Core Message Platform™ Blog
How to Write Commanding Call-to-Action Lines
Always tell your audience what to do next! Over the years I’ve written marketing copy for dozens of authors and business coaches who had enough confidence to write their books. However, along the way I’ve found that many authors are reluctant to ask people to...
The Secret to Engaging Marketing Copy “Skimmers”
Leverage this simple but powerful headline/subhead technique If you’re an author or business coach, you face one never-ending challenge when writing marketing copy for your books and online programs. Your challenge is this: Getting people to actually read your...
Leverage the 2nd Most Powerful Word in Marketing
Discover the importance of writing you-directed copy! If you’re an author or coach who is selling books and programs, you’ve probably heard that the word free is the most powerful word in marketing. It’s usually associated with free consultations or free bonuses....
How to Fuel Your Benefit Statements with Emotion
Move your audience to action by tugging at their heart In my last two posts, I've focused on the importance of stressing benefits when writing book marketing copy and landing page copy for your online programs. To repeat my mantra: If you're an author or coach, what...
How to Write Benefit-Driven Bullet Points that Pop
Discover how to keep them crisp, tight, and action packed! When I write book marketing copy for authors or marketing content for business coaches, there are a few areas where I really focus my time and attention. Two of those areas are headlines and bullet points....
The One Big Thing Your Marketing Copy MUST Focus On!
Great book marketing copy revolves around this one key point I’ve written book marketing copy for more than 200 authors and business coaches. What I’ve noticed over the years is that many of them instinctively want to begin their marketing copy by describing what...
Marketing Copy’s Most Important Real Estate
Your promotional success could hinge on this one thing! When I write book marketing copy for authors and coaches I get asked a lot of really intelligent questions about message development. If there’s one question I get asked more than any other, it’s this: "Casey, if...
Your Marketing Copy’s Secret Sauce
Never overlook this essential ingredient! When writing book marketing copy for authors and coaches, I do everything I can to avoid using clichés. So I’m a little nervous about using the term "secret sauce" in this post. But I think it applies. When I was a kid, there...
How to Improve Marketing Copy While You Sleep
Never fail to leverage this vital editing technique! In my post last week, I revealed a basic, but powerful book marketing copy editing technique for authors and coaches. I stressed the importance of reading your marketing copy out loud when revising and polishing...
My #1 Marketing Copy Editing Technique
Never skip this step when revising your copy! The one common thread that runs through all the book marketing copy projects I’ve done for authors is that I’ve never dared show them the first drafts I’ve written of their promotional materials. Now, I think my first...
Does Book Marketing Copy Have to Be Clever?
How "catchy" does your messaging need to be? Like all of us, the authors for whom I write book marketing copy have spent their lives being bombarded by zippy and clever Madison-Avenue-style advertising campaigns. This has given many of them the impression that their...
Time to Bust a Big Book Marketing Myth
Never fall victim to this trap! I love writing book marketing copy for enthusiastic authors who want to reach a lot of people and make an impact in the world. However, I always keep an eye out to make sure the authors with whom I work are not lured into a complacency...