Core Message Platform™ Blog
How to Create Strong Video Scripts Part 3
In the final segment of my three-part series on writing effective video scripts, I am going to focus on how to leverage the sensory-rich tools you have with video that can engage your prospects on a deeper, emotional level. The key is to plan ahead and incorporate...
How to Write Better Video Scripts Part 2
This week’s secrets to writing better video scripts focus on structure, which is often overlooked for some crazy reason. Remember, a poorly planned script will doom a video before you even turn on the camera. In a nutshell, you want to structure video scripts like...
How to Write Killer Video Scripts – Part 1
Having video on your web site today is a must. In fact having video as part of your marketing content mix has gone from being a bonus for your web site to something your visitors expect. If you have a landing page dedicated to your product, service or book, it needs...
Make Your Sales Copy “At-a-Glance” Friendly
Marketing copy that’s intended to sell should be written in a concise style, so it looks inviting to the eye—or as I like to say, “at-a-glance” friendly. Face it. Looks count for a lot when you create marketing content. If your copy doesn’t look friendly to read, it...
Sales Copy: How to Master Setups and Payoffs
Setups and payoffs are the vital relationship between your headline and your first line of sales copy. Good marketing content can really go splat when strong headlines are followed by copy that doesn’t have much to do with the headline. Never make this mistake....
No B.S. Your Marketing Content Must Really Mean Something
I thought I’d start the New Year by returning to a sales writing fundamental that’s always worth revisiting: Everything you write must be believable and really mean something. It’s natural to want to add a little sizzle and hype to your marketing content, especially...
Sales Copy: Talk About the Needs of Your Prospects First
It can be tempting. Very tempting. But try your very best not to do it. Never open a marketing piece by touting how special your books and/or Instead, take a more humble approach. Begin your marketing content by talking about your prospects. Make it clear that you...
Blending Keywords into Your Web Copy: It’s Not that Hard.
Search Engine Optimization (SEO) plays an important role in driving traffic to your website. A big part of your SEO effort is incorporating keywords into your website sales copy. SEO strategies and tactics change almost weekly. However, as a nice little holiday gift I...
Copy Heavy vs. Copy Light
The great debate rages on. Should your marketing content be copy heavy or copy light? Should your web pages be long and detailed—or short, simple and sweet? Some people swear the days of long sales copy have died and gone away because nobody reads anymore (which...
How to Leverage “3 Secrets to” Headlines
As I always say, the easiest way to improve any marketing piece is to create a better headline. That’s how you compel people to read your body copy. There are a lot of quick and easy headline types that I love to use, but in this post I want to focus on my “3 Secrets...
How to Write Your Own Testimonials
Several weeks ago I wrote a post titled, 5 Steps to Collecting Killer Testimonials. Step 4 of the process centered on the idea that in some cases it is perfectly acceptable to write your own testimonials. Today I want to detail how you go about doing this. First, a...
Simple Words and Short Sentences Sell
It’s always worth looping back to this essential point from time to time. When writing sales copy for your book or product, avoid being fancy and cute with your sales writing. And never try to impress people with how many big words you know. Even heavy readers with...