1. Review: The Step-by-Step Copywriting Course
May 03, 2005


by Jill Whalen © 2005 http://www.highrankings.com/copywritingcourse I've spent the past couple of weeks reading Karon Thackston's copywriting course, and boy-oh-boy is it a winner! Karon spent five long months putting down on virtual paper everything that she's learned in her 20+ years as a veteran copywriter. In fact, she told me that the hardest part was consciously making note of what comes naturally to her when she writes. I understand that perfectly, as that's the same thing I do when writing or speaking about search engine optimization. But, man, when you can get that natural process ... (read more)

Author: Jill Whalen | Article Views: 2038

2. Features vs. Benefits vs. End Results
April 25, 2005


by Karon Thackston © 2005 http://www.copywritingcourse.com If you've been in the copywriting realm for very long at all, you've heard the phrase "features vs. benefits." It's a fundamental copywriting principle and driving force behind much of what we, as copywriters, create. But there's also another aspect to this equation. What happens after customers buy your product or service? Once they've used what you have to offer, what will be different in their lives? What will the end results, of their buying decision, be? Getting your customers to look at the end results of their act... (read more)

Author: Karon Thackston | Article Views: 1966

3. Writer's Block Begone!
April 15, 2005


Back when I was in college, I belonged to one of those professional associations for the video industry. (I was a student member.) The monthly newsletter had a column called "Writer's Block." Although called Writer's Block, no one ever wrote about this mysterious and debilitating condition. So, finally, one day I decided to tackle the subject. I don't remember much about the article except it seemed to be about eating chocolate, taking walks and not doing much writing (it was supposed to be tongue in cheek). I don't think it turned out as successful as I had hoped. Anyway, my point is th... (read more)

Author: Michele Pariza Wacek | Article Views: 1866

4. Creating A Search Engine Copywriting Plan
April 12, 2005


by Karon Thackston © 2005 http://www.copywritingcourse.com/keyword Search engine copywriting has become an extremely important part of the overall search engine optimization process. However, in addition, search engine copywriting has developed into a misunderstood craft. Shoving keywords in anywhere they can possibly go is not considered search engine copywriting. The process is more defined than that. Successful SEO copywriting takes planning. Any half-hearted efforts at writing copy geared strictly toward the engines will usually result in a decline in your customer's experienc... (read more)

Author: Karon Thackston | Article Views: 1969