My Social Media Manager Clients Judge Me (and You) in 2 Seconds

How Clients Snap Judge My Social Media Manager / Copywriter Website… and Yours

The very moment a prospect shows up at your website, he scans it and judges what he will do in about 2 seconds. If what that person reads is your own true, authentic voice, then that is the information that the prospect will drink in. In mere seconds, they will decide whether they like you or not. Of course, they’re taking in all the information — the visuals, the video, the words — pretty much everything as they take a snapshot of who you are. In my case, a social media manager and copywriter. 

The key to my own Social Media Manager / Copywriter Website is My Voice

Not taking charge of the voice of the website and dissuading from writing copy that truly conveys one’s own authentic personality is the failure of many websites out there. Often, a sign of this is crummily-written headlines and yucky copy — a replication of some Internet Guru website or a mish-mosh of copy inspired from different sources. It doesn’t stop there. Because we depend on website designers, copywriters, blog post writers, etc., to make up the elements of a website, the website can become a mash-up of different personalities but not your own.

What I had to Fix about my own Social Media Manager / Copywriter Website

I was certainly a victim of conflicting voices in my copy when I first launched my website. It wasn’t easy to fix but with patience and hard  work, I adjusted the tone of the copy, came up with original ideas for the persuasive portion of the text and asked my clients to contribute well-structured testimonials. Going the extra mile and taking the effort to do all this is well worth it. Because as a client comes to your website and reads the words, the fact that they reflect you means they are much more likely to stay on your site and acquire your products or services. They read headlines and copy written by you, videos that reflect you and they make a decision.

Most Websites You See Out There are Formulaic

Many websites out there keep to a certain formula and a look. Often, the website owners think it all works. And it does, but in a low-quality way, which won’t necessarily work for you. So sit down and have a good hard look at your website. Ask your friends and colleagues to tell you what they think of it. Ask them if they feel it has an authentic voice. If they feel it doesn’t ,then it’s time to get cracking and revamp your website. I myself had to be honest with what I was doing. After much deliberation, I revamped my social media manager / copywriter website and I’m glad I did.

Start with the Easiest Part: Your Testimonials

If you already have clients, ask two or three of your best clients to give you a well-structured testimonial. Make sure the testimonial reflects who you are and what you do in an authentic way. If you can make an audio or a video of that testimonial, that’s even better. Starting with the testimonials is one of the easiest steps to getting your website to look and read much better.

In the end, your headlines, your graphics, your language, your tone, the look of your website, all have to work together to deliver a good impression — in a matter of seconds. So get cracking and start revamping your website now if you feel you could do better.

Because those two seconds count. They really do. I speak from experience — I’ve worked hard to make my social media manager / copywriter website look polished and refined; I’m very proud of it, I am. 😉

Why Copywriters Employ Stories in their Copy

Stories are Great for Making a Copywriter’s Work Effective

Many sales letters written by a copywriter begin with a gripping story and generate whopping profit for their distributors. No doubt about it, stories are great for hooking a reader in and ultimately persuading him or her to shell out money for a product or service. A story helps dramatize an event that readers find much more interesting to read about than copy that is 100% “salesy” talk. All sales letters spell out problems, solutions and benefits. But a story can bring in emotion and sequence that immediately grabs a reader’s attention. So this begs the question: should one use a story in all sales copy?

An Expert Copywriter Knows When to Introduce a Story

The answer is: it depends. A copywriter worth her salt will develop taste and judgment as to when to use a story but if you’re a newbie, here are some things to keep in mind — introduce a story when you need to:

– establish a point of difference

– pull emotional heart strings

– garner attention

– make the product or service easier to explain

Establishing a Point of Difference

It’s hard to tell between one product or another. There are so many similar products and services out there that it is hard for someone to ultimately tell which product or service he or she should spring for. This means that if you are hawking a product or service, you have to stand out from your competition. This is where incorporating stories help tremendously. In a world of millions of products and service, the story becomes the point of difference, due to how it appeals to the consumer.

The Copywriter Makes Sure the Story Tugs at your Heart

Most stories have a core emotional factor. By simply writing the story, the copywriter is leading the reader down a path of emotion and feeling rather than straight logic. And it is a well known fact that most buyers buy on the basis of emotion. And yet what’s interesting about this is that the emotion doesn’t have to be positive. It can be negative and premised on fear so that the consumer buys the product or service in order to attain relief from the fearful concern. This goes to show that emotions are very powerful because they reach people on a layer below that of logic; they force you to pay attention to the copy.

It Grabs your Attention

A story follows a sequence like that of a movie. Two people do something and then they do something else. Then they have to take an important decision together. And so on and so on. This flow is part of every good (and bad) story. It’s what captivates the reader’s attention. This, in combination with the emotional tugs (when well written) makes it hard for the reader to stop reading the story and the copy. This brings us to the fourth element.

The Fourth Element: Making It Easy to Explain the Product or Service

If you were to approach a person with straight sales talk, i.e.: pitching the product or service to somebody without starting a story then you might get glazed eyes. People hate hearing pushy sales talk and will do little to retain whatever was said about the product or service. When you jumpstart your pitch with a story, however, if it’s a captivating one, people will listen and retain the story, which makes it that much likelier that they will listen and retain to what you say about the product or service. They may even go on to tell the story or relate the pitch to someone else.

But can you use a Story in every Pitch?

Technically, you can. As a copywriter, I use it every time I’m dealing with a product or service that is not exactly one-of-a-kind. In such cases, the story can make a tremendous difference. However, if you’re hawking a product or service with a strong point of difference, then you don’t need to. Case in point, an article writing course dubbed the “toughest online article writing course on the planet”. Well, this product doesn’t need a story to sell it properly. Its point of difference immediately jumps out at you.

So if you’re going to play the copywriter and write a persuasive pitch, go for the story when the product or service doesn’t have a sharp point of difference, but use no story when the product DOES have a stark point of difference. :)

Creatives and Copywriters: How to Keep Your Left Brain from Dominating

As a Creative, This Copywriter Works Mostly from her Right Brain. So Do You.

I’m a copywriter who earns her livelihood from writing powerful, creative stuff. So how do I make sure that I’m at the top of my game at all times? First, you have to recognize what working from your right brain feels like.

You know that feeling you’d feel if you were pulled into the cockpit of a high-speed bullet train and told to drive the vehicle? Or how you first felt when you drove a car? Or what encountering the tool bar of Photoshop first felt like? That feeling is your left brain at work. The left brain is the bullying side of your head. It doesn’t just complicate things with its straight-laced logic, it does something else — it crimps the free-thinking processes of the right brain.

Your Left Brain: Your Logical, Mathematical Side — a Copywriter’s Enemy

A copywriter’s enemy, that is, when she has to sit down and be inspired. The left brain is mathematical and logical and likes to be correct every time. This is fine when you use it for math (when the answer for 4+6 is always 10) and other black and white logical questions but what happens when you try to use it for drawing and writing? It goes a little crazy. That is, if you’re unused to purely using your right brain. After a while though, once you start writing and drawing, your left brain calms down and your right brain takes comfortably over.

One of the things that sets the right brain apart from the left, is that it can be at its most creative when you apply “crazy” rules to an exercise. What happens then? You get decidedly more creative and your left brain completely lets go of the steering wheel. What’s not to like about this?

When a Copywriter uses the “Crazy” Right Brain to Write Articles

Case in point, let’s say, as a copywriter, you are writing an outline for an article. And you logically want to write it out. Well, this will take you up to 20 minutes to perform with your left brain putting up some major resistance. So provoke it to step aside in favor of your right brain by giving yourself a fixed time to write the outline. “How can you produce quality work within such a short time frame?”, it will complain. But just ignore it and go with your crazy brain.

Studies have shown that students using shorthand while taking dictation work better when the dictation goes at a fast pace. The study found that their mistake rate went down when the students didn’t have time to think — their speed and accuracy were up significantly.  While increasing speed doesn’t always work to get the creative, right brain mojo going, often changing the method, location and technology does. You have to get creative about how to tap into your creativity. Experiment and see what works.

How do you know when the Left Brain has taken over?

If you freeze, take too much time or find that what you are doing is driving you crazy, then your bully left brain is dominant. Find a way to access your right brain so that you can tackle the same job in a different way. You’ll get your work done in a shorter time frame and the quality of your work will be better, too.

But Remember to Take a Break Every Now and Then

Make it a habit to take a break when you are working, even if it’s just a small one. A few minutes make a tremendous difference. Take a genuine break by ditching the computer completely. Step outside for a moment. Or do some impromptu exercises in your office space. You will find that your brain will function a lot better afterwards. Try it. I have found that such breaks make me the best copywriter that I can be. :)

Why a Copywriter can Struggle Writing a Blog Post

Unique Content is a Myth: a Copywriter Can Struggle Writing New Stuff

When I work as a copywriter, I love listening to the song “Night and Day.” Have you ever heard of it? A song made popular by Fred Astaire, right?

Um, nope. You’ve probably heard the version sung by Billie Holiday. Well, what if someone like George Michael sang it? Or Michael Buble? Would the audience think less of the beauty of the song, just because someone else sang it?

Certainly not. In fact, every hit song, even some obscure songs, are covered by other artists and are well-received by the public. This is a truism: what people listen for aren’t the lyrics but the variation of the voice singing the words.

This is very relevant to the fact that this copywriter is writing an article about Horseback Riding

As I research articles on horseback riding online for a client, I go through the realization that there could be millions of such blog posts and articles out there on the topic. This does not inspire me to add one more article to the crazy mix. But taking the “Night and Day” song analogy — I realize it’s not so much the content that can matter to the reader, but the freshness and originality of the writing, the examples cited, the pictures, the imagery, etc. That is, the presentation of the topic. In this sense, writing an article is a lot like an artist singing a song. What the readers and audience look for and care for, is how the words make them think and feel. That is what counts.

This does not mean a Copywriter can plagiarize everything she sees

But it should instill the confidence in any copywriter that a reader wants to listen to a new voice on any topic — the way you string together words and sentences, your original sense of humor, and more. All these little things make the article stand out and are the copy flourishes that a reader wants to read.

Of course, it happens that a copywriter may have to write about something that has been written many, many times before. Other times, he or she gets to write something new and unique. And, still yet, there are other times when the copywriter finds out that what he or she thought was an original, unique topic has actually been covered several times before.

That’s how it is

No cartoonist sets out with the intention of copying another’s cartoon when he or she has been commissioned to draw a political cartoon. Articles abound in any newspaper or magazine, but a political cartoon stands out like a light bulb in the dark. So strive to be original, and then you will find that your article stands out above all the others.

Again, that’s how it is

Most ideas have been done before by someone else. That copywriter or cartoonist didn’t set out to imitate you and vice versa, but somehow it happened that the both of you ended up with something strikingly similar. But what should be noted is that both your readerships loved what you wrote or drew. And it could be that even if both articles or cartoons were printed side by side in the same paper, your readerships would still love what the both of you did.

In fact, the song “Night and Day” has been covered by dozens of artists ranging from Billie Holiday to Frank Sinatra to singers on Broadway and more.

Now do you understand?

It’s not what you write, but how you write it that matters.

Now I will go and write that article because I know now that I, as an expert copywriter, know what to write; and that my readership will want to read it because it is yet another example of my solid, original writing. :)

Take It from a Copywriter: The Wisdom of a Stop Doing List

What is a Stop Doing List ? Let me, a Copywriter, Explain

Most people, whether you’re a copywriter or not, keep to-do lists — lists crammed with tasks they need to fulfill and cross out in order to feel productive. But hardly anybody thinks of writing out a stop doing list. What is this exactly? A stop doing list is either a personal or business list where you write out all those activities you need to stop doing in order to clear the decks for habits or activities you do want to welcome in your life. For example, the first thing a lot of people do when they wake up in the morning is to check their email accounts on their smart phones or iPads — easy-to-reach-for contraptions placed on the bedside table. According to the health experts, doing this first thing in the morning is one of the worst ways to wake up. (It’s important to “wake up slowly,” they say.) So list an action on your stop doing list that would terminate your habit of turning on your smart phone in the morning, in this case, “switching off all devices before going to bed”. As someone who goes through this — as a busy copywriter I have a bad habit of checking my assignments first thing in the morning rather than after breakfast — it helps to have that slight time lag when your mobile or iPad is turning on. It gives you a bit of time to ponder on whether or not you really want to check your email. (The answer is usually no.)

How a Stop Doing List has Helped Me as a Copywriter

As a copywriter for hire, a solopreneur, business woman, etc., I often find myself juggling multiple tasks. This can lead to Serious Overwhelm — periods in your day or week where you’re slammed with work or, worse, tasks and activities that keep you busy but aren’t generating any direct income. In such cases, I’ve found keeping a stop doing list invaluable. It keeps me sane and happy when other copywriters for hire would be driven mad with activities that ultimately don’t feed funds into their bank accounts. The raison d’etre of the stop doing list is to keep you from working endlessly.

Copywriter 101: Combine the List with Taking Mini-Breaks

It’s vital to take frequent mini-breaks and long vacations from work. If money is an issue, note you don’t have to take long vacations. Mini-breaks where you only take a couple of days off are enough to refuel your tank and refresh your body and mind. However, every three months, you’ll need to take at least a week off. In my experience though, I have found the mini-breaks to be more important than the long breaks. Schedule these for every month and a half or so. These can relax you considerably.

A Stop Doing List for your Vacation Breaks

– You must leave your home. You cannot have a deep relaxing time away from work when you are sitting at home, no matter how hard you try.

– Turn off your phone and computer. You’ll live. Set a message saying that you will be unavailable for a few days.

– You may not be able to escape on a mini-break every month and a half or so but it should be your goal to go away on an extended trip every three months or so. In an increasingly hectic world, you need to slow down and let your brain and body relax and touch down to its natural rhythm.

– Plan your breaks in advance, ideally at the beginning of the year and keep to it.

– The way to get started on your mini-breaks is to create a stop doing activities list.

As a work-from-home copywriter, I have the luxury of being able to take time off when I want to. I take full advantage of this. It pays off big time because I find myself staying healthier while tapping into more creativity as I work. Being a stay-at-home copywriter rocks!

Do You Need a Copywriter? How to Know When to Hire One

How to Know When to Hire a Copywriter

In my line of work, I’ve come across many people (who hold positions ranging from project manager to CEO) who are clueless on answering the question of whether or not a copywriter for hire is needed to move a marketing project forward. I’ve often wondering why this is so. Are they uncertain as to what a copywriter does? Or do they believe that copywriters are marketing agents who can do a full-on marketing project for less money than, say, a digital marketing strategist? The answer has proven elusive and yet the confusion persists – many potential employers of mine typically go through a period of the self-taunting question: “Do I need a copywriter?” and sometimes ask me for clarification of what an expert copywriter can do. So, for the benefit of everyone, in this post I’ll delve into how you can determine whether you need to hire a copywriter.

I Need a Good Writer

If this is a recurring thought, then you definitely need to hire a copywriter. The copywriter’s main goal is to make sense of your notes and thoughts behind the concept of a marketing project and to convert the same to highly engaging written text, that is, copy — a written work your audience can read, understand and ideally communicate back to you on. Copywriters are masters of the written craft and can use the voice of your brand to communicate clearly and effectively. With a whip of their pen, they can write out a sales page that will help you generate a greater profit than ever before. An expert web copywriter (a specialized copywriter who knows how to write for the web) will know on-page SEO, that is, how to boost your website’s ranking with the search engines, by going over your website text and/or writing new SEO content for your website.

I Need Someone with a Varied Skill Set

I’ve seen a number of job ads that call for a designer who can also write sharp copy. These ads go on to list requirements designed to nab an experienced and skilled graphic designer who can also write complex, engaging and readable copy. Sure, these people exist but they are proverbial needles in a haystack and won’t go for the $25 an hour rate you may be offering. Expect double this amount or way more. Finding such a person is akin to finding a science-and-math geek engineer who can write the gripping, delicate prose of a seasoned writer. A person with a perfect balance of right and left brain hemispheres — these talents aren’t mutually exclusive but don’t come together naturally in one person.

Should you happen to require such a varied skill set in a professional, then consider hiring freelancers. If the design aspect of the job outweighs the copy portion, then hire a full-time designer and outsource the copy work to a professional copywriter, or vice versa.

I Don’t Need a Copywriter   

People who say this typically end up regretting it. They either take on the writing task themselves or assign the work to an inexperienced writer — the result? Mind-grinding copy. From grammar to formatting to the flourishes of creativity, the copy doesn’t work and falls apart at the seams. Here’s a truism: Writing is a talent that is hard to find among the general populace. This is especially true when you are looking for the written work to persuade, i.e.: have the reader try out or buy a product or service, which is tough in this message-saturated world where most buyers are cynical. When it comes to blog posts and website copy, the content reflects who you are and what your business is about. Awkwardly phrased sentences and bad grammar sends the wrong signals about your brand, so its very important to get the copy right. Don’t go down the wrong road of skimping on the copy, only to be frustrated later. Relax. No matter what your writing needs are, there is a copywriter out there who can help you; talk to one now.

Is Your Article Exciting Enough for Readers? How to Know

When you finish writing an article, you typically have one of two reactions. You think it’s either great or bad. But you may be wrong on both counts. You may think the article is killer, when in fact it stinks. And vice versa.

So how to tell that you’re getting right reaction to your article?

After checking for grammatical and spelling mistakes, you don’t have to read your article from start to finish in order to see if it’s exciting. Au contraire, simply scan the article and while you’re scanning, look for the following:

1) The headline.
2) The first fifty words.
3) The sub-headers.
4) The ending.

That’s it.

If you can see the content flowing from headline through the sub-headers down to the ending, you know your article is working.

The reason it’s working is because the article is hitting on all the questions the reader could possibly ask in his or her mind. But when do you conduct this audit? Before or after you write the article?

Tough question.

In truth, your situation determines how an article is written.

On some days, the article is a “response”-based article, that is, one based on a response to something someone wrote in a forum or a blog and you find yourself sufficiently fired up to write a detailed answer in the form of an article.

In such cases, your answer will have all the power and completeness of a finished article because you’ve tried to make sure you’ve covered all the points. In such a situation, create sub-headers, bold them, and then scan/audit the article for flow. An edit here, a cut-and-paste there, and your article will be ready.

But what if you’re starting from scratch?

If you’re starting an article from scratch, think structure. The outline of structure consists of the headline, the first fifty words and the sub-headers that answer the questions: “What? How? When? What’s the proof? Can you give me an example?” Followed by the end of the article. If you follow this process, your article will flow better than most written material out there.

Example from an Article

Headline: The Power of Connectors in Writing

First fifty words: You’ve started reading a long article. Before you know it, you’re at 600 words. Then at 800 words. And suddenly you’re hurtling past the 1000-word mark. How on Earth did you end up reading so much? When all you wanted to do was skim through the article? Blame the well-placed connectors in the article.

The Sub-Headers:
– So what are connectors?
– Do you see how it works?
– A connection is a bridge
– Why is this slip-sliding so important?
– An Example
– Personal Experience

Ending: Maybe you noticed, but this article you’ve just read didn’t have a groovy style. It lacked stories. It lacked metaphors. And yet it managed to drive home a distinct point that will prove very useful for you in your writing. The main reason you did continue to read, was because of the connectors. Every article, video or sales letter that’s well-written and attention-grabbing has a connection. Create the connectors, place them well, and your reader will read from start to finish.

See the flow in that example article?

Once you’ve established flow in the sub-headers, you’ll have a solid structure. And that is what makes an article exciting to the reader — it’s all about the ability to answer the questions he or she may have in an easy flowing yet structured manner.

This is your internal audit system. How you will know if your article is really good. Or really bad. Way better than just ‘wondering’ if it’s good or bad.

How Rest is Key to Better Writing

At certain times during the day my brain gets tired. And this exhaustion has nothing to do with work or writing. It has something to do with listening.

Listening you say? Yes, let me tell you

Every day I take an hour break and turn on my iPod to listen to a course, a seminar — usually some educational program.

But about 50 minutes into the program, a click happens. My mind shuts down. During these times, even as I try to focus, whole sections of the audio seem to not make sense. I get easily distracted. I try harder to concentrate, but despite my most valiant efforts the info doesn’t sink in.

Overwhelmed with information

I don’t get this way with just new information. Sure, new information wears me out the most, because my mind has to work out:

a) what the information is saying
b) its applications to my everyday life
c) how to use it in the right way (and not mess it up)

Absorbing and applying this info takes tremendous computing power. And by the 50-minute mark, I’m beat.

Yet going through the same information the next day refreshes me

Chalk this up to the fact that my brain has rested. It’s had time to absorb, process, sort out the information into its respective brain compartments and I’m ready to build from where I left off the previous day. And so every day, a new step is added.

This is why writing articles daily works better for me than writing just once a week.

It’s a waste of time to try and write once a week

When your brain is uploading new concepts, the brain heats up and struggles a bit every day. Then it needs a rest. By the next day it has fully uploaded the information it learned the day before. The absorption goes on.

And then it rests again. However, if the mind works this way day after day, for a week or so, it learns and adds to the knowledge so that by the time the seven days are up, it is confident about what it has learnt.

If your mind takes on all the concepts at once it goes into a state of confusion

But if it absorbs information during a set time over a week, what happens?

You get better. And this is because the brain has gotten time to rest. It gets time to resolve problems and glitches. It gets time to store the information. It gets time to flex and apply the information piecemeal, which is the best way to learn something new.

But you don’t have time to write every day

It’s probable you don’t. I don’t. No one has time to write every day. But all of us walk around in the solid belief that we can set aside one big chunk of time in the week, and that’s when we’ll get things done.

When you do that, this is what happens next: Not only will that time bloc come and go, you’ll feel yourself more under pressure than ever. You’ll be more confused than ever.

But setting aside just 15 minutes every day will get you to writing some paragraphs. In the beginning, it doesn’t matter if they’re bad paragraphs. It doesn’t matter if the headline is terrible. It doesn’t matter if the piece doesn’t flow.

What matters is that you plug away every day. It’s about giving your brain the best opportunity to succeed by giving it a restful break between daily sessions.

The story behind why I started writing once a day

At one point writing was a torture. I wasn’t writing once a week, I was writing once every couple of weeks. I’d struggle over an article for more than a day, and there was no certainty I’d even finish it.

Obviously, I wasn’t having any fun at all because writing the article was an obligation. I
was doing the articles for free to get a free byline but I hated the process of writing them.

Of course once it was done, I’d be proud of the words and be happy with the work of “art,” but the process, agggghhh I loathed the process. So I did something counterintuitive.

I started writing more frequently

I agreed to take on two projects that had me writing an article or two a day. Granted, my early blog articles were interesting but the writing style hadn’t gelled — there was nothing especially enticing about the style and structure. And then something amazing happened.

I was able to write several articles a week more easily than just one article a month

It didn’t make any sense. Surely I was going to run out of things to write about, I thought. Surely Writer’s Block would hit me like a hammer at some point or another, I thought.

But instead my daily trained mind took over. The discipline of writing every day forced my
head to think of creative ways to tap into an endless stream of content with no fear of writing whatsoever.

Your brain and mine are similar this way

Your head works. Then it shuts down. Then it needs its nap time so that it can wake up refreshed and work to write the next day.

Try the discipline of writing every day and resting soon after. Without such a routine, I believe there is only frustration.

The Power of Connectors in Writing

You’ve started reading a long article. Before you know it, you’re at 600 words. Then at 800 words. And suddenly you’re hurtling past the 1000-word mark. How on Earth did you end up reading so much? When all you wanted to do was skim through the article? Blame the well-placed connectors in the article.

So what are connectors?

You didn’t realize it but you just read a connector. Go back and read closely. What was the last line of the last paragraph. The line reads: Blame the well-placed connectors in the article. Followed by the next line reading: So what are connectors?

Did you see what happened? The reason you slid from one paragraph to the next is because you were following a connection.

A connection is a bridge

See? It happened again. I took the last word and repeated it in the following sub-header. And yes, connectors are bridges. All you have to do is take the last thought of the last line of the paragraph and somehow re-introduce it in the first line of the following paragraph. This creates a live connection that flows through the piece and keeps readers reading, almost as if they were slip-sliding down the paragraphs.

Why is this slip-sliding so important?

Mmmm… think about it. The purpose of almost every first line of a paragraph is to get you hooked and reading, all the way down the paragraph, till the article comes to a logical conclusion. By connecting lines to the following line and paragraphs to the following paragraph, I keep the one connection alive from beginning to end of the article.


Here’s a sample piece from a recent article. Tip: Look for the connectors.

Visited Santa’s website recently? Before you decide to Google him — Santa doesn’t have a website. I’m sure you knew that, right? But what if Santa came to you and said, “Hey, I want to create a website. Will you help me?”

So we start creating a website for Mr. Ol’ Rosy Cheeks

You’d have Content. Graphics. Navigation. But would Santa’s website be like any other website? What would set Santa’s website apart from other websites on the planet?

Santa’s website would be cool, wouldn’t it?

You’d put in videos of Rudolph, Vixen, Prancer and the full team of deer. Santa’s charming personality would be felt in the copy. The idea is that you’d be brimming with joy and happiness visiting dear old Santa’s page. His cheerful personality and heartwarming presence would be felt throughout the page and be contagious.

But then we jump over to your site…

And we see similar graphics, content and navigation. But the something that’s in Santa’s site isn’t in yours. It’s only when you compare the two sites do you figure out what’s missing.

Compared to, your site has little or no personality

And if you don’t have personality, you haven’t started down the path of creating a brand. Where do you get a brand? From your personality.

Personal Experience:

Use connectors in most of your copy. They’re powerful and get the reader to tear through what you’ve written.

Maybe you noticed, but this article you’ve just read didn’t have a groovy style. It lacked stories. It lacked metaphors. And yet it managed to drive home a distinct point that will prove very useful for you in your writing. The main reason you did continue to read, was because of the connectors. Every article, video or sales letter that’s well-written and attention-grabbing has a connection. Create the connectors, place them well, and your reader will read from start to finish.

Stories have natural connectors. As a child when we listened to stories we always wanted to know the next bit of the story. Your connector is a bridge to the next segment of the story.