Emotionally Speaking

People often ask me what I mean when I say it’s important to appeal to the emotional needs of the folks who come to your Web site. Like, is it really about writing extravagantly, in a fashion that suggests the emotions of the copy’s author are stirred up and yours are about to be next? […]

Let the Purpose Guide You

The other day, a guy comes up to me in the grocery store. “Hey, you’re that Martian what’s-it from SurfSentinel, aren’t you?” I plaster on my how-nice smile as I poke through the tomatoes. “That’s me, alright.” He settles into a soap-box stance. “You know, I read that book on copywriting … you know, the […]