to grow this list.

Technical and grammar

Interesting reads on writing well, and how not to use the semicolon.

1. The Writer — readability checker

The team at The Writer are all about making your words work harder. There’s plenty of general advice there for strengthening your copy, but what I really love is their readability checker, which gives you instant feedback on how readable your copy is, on a scale of Harry Potter to Harvard Law Review.

2. The Oatmeal (posters)

I wish they’d do more of these posters, because not only are they funny, they’re also genuinely useful.

The Oatmeal semicolon poster
Check out the one on semicolons: “Using a semicolon isn’t hard; I once saw a party gorilla do it.”

3. Mary Norris, Comma Queen (The New Yorker)

One of my absolute favorite resources is the Comma Queen series by Mary Norris, copy editor at The New Yorker. In her witty, to-the-point style, she’ll teach you how to properly use commas and semicolons, and how to understand the difference between lie and lay.

4. The Unbounce Dejargonator Extension

There are ways to writing convincingly, without using heady, technical jargon. When you’re speaking to people who aren’t marketers — or even if they are — it’s really beneficial to speak like a human being. Simple, right? This awesome extension for Chrome helps you do just that, by suggesting changes to your landing page copy. It’s like having an Unbounce editor all to yourself, you lucky sausage.

5. Ellen Brock, Editor

Ellen Brock is a freelance novel editor, but her advice is extremely valuable for all kinds of writers. When you understand story arcs and how to prioritize your work, you can apply those skills to your marketing copy.

6. Thesaurus.com

No, it’s not just a website for looking up synonyms, Thesaurus has a bunch of other really useful articles and tools for improving your writing. Between it and Dictionary.com there’s a lot of information on the difference between the likes of Who and Whom, and commonly misunderstood words.

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Content marketing

Using what you write to inform, entertain and convert.

7. Shopify Blog

A little bit like Entrepreneur, only focused entirely on e-commerce. If your landing page is for an online store, what you learn from Shopify could help to make sure customers stick around and spend once they arrive.

8. Copyblogger

Really more of a general content marketing blog these days than straight copywriting advice, Copyblogger is a great resource for anyone in need of specific know-how, or just a bit of inspiration. Well-written, engaging posts and updated regularly.

9. Copyhackers

If you’re a new freelancer, or new to content marketing, Copyhackers is the place to go for fundamental advice on running your show. Even if you’re an experienced writer or marketer, if you need trusted advice in a hurry, bets are that Copyhackers have covered it.

Whether you’re a new or an experienced copywriter, this comprehensive guide to freelance copywriting is a cracking place to start. And then there’s the Beginner’s Guide to Writing Facebook Ads.

10. Ceros Blog

Another gem in the world of content marketing, the Ceros blog features loads of examples of effective creative content, in the form of opinion pieces and big brand analyses.

Reading and culture

Get outside the world of click and convert for a bit, and see what words can do for your soul.

11. Stephen King — 20 Rules for Writers

I hate seeing the words rules and writing put together, but King’s top 20 — let’s call them guidelines — can help to get you on track, or back on track depending on where you left off.

Stephen King

12. The Electric Typewriter

Feed your soul at The Electric Typewriter. Possibly the internet’s most delicious collection of articles, essays and short stories from the world’s best journalists and authors. This is online reading for connoisseurs.

13. Ray Bradbury, The Illustrated Man

Here’s something for when you need some downtime. Science-fiction author Ray Bradbury’s brilliant collection of short stories, The Illustrated Man. I’m a big fan of short stories, and I believe that reading and understanding them can help you to craft more potent copy. Why? Check out this post “For More Meaningful Copy, Think Like a Fiction Writer”’ to find out.

14. The short stories of O. Henry

Henry is considered a legend amongst short story authors. His command of simple language, and how he used it to offer incredibly short, but always poignant ideas makes his work a good body to study if you’re trying to learn how to be more economical with words.

15. Brain Pickings with Bob Dylan

A little off the beaten track here, but in this interview with the singer-songwriter, Dylan muses on the value of new ideas and what it takes to create something with real meaning. Lofty, for sure, but like I said at the start, it’s good to know what’s going on in the world.

16. Stephen King, On Writing

In relation to my last point, if you’d like some advice on writing fiction, then Stephen King’s On Writing is a fabulous resource.

17. How To Format a Screenplay

Here’s a fine example of stepping outside your comfort zone. Writing exists in so many formats, and screenplays for TV and movies are one of the most technical and, in my opinion, difficult examples of the craft. Approach this as a pencil illustrator might approach drawing with ink for the first time, and enjoy it, it’s an interesting read.


To-the-point advice from leading journos and editors at The New York Times.

18. The Opinionator blog, NYT

Plenty of musings on the technical and metaphysics of writing from opinion writers at The New York Times. Interesting reads, and the occasional gem of inspiration or practical advice to be had.

19. Writing rules and advice from the NYT

If you really want to write well and effectively, then taking heed of how (arguably) the world’s best newspaper does it is smart.

20. After Deadline blog, NYT

A more technical, nerdy look at The New York Times’s approach to copy and editing. An interesting blog to scan over in your lunch break. Keep it bookmarked and build up a vast knowledge of copy-related wisdom from seasoned writers and editors, which might come in handy one day.


Talks and interviews with linguistics experts, authors and journalists from around the world.

21. Charlie Rose interviews

Charlie Rose is arguably the greatest interviewer of all time, and he’s had some of the most famous and influential people at his table over the past 25 years. I’ve linked here to his segments with key journalists, but you’ll also find talks there he’s done with well-known authors, including David Foster Wallace and Stephen King.

22. TED playlists

Inspiring talks from authors and linguistics experts on how to tell stories, how language evolves and even the origins of words themselves. Look out for The Mystery Box talk from Star Trek director J. J. Abrams, in which he talks about how to effectively draw your audience into a world of possibilities — exactly what you want from your landing pages, right?


Get to know the letters which form our words and shape our world.

23. I Love Typography

You click, you change the font, you click, you change to another font. Typography affects readability, emotional impact, tone and whether people stick around long enough to click, or buy. Take a dive here into the completely nerdy world of typography.


When words become household sayings.

24. Fast Company, “The Best Advertising Slogans of All Time”

My all-time favorite slogan has to be the one Toys R’ Us used for a period in the 1980s — “You’ll Never Outgrow Us.” Creepy as hell, right? Here’s Fast Company’s round-up of the most popular advertising slogans of all time.


25. 10 books For copywriters

Unbounce veteran contributor Aaron Orendorff recently tweeted this top 10 list of copywriting books by copywriters. I’ll confess that I don’t read a lot of nonfiction, but Aaron knows his stuff, so you should check these guys and girls out.

That’s it for now, but we’d love for this list to grow. If you have an awesome resource that you’d like to share with your fellow writers, drop it in the comments below, and we’ll add it to the list.

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25 Inspirational Resources for Copywriters

15 Habits of Website Visitors That Will Completely Change the Way You Write Website Content

For the most part, website visitors are quite predictable. This gives you, a business owner, a huge advantage. Why? Psychology! If you understand the psychology, tendencies, and patterns of your visitors, you can tweak your content to capitalize on their habits. Here are 15 specific habits I’ve uncovered that will change your approach to writing content. 1. People Read On Mobile Devices A study from the Nielson Group found that most people view a website in an F-shaped pattern where they tend to favor the left side of the screen. That’s sort of true. The fact is, the ten-year-old study…

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15 Habits of Website Visitors That Will Completely Change the Way You Write Website Content

Simple Recipes for No-Fail Landing Page Copy [+ Free Downloadable Worksheet]

cake ingredients
Who knew landing pages and cake had so much in common? Image via Shutterstock.

In some ways, building a landing page is like baking a cake. Certain people prefer chocolate, and others like cream fillings, but there are some fundamental formulas (for both cakes and landing pages) that are tried and tested, and proven to produce positive results.

This post is a recipe for a solid vanilla sponge landing page. For advice on design (a.k.a. the buttercream frosting), check out these posts on user experience and essential design principles.

Here are the formulas we’ll cover in this post, using examples from great landing pages:

  • Action words + Product reference = Winning headline
  • Your exact offering + Promise of ease = Winning subheader
  • Your best offerings + Worded in the form of benefit statements + Appropriate sectioning = Winning body content
  • Active words + ‘I want to…’ + A/B testing = Winning call to action

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The header is always active — it wants you to do something. The header almost always directly references the product or service, as well. As Kurt Vonnegut said,

To hell with suspense. Readers should have such complete understanding of what is going on, where and why, that they could finish the story themselves, should cockroaches eat the last few pages.

What are active words?

In the same way that active voice makes a sentence stronger by shifting focus onto the subject, active words help to promote action and create urgency. Active words in headers are usually verbs like build, get, launch, unlock, pledge, invest and give.

Here are a few examples of effective, action-led landing page headlines.

Codecademy winning headline
Codecademy’s headline is about as close to perfect as it gets.
Lyft winning headline
Lyft doesn’t use the “Get started” CTA we’ll talk about, but that headline is a winner.
Pro tip: To maximize your conversion efforts, ensure there’s message match between your click-through ad and headline.

Your exact offering + Promise of ease = Winning subheader

Your header is an active statement, introducing your product. Your subheader is the second wave, there to support the header and give visitors a reason to continue reading. In the subheader, you tell your audience exactly what you have to offer, and highlight how incredibly easy the whole process will be.

Easy as pie

Online, all it takes is a few taps and a few clicks to make a potentially big decision, but if it’s not easy, a lot of us won’t bother doing it. That’s especially true of a landing page, which is essentially a 24/7 elevator pitch for your business.

As a visitor to your landing page, I need to know if what you’re offering is going to benefit me, and that by handing over my details, you’re going to do most of the heavy lifting for me (at least to begin with.)

In our model for the no-fail landing page copy, the relationship between header and subheader looks like this:

Header: Introduces the idea or service in an active way (inspire your audience to do something).

Subheader: Backs up the header by giving a reason for your visitor to read on.

Outbrain winning subheader
Ooo, easy setup — just what we all love to see.

This example from Outbrain might not have the prettiest header or subheader, but both illustrate exactly what we’ve been talking about. The header is active, and so is the subheader, which tells you exactly what the main benefits of using Outbrain are, along with the promise of an easy setup.

Your best offerings + worded in the form of benefit statements + appropriate sectioning = Winning body content

The bulk of your landing page copy does the same job as the header and the subheader: it presents the benefits of your product to the user, and encourages them to act.

It’s tempting to go off-piste in the body content, to talk about your values and how you donate half of your profits to charity, but hold off. You need to make sure that your product is one your audience wants first. Stick to the benefits, and expand on those.

Break up your content

You’ll probably have more than one point to make on your landing page, but even if you don’t, breaking content up with headers and bullet points increases the chances of something catching your reader’s eye. It’s the equivalent of a supermarket arranging its products into categories and shelves, rather than bundling everything together in a big bargain bin.

With your body content, just like with your subheader, focus on what you have to offer, why it’s better than the competition’s and how you’ll do most of the heavy lifting should your prospect hand over their valuable email address. Let’s take a look at how MuleSoft connects header, subheader and body content.

Mulesoft body copy

The header: In this case, the header is just what the product is, which is likely the most appropriate approach for this audience.

The subheader: The subheader — or supporting header — focuses on the main benefit of the handbook. Clearly, MuleSoft knows its audience, and is giving it to them straight.

The body: It’s still laser-focused on those main benefits, giving visitors ample opportunity to become engaged.

Pro tip: A landing page is a pitch, and like any pitch, your job is to put forward your best offerings and do your best to secure a follow-up. If you’re struggling to prioritize your offerings, consider the following:

  • What does your product do, and how does it make your prospect’s life easier?
  • What are your product’s most ground-breaking or useful features?
  • Who does your product help?
  • How easy it is to get started?
  • Who else uses your product?

Here’s a great example from Startup Weekend. The body content answers all of the main questions, with no BS:

Startup Weekend landing page copy

Active words + “I want to…” + A/B testing = Winning CTA

Since we’re talking about no-fail copy, like blueprints for you to riff from, we’ll tell you straight up that the most common call to action phrase that makes it to live landing pages, is “Get started”. That’s followed closely by anything with the word “get” in it.

Why does ‘Get started’ work?

It needs to be clear that your call to action is where the next step happens. If you want serious leads, then the call to action button is not the place to test out your funniest one-liners. Just like the header and subheader, the call to action is active, it’s job is to create momentum.

“Get started” suggests a journey, it suggests self-improvement, which is probably why it works better than “Submit” or “Subscribe.” It could also be that “Get started” works because it finishes the sentence we’re thinking when a sign-up is close: “I want to… get started.”

Pro-tip: Best practices are best practices for a reason, but don’t use a “Get” CTA just because I suggested it. Do some research, craft a sound hypothesis and A/B test your button copy for maximum conversions.
Fluidsurveys CTA copy
FluidSurveys‘s button copy is active and timely.
Cheez burger CTA copy
Cheezburger pairs tried and true button copy with another one of our favorite words: free.
blab cake CTA copy
BlabCake uses a slightly different version of the “Get” formula for their coming soon page.


Let’s look at all of the formulas together:

  • Action words + Product reference = Winning headline
  • Your exact offering + Promise of ease = Winning subheader
  • Your best offerings + Worded in the form of benefit statements + Appropriate sectioning = Winning body content
  • Active words + ‘I want to…’ + A/B testing = Winning call to action

What you’ve got in these formulas, is the recipe for a basic vanilla sponge — the foundations of a successful landing page. Put them together and then — like any good marketer — your job becomes testing that landing page to see what works best for your audience.

What are your favorite copywriting formulas? Share ’em in the comments!

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Simple Recipes for No-Fail Landing Page Copy [+ Free Downloadable Worksheet]


How to Create Engaging Content (Even If You’re a Terrible Writer)

You might think that you’re incapable of effective content marketing, because you don’t have the chops for great writing. Think again. Sure, you might not be the next John Donne, but that doesn’t mean that you can’t fill up your blog with great articles that reel in visitors. Content marketing works. Even if you suck at writing. But how does it work? Here are some ways that you can create engaging content even if you’re a terrible writer. 1. First, Break All the Rules Yes, that’s the name of a famous book, but the principle in the title applies here…

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How to Create Engaging Content (Even If You’re a Terrible Writer)

For More Meaningful Copy, Think Like a Fiction Writer

writer and typewriter
Think like a fiction writer (typewriter not required). Image by Everett Collection via Shutterstock.

Copywriting is part of a bigger strategy aimed at selling something in exchange for money, for time, for support and so on. We know that appealing to emotions such as sadness, happiness and frustration works, but we’re grinding this method into a rut.

The world’s great fiction writers invite us on a stroll through an emotional garden, using a complex map of ideas, which over time is gradually folded back onto itself into some sort of resolution. Great stories will introduce conflict and danger, tempered with moments of love and happiness.

It’s the ups and downs of a story that get us. It’s the story’s ability to press on some common nerve we all share: love is good, ghosts are scary and so on.

What’s the consensus on ghost drones? Image via Giphy.

Sure, novelists have tens of thousands of words to bring us to the resolution of their ideas, but that doesn’t mean we can’t learn from their methods.

Here we are going to explore how great stories are structured, and then how to apply that structure to your copywriting.

Breaking rules in writing is encouraged, by the way, so feel free to read this post and then disregard everything completely. In fact, drop a comment below about how you structure your writing — maybe we’ll learn something.

How stories are structured

I’m not the first person by a long pitch to outline the common structure of stories — people have been doing it since forever. Kurt Vonnegut, author of Breakfast of Champions (1973), Slaughterhouse-Five (1969) and other books and short stories, describes stories as curves:

Somebody gets into trouble, gets out of it again. People love that story, never get tired of it.

That, and a few other variations, is the foundation of lots of stories, but we can break it down even further. Think of any famous great story — Moby Dick, Nineteen Eighty-Four, The Green Mile and see whether you can pick out the following four structural elements:

  1. A larger scale problem: This is the overarching problem affecting the world in which the story’s characters exist. In Nineteen Eighty-Four, the larger scale problem is a society in which people are cripplingly oppressed. It’s usually a problem, because problems offer more opportunities for conflict and transformation.
  2. A conflicted protagonist: Stories are about conflict, and about attempts by the characters in them to resolve said conflicts. Vonnegut said, “Be a sadist. No matter how sweet and innocent your leading characters, make awful things happen to them, in order that the reader may see what they are made of.”
  3. A threat(s): As readers, we feed on drama. We don’t like when the protagonist is faced with a threat, but we crave it all the same. The threat is ever-present, always clawing at the protagonist. Even in fairy tales, the princess is often threatened by a wicked witch.
  4. A transformation: From conflict comes transformation, the other thing we crave from stories. Transformation comes after the character has been raised up, knocked down, ground into the dirt and then raised again.

Treating your copy like a story

You can take the four elements of a fictional story and use them to figure out how to present your message. Think of it as building a jigsaw puzzle, then picking the piece which best represents the whole picture.

Here is what you should consider, if your intention is to make your copywriting representative of a larger story:

Is your campaign related to a large-scale problem, idea or state of being?

In other words, what’s the context? What’s going on in the world?

Does your campaign have a subject the audience can root for?

That can be a character, or you can use the reader as the subject — put them in conflict.

What’s the threat?

What’s the thing that’s going to get the reader’s blood pumping?

Where does the transformation happen?

This could be where your actual copy lives. Everything else is a set-up for the transformation.

Here are are a few examples to show the storytelling approach in action.

landing page
Well if this doesn’t pull on your heartstrings…

Designed to Move’s landing page uses some pretty standard techniques for stirring your emotions, but it’s for a good cause. The message conforms to some of the structural elements we’ve mentioned, which make stories so appealing.

We have protagonists (the children) and we have threats (obesity, disease, etc.) The problem is this idea that children today might die before their parents do. The transformation, then, is up to the reader. Specifically, it’s up to the reader to click on Designed to Move’s call to action in order to trigger the transformation.

klout landing page
Seems pretty non-threatening… but is it?

How about this example from Klout? Here, we’re thrust into the story as the protagonists. There’s no doubt — this landing page wants the reader to examine their life and what they’re doing with it.

What’s the larger scale problem? Well, it’s not a problem per se. Rather, Klout eludes to the idea that you’re not being recognized for the things that make you tick… that you’re not living your best life. Think about that for a second, and now examine the feeling you have… that’s the threat. And it’s enough to make you want to sign up, to transform. By reading Klout’s message, you’re pulled into your own story, and only you can resolve it.

Nailing that one-liner

Before you set off to pen a landing page worthy of a Pulitzer, here’s a little more inspiration for that first line.

“Lolita, light of my life, fire of my loins.” – Vladimir Nabokov, Lolita (1955)

Powerful because: We learn something about the narrator, something about the object of the narrator’s affection and about the tone and content of the story. For those who haven’t read Lolita, let’s say that while the protagonist is conflicted, he’s certainly not conventional, or even appropriate. In spite of the controversy, there’s a world to be imagined from this opener, and it’s fewer than 10 words long.

“It was a bright cold day in April, and the clocks were striking thirteen.” – George Orwell, Nineteen Eight-Four (1949)

Powerful because: The scene is set, and something is awry — clocks don’t strike thirteen. Orwell’s opening line goes one of two ways: we imagine a world where things have changed for the better, or one where things have gone horribly wrong.

“As Gregor Samsa awoke one morning from uneasy dreams he found himself transformed in his bed into a gigantic insect.” – Franz Kafka, Metamorphosis (1915)

Powerful because: It’s menacing, it’s right to the point and it’s so completely off the wall, that we’d be bonkers not to read on. Vonnegut said, “To hell with suspense. Readers should have such complete understanding of what is going on, where and why, that they could finish the story themselves, should cockroaches eat the last few pages.” Rather fitting. Remember this when you write your own copy.

“All this happened, more or less.” – Kurt Vonnegut, Slaughterhouse-Five (1969)

Powerful because: It’s a classic opener, promising epic tales of misadventure, but with a sardonic twist which suggests a keen eye might be needed. It has some classic storytelling elements, too, namely that we might be dealing with a narrator who’s experienced great trauma or adventure.

“Vaughan died yesterday in his last car-crash.” – J. G. Ballard, Crash (1973)

Powerful because: Who’s Vaughan? Why has he been in more than one car crash? Why does it matter? There are no car crashes without drama, and we’re bound to be introduced to some pretty traumatized characters later on.

The best one-liners present a curiosity to fret over, or a character to wonder about. The best one-liners hint at a widespread problem and prompt the reader to think about a possible transformation. The best one-liners, like the best stories and the best copy, are invitations.

If you can invite your reader into a world of stories and conflicts and transformations with your copywriting, then you will have created something commercial, with a truly fictional heart. And that, is a story worth telling.


For More Meaningful Copy, Think Like a Fiction Writer

3 Heavy-Hitting Conference Talks About Copywriting

With the sheer volume of content out there, your copy needs to be great.

Scratch that — your copy needs to be damn near perfect.

The stakes are high in today’s world of mass email marketing, PPC and content marketing. And if you don’t have the skills necessary to write truly over-the-top compelling copy, you’re one, two, three… OUT.


But there are people out there who are slaying it in the copywriting sphere. Joanna Wiebe, Demian Farnworth, Amy Harrison and Unbounce’s own Michael Aagaard are masters in their fields, and prove that it is possible to stand out in a copy-saturated world.

These amazing marketers have been generous enough to share their copywriting secrets with Unbounce conference goers. And now? We’re sharing them with you.

The following videos will not only teach you the most effective copywriting principles, but also inspire you to #dobetter. Watch ‘em all at once, or one at a time to let those copywriting tricks really sink in.

3 Undeniably Real – and Sometimes Disturbing – Test-Proof Truths That Will Shake What You “Know” About Copywriting with Joanna Wiebe

Joanna Wiebe (Founder and CEO of Copy Hackers) gets her kicks teaching businesses how to steal messages from unsuspecting customers and prospects… and then use those messages to boost trial starts, installs, paid conversions and upgrades. All that stealing might sound skeazy, but tests show your customers will actually love you for it.

You’ll learn:

  • Why you should test your headline and button copy together.
  • Why and how your headline, subject line and CTA should all have one job.
  • How to write compelling copy by stealing words from testimonials and reviews.

How to Write Copy that Converts: Actionable Insight From 6 Years of Testing with Michael Aagaard

Unbounce’s Senior Conversion Optimizer, Michael Aagaard, is widely known as one of the most passionate and enthusiastic people in the CRO industry. He strives to make the internet a better place by inspiring companies to create delightful conversion experiences from a place of data and creativity.

You’ll learn:

  • What WYSIATI is and how the framework can help you craft a compelling conversion experience.
  • How to create the path of least resistance from that first click all the way to your CTA.
  • How to find that sweet spot for conversion copywriting — the overlap of creative and analytics.

3 Impossible-to-Please Copywriters Tear Down and Rewrite Your Headlines Live with Joanna Wiebe, Demian Farnworth and Amy Harrison

Demian (Copyblogger), Amy (Write With Influence) and Joanna (CopyHackers) are three of the web’s most prolific copywriters. All three obsess over the effects that copy has on conversion rates and brand “stickiness.”

In this upbeat and entertaining panel, our three copy maestros tear down and build up landing pages submitted by attendees. The session is filled with actionable advice on how to improve the copy on each page.

You’ll learn:

  • Why your copy should start with symptoms, not solutions.
  • How great copywriters find products that position them for success.
  • Why thinking about your CTA as a “call to value” can help you write more effective CTAs more quickly.

Hungry for more?

If you want to get in on the action live, Amy Harrison (one of our top rated speakers in 2015) is speaking at our upcoming Call to Action Conference.

Check out her talk Is Your Copy Selling You Short? (How to Find Out and Fix It) — and many other inspiring talks by CRO heavyweights — from June 19th – 21st in Vancouver, Canada.

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3 Heavy-Hitting Conference Talks About Copywriting


Scanners Vs. Readers: How To Create Web Content That Engages Both Reader Styles

“A wealth of information creates a poverty of attention,” Herbert Simon, Nobel Prize Winner Are You Settling For Web Scanners? You probably know that most website visitors don’t read word for word. While there are the rare readers, you may have accepted that your visitors will not spend long on any page. That’s just the sad nature of the beast. After all, it makes sense that most people would read differently on the web than when they’re up all night with a David Baldacci page-turner. You can’t expect them to devour every word. They scan. They bounce. They multitask. They…

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Scanners Vs. Readers: How To Create Web Content That Engages Both Reader Styles