The goal of ad copy is to increase conversion rates and profits. There are three ways to make a business more profitable. You can increase the traffic to the sales page, increase the value of the product or service, or you can increase the percentage of web traffic that converts to customers. Increasing the conversion rate is the most effective way to increase the profitability of a business.
An excellent post – you had me hooked with the 7 Reasons headline. The scientific reasoning was so interesting and I know I can take these tips on board and write better copy. Verbs. Verbs. Verbs. The powerhouse of the sentence. Having read your post, I have learnt about mirror neurons, I ‘heard’ the bone break and I tasted the cold beer (I don’t care whether its ‘the done thing’ I like my beer cold!) I also enjoy playing the devil’s advocate and now understand why it is such a useful and clever tactic and I love any form of transportation/escapism. One of the reasons why TV ads are so powerful, they offer a brief glimpse through a window into another world. Fantastic writing and great inspiration and motivation. You have earned your beer. Thanks.
As John and others have said, your great ideas can also be applied to other fields, in my case the world of creating better presentations. As a presentation makeover specialist, I am often challenged to explain “how and why” a great presentation is so much more than pretty colors and pictures. You’ve provided me with some excellent facts that I can adapt to my story – many thanks!
After you write your first round of copy, read it out loud. Also, have someone else read it to see if they understand the message and the call to action. As you edit, cut unnecessary words and consolidate ideas. See if you can get your text down to 30 to 50 percent of what you started with. Also, include bullet points and possibly subtitles to make it easy to read-and, more important, easy to scan--as most readers scan a page before deciding whether or not to read all the details.
The proxy for content marketing in the following charts is "Attract", since content marketing is the top-of-the-funnel activity that attracts people to your business. "Convert" and "Close" refer to middle-of-the-funnel and bottom-of-the-funnel marketing activities, like email marketing, nurturing, sales enablement, marketing ops, conversion rate optimization, etc.
Marketing copywriters create persuasive writing to promote the sale of a business' product or service. The writing is used in various print and broadcast materials, such as newspaper and magazine ads, television commercials, direct mail campaigns and radio announcements. Copywriters often integrate the copy with graphic images, music and other visual and sound components.
While today Sunkist is a mega-brand, there was a period of time where they were growing more oranges than their customers were eating. They actually had to start cutting orange trees down. They ended up hiring an advertising genius named Albert Lasker who introduced American's to the idea of "orange juice". He patented an orange juice extractor, sold it for .10 cents a piece and American's started buying oranges in droves. The campaign name? Drink and Orange. It's a concept that is anything but new to us today, but back then it made for killer copywriting. 
However, I took at look at the abstract of the study on the Devil’s Advocate. It was interesting to note that they found that objections only increased the persuasiveness of the message if people knew the objections were not authentic. In other words if they knew a person was giving a dissenting view in order to play Devil’s Advocate and not dissenting because they really disagreed.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
ContentWriters assigns flat-rate writing assignments based on your areas of expertise. You could be asked to come up with proposed blog ideas or be offered regular writing assignments for a specific client or campaign. An editor reviews the work and an administrator is typically responsible for taking care of the customer service aspects of the project. Depending on your niche, this could translate into a moderate amount of assignments paid out twice a month through PayPal.
No, they don't. They care about what's in it for them if they pull out their wallets and hand over their hard-earned money to buy your product or service. They don't care that you've been a member of the local Chamber of Commerce for 20 years, and they don't care how cute your kids are (so leave them out of your commercials, please). Consumers care about having their needs and wants fulfilled. The goal of copywriting is to convince consumers that the product or service you're selling will meet their needs and desires, even if you have to create perceived needs and desires for them. In other words, your copy must focus on the benefits consumers will receive if they buy your product or service. It's great that your business has operated from the same location for 10 years, but for the most part, consumers only truly care about what your business can do for them and how your business can make their lives easier or better. Those are the messages your copy should focus on in order to drive results.
Content writers might enroll in electronic writing certificate programs. These programs are available at the undergraduate and graduate levels and offer courses in such topics as Web design, blogging, wikis, electronic rhetoric, and technical writing. In many cases, employers are more considered about writing and grammar skills than with education. Many employers require a writing test to be completed by applicants.

Thanks for the great tips, Gregory. I’m going to share a link to this blog with my readers because it’s so informative. Okay, with 2 tips out of the way I’ll relax and get to my point. Recently, a magazine publisher shouted (Australian for “bought”) me a dinner. Over the course of the meal, I mentioned how skeptical I was about claims that copywriting can pay big money. She told me categorically it can and recommended a course to me. The name of the course rang a bell with me, but I couldn’t place it. When I returned home, I looked it up and remembered how I’d been turned off before by its heavy hitting hype. Reading it anew, I had more faith in its claims because she had been so sincere and had nothing personally to gain from recommending the course. I’m still a little skeptical, though, because the copywriting that promoted the copywriting course was so ineffective with me. Then again, maybe my ingrained skepticism is not typical of most readers and I could possibly learn from those who have studied copywriting scientifically and know what works for the majority of readers. Thoughts?
We have the team. We have the technology. Now we have to actually start "doing" the content marketing. In this blog post, we can't cover every manner of sin when it comes to creating content, but we can go over 1) the types of content assets a content marketing team could be creating to demonstrate the breadth of the opportunities available to the content marketing team, and 2) who should be involved in creating those assets.

There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.


In mid 2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags[29] to Donald Trump and launched a video content on YouTube and Facebook. The video campaign received various awards including most creative PR stunt[30] in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publication mentions (including Mashable, Quartz,[31] Indian Express,[32] Buzzfeed[33]) across 80+ countries.

Let's say you're using PPC as your primary means of generating leads for your business. You need more leads, and decide to bid on the term "infographic generator" for $2 a click. At the end of your month-long campaign, you generated 1,000 leads and spent $10,000. Not bad. But what about next month? You have to spend $10,000 again. And again. And again. That is, if you want the leads to keep coming. In other words, when you turn the faucet of money off, leads stop coming out. The same concept applies with list purchasing, tradeshow marketing -- anything where you don't own the property from which leads are generated. Now let's contrast that experience against, say, blogging.
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