7 Incredible and Thorough Guides on Copywriting You Must Read

Do you ever feel like you lack the knowledge to write copy that converts?

In that case, you’re in for a treat. These carefully selected resources contain golden copy advice. This gives you the power to seriously outperform anything you’re currently jotting down on these digital pages.

A short piece of advice: I do not recommend reading them all in one day. Bookmark this post, and pick one you like. Study it. Apply the knowledge. Study the results. You’ll be surprised.

And if you do need an extra “dose” of copy knowledge you’ll know right where to find me to supply you with another amazing resource. Sounds good?

Let’s get this show started…Continue reading

September 11, 2017

Copywriting Ain’t Easy (Here’s Why You Should Learn It Anyway)

It’s admiring, to say the least…

Some copywriters consistently generate sky-high conversion rates.

They seem like word wizards, don’t they?

It’s like they have been blessed with a special power that was reserved just for them. But although it may seem that way, this is far from the truth.

They have studied the craft, learned the essentials, know the formula’s and most of all, know who they are writing for. But it’s not easy. Frankly, it’s tough. In this post, I’ll explain why, and why you should STILL be excited to learn the craft.

Let’s dive right in.

Copywriting is an evergreen skill

That’s right. The things that worked in copywriting 100 years ago mostly still works today.

As a matter of fact, I recommend you study copy from the time before the internet.

Why? Well, realize this. There were no digital products. There was no instant delivery. No PayPal. People had to fill in a form with a pen and send money through the mail. Ain’t that something?

You can learn a lot by studying the old greats. And if you do, it will pay for years to come.

If you provide something like SEO rankings for your customers, you will find yourself reinventing your game plan every year, or even six months. You may remember what happened when Google cracked down on businesses who played foul. Businesses crashed.

With copywriting, you can be sure that the tested and proven principles that worked 60 years ago will work tomorrow.

Copywriting skills are useful in many fields

I saw a tweet the other day that mentioned great copywriters bring something else to the table, like conversion optimization advice. There’s a ring of truth to that. What you learn in copywriting is useful in many other ways when you help a client.

You learn about reframing and creating offers, so you can help your customer pricing your product more effectively. Or you can advise him to create 3 versions of his product and help him increase his revenue significantly.

You learn how important it is to avoid friction to make a sale, so you can advise your customer on how to make his forms more effective and user-friendly.

These are just some examples of the added advantage you can provide your customers to give you a slight edge. Do it right, and you can add more value to your services with a minimal time investment.

Selling through words on a page is incredibly powerful

Just think about it…Who doesn’t want to win more business, sell more products and services — just through the power of words alone?

What if you could send an email to your list and actually get consistent conversions? What if you could successfully cold e-mail someone, or put together a sales letter that works? That’d be awesome right?

Well, that’s the true power of copywriting for you. It can keep a business alive and thriving.

Think about it. If you have an amazing website design, but your copy is crap. Is anybody going to buy from you?

The answer is NO!

But why is it so hard?

It’s one of the most difficult things to learn to do well. They say selling is the #1 hardest profession in the world. Copywriting is basically just that, only in print.

Copywriters are paid well because they have put in the legwork. They have studied the craft and found out what works and what not works. Then they go out in the real world and learn first hand what works ánd what not works. They know how to avoid the common pitfalls. There are no shortcuts to turning out copy that converts consistently.

Therefore, good copywriters get such incredibly high conversion rates compared to rookies. They do not write ‘marketeze’ – no. They speak the language of your customer and get into their mind. They continue the conversation that was already going on in their head.

Good copywriters know SEO but write for readers first. Google may analyze it, but your visitors are the people who read your copy. These are the people you need to influence to win more business. Not a Google bot.

You will not become an amazing copywriter in a day. You will have to put in the work and be eager to study the craft. But you can actually improve on your copy skills — and therefore your conversion rates, quite fast.

So where should I start?

There are three books I would recommend to everyone that desires to improve his copy skills (no affiliate links by the way):

And if you’d like to learn more from me personally, there’s this for starters:

  • This blog post I wrote about 13 lessons from Expert Copywriters
  • My e-mail newsletter for short lessons on writing powerful copy. (click the link)


If you can’t write decent copy, it’s nearly impossible to get someone to buy from you. Great copy works like little salesmen all around the internet doing the hard lifting for you.

So stop spinning your wheels and study the craft of high-converting copy. Trust me, you won’t regret the time invested.

Do you have some interesting before and after stories with your own copy? I’d love to hear it!

Leave me a comment below and I’ll get back to you ?

How To Get Writing and Other Important Tasks Done (Even If You Feel Resistance)

Staring at a blank page is awful, isn’t it?

Writing is most likely not a natural process for you. But when you are not creating, you feel worthless.

The words don’t “just come” when you sit down and you never feel like writing.

Yet you feel the irresistible urge to create.

Writers write. Or at least, we strive to…

When, for whatever the reason, we don’t – it comes at a price. You may have had the experience of your mind punishing you for not doing that one thing that makes the most impact on you and others.

But nevertheless, many copywriters, freelance writers, and content marketers struggle to create as much as they would like. Instead, they do low impact work to distract themselves. This is “busy work”.

We would love to be confident each and every time we publish something, but there’s always a light but ever present fear that people might hate it.

We battle with a hostile force, and it’s coming from within…

Resistance: Taming The Beast

But you can’t let it stop you — because that’s when you let it win. Resistance is not a gimmick. It’s real. It’s always there, trying to make you pick the easy route. The route that’s all about instant gratification.

We all battle with it. You need to respect the enemy.

But how come some writers are super productive? Have they “killed” resistance?

No…they haven’t. But there are certain ways to deal with resistance.

And no, it doesn’t involve some next-level software that will skyrocket your biz productivity by 336% with the push of a button. The uncomfortable truth is, there’s no way to get things done without doing the work.

Resistance will never become our friend. But we can change the way we work, so resistance has less power over us.

We all know that ideal person we could be, that has the gym habit, writes consistently, eats healthy all the time and has the perfect work / life balance.

But when it comes to actually doing all those things? Well, that’s a different story. We’d rather just get the end result.

When our reality is too far apart from the ideal person we want to be, we feel friction. We want to close the gap between what we are and what we want to be. This is something we should be grateful for. Why? It’s simple. We can only change when we are aware.

When we don’t act on this friction, it might feel good in the short term. We may end up watching our favorite TV show instead of writing for an hour.

Big deal, right?


In the meantime, resistance grows, time passes. The universe is not in favor of those who don’t act. You can feel the sensation when you’re doing it. You can’t enjoy the movie for the full 100% because it’s not earned. It’s borrowed time.

We Feel Best When We Do The Hard But Meaningful Work

Wouldn’t you agree that we feel best when we contribute and strive toward something? A “scary” fact about our existence is that we are either getting better or worse. That’s good or bad news, depending on your personal situation.

But you have a choice. You choose to get better or worse every single day.

Become aware of your “ideal person” I mentioned earlier in this post. Make the image big and bright. What does he or she do differently? What would you have to do to attain that kind of success?

When most people start to think about their dreams, they make it so big and complicated in their mind that they get “paralyzed” by it.

But simple math will prove that it’s not impossible to reach your dreams. Simply focus on building the habits required to reach them.

Do you want to write a book? A lot of people do, but that seems like an impossible accomplishment, doesn’t it?

Well, not really. If you wrote just 300 words for the next 90 days, you would have 27.000 words on paper.

Want to get healthier? If you would simply do 30 push ups a day for one year, you would have done 10.950 push ups.

Small drops in the bucket add up. But it’s important to show up each and every day. Because remember, resistance is always creeping. Give in, and you’ll find yourself watching Casey Neistat on YouTube (you are warned) or something.

It’s easy to write 300 words and doing 30 push ups each and every day. The danger is that it’s also easy not to do it, dismissing the incredible power to change your life in the long run.

Focusing on building the habit first. Just show up every day. Then expand.

“Little by little one travels far”  – J.R.R. Tolkien

Expanding Is Easier When Resistance Is Off-Guard

You’ve started to build a habit. You feel good about yourself for showing up. That’s when you’ll start building momentum. And when you start to feel good about doing the meaningful things, your brain will actually start to rewire itself.

The resistance will not go away. Just when you’re on a roll and think nothing can stop you, resistance will try to get you to slack off. But if you keep at it, you’ll find that it becomes easier to get the important things done. It’s familiar now. In fact, you’ll feel bad when you don’t do it.

And once you build a habit to write 300 words daily, it’s a lot easier to expand to 500 words daily.

Similarly, if you’re doing 30 push ups a day, you’ve built up the strength to do 50 push ups a day with a lot less effort.

These small efforts repeated daily have the potential to dramatically change your life. It’s really that simple. 

Are you willing to do the work?

The Perfect Place and Time? How About Here and Now…

Here’s another sneaky strategy that resistance employs to get you to slack off: it lets you know it’s just not the perfect time to start.

It will tell you that you have to lock yourself up in a cabin in the woods for 3 months just to write a book, or whatever story your mind tries to sneak into your map of reality.

Most of us create our work in the chaos called “daily life”. We schedule time for creating and just show up.

Jane Austin wrote in a busy family room with lots of visitors. Her desk was a small piece of paper which she could easily hide to prevent that anyone beyond her family would notice her occupation.

That didn’t stop her from being remarkably productive. What’s your excuse?

The perfect time to start is always right now. It’s the only moment you have. You can’t work from the past or the future, or an imaginary perfect situation.

Letting Certain Projects Slide

You know what they say, right? You need to get out of your own comfort zone to grow.

It’s true.

But let me just say this from personal experience: sometimes the effort just isn’t worth it.

How do I know this? I fell into this trap more than once. I’d try to write about a topic that wasn’t well within my expertise and it ended up draining all of my creative energy.

This has the potential to kill your momentum, so be aware.

It’s one thing to start on a challenging project, like creating a 7000+ word guide on a topic you are well-informed on.

But if you’re going to write something about a topic you don’t know anything about, ask yourself: will this be worth it?

If the answer is yes, go for it. If not, you might want to stay within your “power zone” and look for a better-suited challenge quickly and with determination. Not to slack off, but to keep your momentum going.

Are You Ready To Tame Resistance?

I can’t do the work for you. You’ll have to do it yourself.

But I hope these simple guidelines will help you to overcome your fears and take the necessary action to steadily move toward your goals and everlasting success.

Thinking will not overcome fear but action will – W. Clement Stone

Imagine this: what would it be like to have made those changes now, in the future, as you look back and see what it was like to battle with resistance, as you think about it now?

Many people who start taking small daily actions notice that they are unconsciously shaping their life to move closer their ideal self.

After you start beginning to use more of your potential, you may just find that your limitations suddenly start to fade like a shadow.

Over To You

How do you deal with resistance?

Do you have your own strategy to deal with it, or are you going to employ the strategy in this post?

Either way, I’d LOVE to know about it.

Please leave a comment below and join the conversation 🙂

P.S. I was inspired to write this post after reading this amazing book: Do The Work by Steven Pressfield.

It’s a fabulous book and I highly recommend picking it up for those times you need some true motivation (just so you know, the link above is not an affiliate link).

Why Difficult Sentences Scare Readers Away (and Why You Should Write For Easy Reading)

13 Things Expert Copywriters Taught Me About Writing Persuasive Copy

Let me ask you a question…

Do you enjoy reading difficult sentences?

How about complicated words that you can barely grasp the meaning of?

I’m guessing your answer is no. Nobody is blaming you. We understand because we secretly all feel the same way.

As a matter of fact, even the most educated people like to write and read simple words (even when they claim they don’t).

Still not convinced? Let me explain by taking a closer look at the reasons to write your copy to the sixth-grade level…Continue reading

7 Recent Posts On Copywriting You Don’t Want To Miss Out On


If you want to become great at writing persuasively, then you’ll need to improve your craft regularly.

If you don’t exercise enough, you’ll lose muscle and your stamina decreases. It’s the same with your writing skills.

Reading books and blog content is one of the ways I keep improving myself. I come across some amazing content from all around the web.

I realized I’ve never created a round-up post like this, so I think you’ll appreciate what I’ve put together for you today.

So, are you ready to jump into these 7 recent blog posts on copywriting that I think you shouldn’t miss out on?

1. The Biggest Lie In Copywriting by Peter Boyle

In this post, Peter challenges the idea that copywriters are primarily artists and says that instead, we’re more like scientists.

He distinguishes 2 types of copywriting: direct response and creative brand advertising and explains the one problem with the latter…

You’ll also find helpful guidelines for scientific copywriting and discover the one mistake few avoid.

2. How to Nurture Empathy for Your Readers (and Craft Messages That Resonate) by Henneke Duistermaat

If you’ve read my previous post, this quote by Robert Collier might sound familiar:

“Study your reader first – your product second. If you understand his reactions and present those phases of your product that relate to his needs, then you cannot help but write a good letter”. – Robert Collier

One of my favorite writers, Henneke Duistermaat, makes a solid case for empathy in this post. She also mentions that it is not a technique. You can’t sprinkle your sales letter with a little empathy here and there. Nope, doesn’t work like that…

If you want to discover what empathy truly means in the business context, I recommend you read this post.

3. A Scammy Insurance Company Prompted Me to Action—Against My Will by Chelsea Baldwin

If you want to get a good impression of the true power of copywriting, read this post. Chelsea calls this a *rant* — and it is! However, this short but powerful post will suck you right in and leave a strong impression on you…

My heart skipped a beat by just reading the copy, even though it wasn’t personally addressed to me. It’s the perfect example of unethical marketing wrapped up in a good story.

4. 10 Classic Copywriting Books for Results-Driven Content Marketers by Demian Farnworth

If you want to dive deep into the rabbit hole that is called copywriting, these are 10 classic books you should put on your to-read list.

I have personally read multiple books listed in this post, including Influence and Ogilvy on Advertising. And you know what? They all massively increased my knowledge and skill level. Trust me. You can’t go wrong with these books.

But for now, let’s move on to the next post…

It’s hard to find a solid resource on storytelling out there one the dark and confusing web. Well, guess what? The drought is over, because this month I’m going to share not one, but two fantastic articles on storytelling!

5. Storyhacking: Cracking the Code Behind the Irresistible Selling Power of Stories by Alaura Weaver

You’ve probably heard it many times: you need to start telling stories! 

You know how persuasive stories can be, but you just don’t know enough to start creating them yourself.

I may have touched on storytelling here and there, but it’s nothing compared to this monstrous (yet elegantly executed) 7000+ word post by Alaura on Copy Hackers.

Grab a drink, relax…and enjoy the read!

6. 5 Steps To Transform Your Personal Stories Into Sales Machines by April Dykman

If the Copy Hackers post left you a little overwhelmed, you’re gonna love this fantastic resource written by April Dykman.

In this post, you’ll discover a simple formula and loads of actionable tips you can use to start telling stories today.

I recommend you read both articles on storytelling because they complement each other perfectly.

7. The 7-Step Formula for Writing Copy That Sells by Eddie Shleyner

The previous post and this post are written in the same fasion. Each element is explained, and at the end the finished product will be put together. It makes for an engaging read and the perfect way to get a deep understanding of the topic.

I know quite a few copywriting formulas, but this one was new to me. It’s very straight forward and effective looking at the finished product. If you follow this formula, you will naturally write copy that focuses all on the customer and what’s in it for them.


That’s it for now, guys and gals…I’d love to receive your feedback.

Would you like me to create round up posts more often? Did you enjoy this or not?

Voice your opinion in the comments (and be honest, okay ;-).

I look forward to hearing from you!

13 Things Expert Copywriters Taught Me About Writing Persuasive Copy

13 Things Expert Copywriters Taught Me About Writing Persuasive CopyI’ll be the first to admit it. Copywriting is not easy.

It’s hard work!

If you are writing for a market you don’t know, you better do a whole lot of research before you even start writing.

A lawyer doesn’t defend his client if he doesn’t know all the details of the case.

He prepares.

In the same way, copywriters prepare before writing copy for a client.

Not only do they prepare by getting to know everything about their target market, but also by studying the art of copy and knowing the rules of the game.

You won’t always have to follow the rules. Occasionally you’ll find breaking one is a smart move. But you can’t effectively break them before you know what the rules are. So they study the best copywriters in their field.

One of the best ways to become better at anything fast is modeling those people who are successful in the skill you want to master.

That’s why I think you’ll find massive value in this list of copywriting advice from some of the best copywriters around the globe.

Are you ready?

Here we go!Continue reading

Do You Leverage These Swiping Secrets To Make Your Web Copy More Effective?

swipe file Are you sick and tired of trying to come up with copy that converts?

You feel you’re banging your head against a wall.

Wouldn’t it be great if you would be able to talk in the same language of your customers?

And wouldn’t it be awesome if you could peek into their brain to see what they worry about, what they want from your solution?

Then you are right where you need to be right now. There’s actually a way, and I’m going to reveal it to you now.

By building up a solid swipe file, you can quickly write construct copy that talks to your readers and converts them into leads and sales.

Before we start, I want to tell you what swiping copy is not: mindlessly copying someone else’s writing. We’re not talking about grabbing someone’s sales letter and calling it our own. That’s stealing.

You are going to get inspiration from other sales letter, sure. But you’ll also listen to the language your customer uses and possibly use some of their messaging. As you’ll see, swiping copy makes the process of writing a lot easier.

Are you ready? Let’s get down to business…

Continue reading

How To Avoid Weak Statements That Leave People Cold and Get Readers to Care About Your Writing

machine-writing-1035292_1280You’ve tried everything to write effective, persuasive copy.

Maybe not truly everything, but it sure feels like it.

However, your copy is still weaker than wet toilet paper.

This is a problem.

Sadly, people will leave if they don’t care for what you have to say.

There is no tolerance for boredom and, as you know, there are many distractions.

You start to worry that maybe you don’t have what it takes to write effective copy.

And you know what? I don’t blame you. It ain’t easy to write for business.

You might already understand that you have to tell potential customers what your product or service can do for them. That’s a good start.

You just don’t feel like what you say is powerful enough to convince someone to take action.

But what if I told you that it is possible to check every statement you make on weakness – by applying a simple test?

Most copywriters use a whole inventory of tactics and strategies to make their writing more effective. Know the rules, apply them correctly and you’ll quickly see your conversion rate improve.

Back to what I was saying, let’s fire away and reveal what this simple little test is….Continue reading

January 13, 2016

17 Insanely Useful Tips to Polish Your First Draft and Master The Art of Self-Editing

wordpress-923188_1280Many writers share a “secret”. Their first drafts are not as pretty as they would like you to think. I’ve heard successful writers say their first drafts are unpublishable and 7-figure bloggers claiming their first draft is weak.

For most bloggers and solopreneurs hiring an editor is too costly. Therefore, it makes sense to master self-editing.

Is it possible? The answer is simple: Yes, it is! As a matter of fact, I’ll set you up on the fast-track to editing your own articles right now….so buckle up, take a deep breath and enjoy the ride.Continue reading

This Is How Power Words Can Make Your Copy More Persuasive

Don’t you feel like copy often just reads bland, unclear and boring?

When this occurs in your own web copy…you are expecting too much from your visitor.

You expect them to be concentrated when they get to your site, but this is far from reality. People are rushed, they have  a million things on their mind.

“What’s for dinner?” – “I really need to lose 5 pounds by summer”. 

Plus, they have another 7 tabs open in their browser. Don’t tell me you’ve never ended up on social media while you where planning on doing something productive. Our brains like to be distracted.

Your copy should be so clear and interesting that they don’t even notice they’re even reading.

Obviously, a couple of power words won’t make the difference between copy that sucks and copy that sells.

But I want to show you how you can use them in context, so you can get an idea of what they are and when you should use them. This will absolutely help you to create copy that is more persuasive. Sounds good?

By now you should be ready to jump into the material. Agree?

Let’s go!

How You Can Easily Make Your Copy
More Persuasive Starting Today

Continue reading

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