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B Y T O M T O R T O R I C I Back in ancient Greece, Aristotle offered his students some smart tips about how to persuade their fellow humans. If your modern business website happens to includes his three modes of Classical Rhetoric to help convert your...
B Y T O M T O R T O R I C I If you’ve tried to optimize your business website with keywords, you may have noticed that what appeals to Google isn’t always what appeals to flesh-and-blood customers. That’s especially...
B Y T O M T O R T O R I C I In a competitive marketplace, every company naturally wants to you to know why you should buy from them, and not the other guy. Most of what we see and hear on websites, promotional emails, TV commercials, direct mail pieces,...
B Y T O M T O R T O R I C I If you live on planet earth, chances are you have been bombarded from all angles by weak, unsubstantiated marketing claims. The net effect has been the psychological shell that each of us has grown that I call ‘buyer’s armor.’ Put...
B Y T O M T O R T O R I C I People, as a whole, don’t like to be told what to do. Do you? Yet web writing on business sites is typically focused on … telling people what to do. Buy now. Click here. Fill out a form. Is there a better approach? Would I be asking...
B Y T O M T O R T O R I C I Why bring in a website writer when you can simply write it yourself? Well, read on. Then you decide. It’s true, no one else knows your company as well as you do. But here’s the thing: people with something to sell tend to write with...
B Y T O M T O R T O R I C I When people go to one of my web pages, where exactly does their eye first land? It naturally lands at the upper left, but not all the way in the corner. Then where does it go? Left to its own devices, the viewer’s eye moves down and...
B Y T O M T O R T O R I C I Once you fully understand the question, you’ll wonder how any brand (including your own) could function without addressing it. It’s a query so fundamental that it drives everything that comes after it. There are only two possible...
B Y T O M T O R T O R I C I Knowing what to do in life often starts with learning what not to do. So maybe an exploration into copywriting best practices should begin with a deeper look into the field’s worst practices. For example, we’re used to...
B Y T O M T O R T O R I C I Google says they reward websites with ‘quality content’ in their search rankings – in fact it’s supposed to be one of the leading ranking factors these days. Why? Because, well, that’s the kind of content people are drawn to, and...
