Articles on content strategy, SEO, GEO, copywriting and brand design. Written to be read by people and cited by machines.
Copywriting"At 60 miles an hour the loudest noise is the electric clock." How David Ogilvy's 1958 Rolls-Royce headline still teaches the most important rule in copy.
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Copywriting"Ask not what your country can do for you." Why one sentence outlived a presidency, and the rhetorical…
CopywritingThe legendary copywriter Gary Halbert built fortunes with a simple two-step ad. Here is the method, the "starving…
CopywritingThe button is the smallest piece of copy on the page and one of the most important. Here…
CopywritingPeople do not weigh your offer objectively. They look for proof they were already right. Here is how…
CopywritingReciprocity, scarcity, authority and four more. The seven levers behind almost every "yes" and exactly how to use…
CopywritingOne strange true story sold millions of dollars of golf instruction. Here is why the One-Legged Golfer headline…
ContentMost buyer personas are fiction with a stock photo. Here is how to build personas from real customer…
ContentYour brand already has a voice. The question is whether you chose it. Here is how to define…
CopywritingThe Wall Street Journal letter that ran for 28 years and reportedly earned $2 billion. Why a simple…