Marketing & Copywriting Articles by Karon Thackston

Marketing & Copywriting Articles by
Karon Thackston

Syndicate Karon's articles on your site through this RSS feed.

Want to Reprint Karon's Articles?
Want to reproduce Karon's articles in your newsletter or on your website? You can provided you follow the reprint requirements exactly as stated.

Newest Articles

Article Distribution vs. Guest Blogging: Is There a Difference?

Truth is, article marketing is not devoid of search engine benefits as some claim. While the link quality of article directories themselves may have been degraded over time, they only account for one source of links.

Previous Marketing & Copywriting Articles

One Size Does Not Fit All

I shake my head every time I read one of these blanket statements. I'm amazed at how so many people still think that one size of copy still fits everyone. It's just not true.

Dried Plums vs. Prunes

Feel like your product or service is stuck with its current image? Want to change or expand your consumer base? Take a note from those who use to produce prunes.

Predictions About SEO Copywriting

Although my mother always warned me about following the crowd, I’ll chip my two cents into the pot anyway and give you a couple of predictions about the future of SEO copywriting.

Understanding & Communicating with Your Customers

In order to convey our marketing message effectively to those we are trying to persuade, we have to know who they are and what they want. Then we must communicate in such a way that we motivate them to take action.

PPC Should Stand for Particularly Precise Copy

Writing general ads aimed at large groups of unidentified people that are directed to all-encompassing home pages is a sure-fire way to lower your clickthrough and conversion rates.

Do Article Sites Provide "Quality" Links?

As a copywriter, I produce many articles each month for clients that help them achieve several online marketing goals, including building link popularity. But, lately, questions about the quality of the links from article sites have come up.

How Many Keywords Are Enough?

Bottom line? Don't sacrifice the quality and conversion power of your copy to chase search engine rabbits. In the end, it won't be worth it.

Should You Change Your Copy When Rankings Fall?

I've been on a seesaw for the last year. I have a client who, for almost 12 months, has been asking me to rewrite their home-page copy because they dropped in rankings. I have been asking her the same question... one you should ask yourself.

Review - 2008 Landing Page Optimization Workshop

Whether or not we're in a state of recession, you want your landing pages to convert at the highest rates possible. Nobody likes to flush money down the toilet. Find out if this Landing Page Workshop is worth the cost.

How to Make an Emotional Connection Through Your Copywriting

Once you understand what emotional state visitors are in and which emotional level they are on, you'll be able to create copy that is highly effective.

Consistency Is Key in the PPC Conversion Process

The overall goal of PPC copywriting is not to get people to click to your site. Clicking a PPC ad is merely step one. The ultimate goal is to get visitors to take action once they reach your site.

Review: 2007 Landing Page Handbook: How to Lift Conversions Up to 55%

"If you follow the Handbook's data and design guidelines, we estimate your landing page conversions may rise by 40%." Really? Sounds like one of those too-good-to-be-true things so I decided to buy it and find out for myself.

Copywriting Makeover: It's What You Say AND How You Say It, Part 1 of 2
Copywriting Makeover: It's What You Say AND How You Say It, Part 2 of 2

What happens when you think you have all the necessary information in your copy, but it still doesn't convert? It might not be what you're saying, but how you're saying it.

Review: Landing Page Handbook - How To Increase Conversions

Copywriting Makeover: Value vs. Vision - Part 1 of 2
Copywriting Makeover: Value vs. Vision - Part 2 of 2

See the step by step transformation that took one client from page 35 in Google to the top 10 plus improved sales.

Review: 73 Ways To Describe A Widget

As a copywriter with over 25-years experience, I have certain resources I keep on my bookshelf within arm's length at all times. In just a short time, "73 Ways" has earned its place on the top of my bookshelf.

Online Shoppers Ask for More Detailed Copywriting

A recent survey proved "68% [of visitors] want the ability to 'feel' merchandise through better imagery, more product descriptions and details." Learn how to write copy that gives customers what they need.

3 Simple Rules for Creating an Effective USP

There is something unique about your business; you just have to discover what it is. And therein lies the problem. Most business owners and managers don't understand how to create a truly unique selling proposition (USP).

Copywriting Makeover: Facts Vs. Fantasy (Part 1 of 2)
Copywriting Makeover: Facts Vs. Fantasy (Part 2 of 2)

If your copy doesn't speak to your customers in language they want to hear, your sales will suffer. The same message presented in different ways brings different responses. Follow one website as they take their copy from fact-oriented to romantic and dreamy with exceptional results.

Opening Sentences That Close the Sale

It's one of the best pieces of copywriting advice I've ever been given. "As often as possible, start your paragraphs with sentences that hook readers and drive them deeper into the copy." Why? Because - after the headline - the first sentence in any paragraph is what gets read most often.

Will Longer Keyphrases Hinder the Effectiveness of Your Copy?

If the trend continues as it has in the past, search phrases will get even longer in the not-so-distant future. However, when you get creative with keyphrase use in your copy, you'll find longer search terms are not a problem to work with.

The Purpose and Practice of Writing Successful SEO Articles

When it comes to writing quality SEO articles, keep your visitors in mind first. It's a strategy Matt Cutts recommends.

Copywriting With Google's Dynamic Keyword Insertion Tool

From a time standpoint, this is a wonder tool that saves you from typing the same keywords repeatedly. From an economic point-of-view, Google's dynamic keyword insertion can perform well. But what happens with regard to copywriting?

The 2 Most Common Mistakes When Writing With Keywords

There are two mistakes almost every amateur search engine copywriter makes. Let's take a look at each one.

Top 10 SEO Copywriting

I love testing and tracking so, it was only natural for me to track the moves of a little SEO copywriting experiment I did. My findings were quite interesting.

Is Your Copy Trusted by Google?

What is Google looking for in the way of copy? How can you make sure your pages are trusted by Google? Here are some excellent tips straight from the source.

Making It Easy for Customers To Choose You

If someone were standing right in front of you and told you they were considering buying my desk from you or from Vendor Z, what would you say to convince them to buy from you?

One Product, Three Customers, Three Different Ways To Write

Never assume you know your target audience. Taking the time to define each segment can dramatically improve the effectiveness of your copywriting.

Keyword Use That Goes Beyond the Search Engines

When you create a copywriting plan for your site pages, think through which keywords you should use and where the most effective places to position those keywords would be. Then develop your SEO copy with a goal of directing your visitors to the right information. When you do, you'll naturally optimize for the search engines at the same time.

Copywriting Makeover: The Value of Being Crystal Clear: Part 1 of 2

If your prospects can't determine - with crystal clarity - what you do and how you can benefit them, all your copywriting efforts will be in vain. See an amazing transformation that led to sales increases of up to 86%.

Copywriting Makeover: The Value of Being Crystal Clear: Part 2 of 2

If your prospects can't determine - with crystal clarity - what you do and how you can benefit them, all your copywriting efforts will be in vain.

Copywriting Makeover: Subtle Changes Make A Noticeable Difference
Part 1 of 2

Changing a few words in your copy can lead to double-digit increases in conversions. If that sounds like a bunch of hype from an online infomercial, stick around and I'll show you how it's done.

Copywriting Makeover: Subtle Changes Make A Noticeable Difference
Part 2 of 2

Changing a few words in your copy can lead to double-digit increases in conversions. If that sounds like a bunch of hype from an online infomercial, stick around and I'll show you how it's done.

The Best Place to Put SEO Copy on Your Web Page

Does your copy have to be at the top of the page? Do you have to keep all your text together on the page? Find out if these are fact or fiction.

Review: Email Marketing Benchmark Guide 2006

Over nineteen hundred (1,900) email marketers contributed their data, and 25 additional research studies are included, as well as 310 charts, tables and heat maps. Stop guessing about what works in email marketing and start making money.

Lower Cost & Increase Conversion of Your AdWords Ads

When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site. How is it done? By inserting text that will purposely eliminate arbitrary visitors.

Review: To Action

As usual, the Eisenberg brothers have wonderful techniques and tips to share with their readers. But I found myself disappointed in something.

What SEO Copywriting Is… and Isn't

It's a big mistake to think SEO copywriting is all about the engines. SEO copy still puts your site visitor first. Before you make a major error, get the dos and don'ts of this specialized form of copywriting.

How To Write Persuasive Subject Lines

Three seconds and 40 characters. That's all you usually have to work with when trying to get and hold the attention of someone reading email. Learn three powerful techniques for writing subject lines that succeed.

SEO Copywriting Makeover: Finding the Right Trigger

Watch as professional SEO copywriter Karon Thackston takes a site with no emotional appeal and no search engine rankings and turns it into a great success!

Review: Words That Sell

"Know your target audience." It's the #1 rule of copywriting. With the Words That Sell reports, all the hard work has been done for you. Just pick a profession and you'll get tons of insightful details to help you write better copy.

Common Mistakes That Can Kill Your Web Copy

Discover (and avoid!) these 5 major copywriting mistakes to prevent driving your target customers away.

Limited Time Only (Shh! It's A Secret)

When you have a limited time offer, don't hide it - shout it from the rooftops!

Your Site Map: Spider Food or Just A Light Snack?

Think a page with keyword-rich titles and links is plenty for a hungry spider to munch on. Not hardly! That's not a meal… it's just a light snack.

Review: Michael Masterson's Accelerated Program for Six-Figure Copywriting

I was nervous about ordering this copywriting program. Was it a con? Did it deliver what it said? Find out here.

Enough With the Upsells Already!

When you have too much of a good thing, it can have the opposite effect. While upselling your customers is one thing, bombarding them with massive amounts of sales pitches is something to be leery of.

Subtle Emotion - The Key To Copy That Works

Having a good command of subtle emotion is the key to copy that works. You have to be able to show your customers how their lives will be better after having used your product or service.

Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly

Who said SEO copywriting was strictly for the engines? See how search engine copywriting can (and must!) appeal to your visitors, too.

Features vs. Benefits vs. End Results

What happens after customers buy your product or service? Getting your customers to look at the end results of their actions can be an extremely powerful persuasion tool that you'll want to incorporate into your copy.

Creating A Search Engine Copywriting Plan

Shoving keywords in anywhere they can possibly go is not considered search engine copywriting. Successful SEO copywriting takes planning. Any half-hearted efforts at writing copy geared strictly toward the engines will usually result in a decline in your customer's experience at your site.

Writing to Overpower Your Competition

Once you understand that your customers always have other options, you have a greater advantage when it comes to copywriting. You can recognize the full range of companies/products/services your customers have before them and can position yourself as the only logical choice.

Five Sections of Your Copy Guaranteed To Get Read

Only about 20% of your copy is going to get read. There are some sections of your copy, however that are practically guaranteed to be seen. If you know what these are you can see your conversions increase dramatically.

Success Tips for Writing With Local Keyphrases

Local companies on the Web face their own challenges when it comes to SEO and SEO copywriting. Find out the most effective ways to incorporate local keywords into your copy without destroying the flow.

SEO Copywriting Makeover: Good Rankings but No Sales
Part 2 of 2

Just because you have good search engine rankings does not mean you'll automatically get lots of sales. Follow the process of creating a page that ranks high and converts visitors to buyers.

SEO Copywriting Makeover: Good Rankings but No Sales
Part 1 of 2

Just because you have good search engine rankings does not mean you'll automatically get lots of sales. Follow the process of creating a page that ranks high and converts visitors to buyers.

“Super Verbs” Really Move Your Copy

Why would you want to fill your copy with complacent words when you can conjure emotions and boost interest and sales?

Does Your Copy Look "Fake" to the Search Engines?

As search engines evolve they will begin to look for copy that seems forced or has an unnatural flow. If your copy seems fake, it could hurt your positioning. Make sure your SEO copywriting keeps its natural tone for the best results.

“Super Adjectives” Boost the Power of Your Copy

There is power in the adjectives you choose. Just like Clark Kent and Superman, some adjectives are ordinary words and others are alter-ego Super Adjectives that leap into your customers’ minds in a single bound. Adjectives are boring, but Super Adjectives impress, inspire, and convince your customers more effectively.

Progressive Headlines Guide Customers To Buy

Three powerful examples of how to construct headlines that guide your customer from the beginning to the sale.

Are Keywords Destroying the Flow of Your SEO Copy?

When you try too hard to optimize your copy for the search engines, you end up destroying the flow... and your sales. Here's how you can easily maintain the natural flow of language.

Calls-To-Action: Making Them Fit Makes All the Difference

Your headline might be compelling. Your copy may be benefit-packed. So why aren't you making sales? Check your call-to-action.

An SEO Copywriting Makeover: Making An Emotional Connection
Part 1 of 2

Most buying decisions are emotional. Your copy should be, too. Watch as this copywriting makeover increases search engine positioning and triples sales within 48-hours.

An SEO Copywriting Makeover: Making An Emotional Connection
Part 2 of 2

Most buying decisions are emotional. Your copy should be, too. Watch as this copywriting makeover increases search engine positioning and triples sales within 48-hours.

The Mystery of the Magical Keyword Density Formula

Because keywords play such an important role in search engine copywriting, it might make sense that there are certain formulas that should be followed. However, the mystery… the magic… is more like a myth.

Copywriting and Your Five Senses

Copywriting is a sensory activity. It should fill the gap of what customers would see, hear, smell, taste, or feel if they were standing in the presence of the product.

Segmenting Your Target Audience Through Your Copywriting

One of the most frequent questions I get asked is, “What if I have more than one target audience?” In all actuality, you probably don’t. You just have different segments of the same audience.

Optimizing Online Catalog Copy for the Search Engines

Traditional catalogs don't give you much room for copy. Since search engines rely on text to rank you, how can you get your catalog site placed at the top?

A Lesson From “The Apprentice” That Can Make You A Master

What does "The Donald" consider important in the world of marketing? Here is a lesson you can't afford to miss.

Copywriting Makeover: Know Where Your Customers Are In The Buying Process, Part 1 of 2

Something most people neglect is giving due attention to the buying process as a whole and where your target audience is within their own process. Walk through an actual copywriting makeover where you'll see that understanding the buying process can, oftentimes, make or break the success of your copy.

Copywriting Makeover: Know Where Your Customers Are In The Buying Process, Part 2 of 2

Are You Asking the Right Questions in Your Copy?

It’s a common approach to writing copy. You begin by asking questions. But have you ever thought about how you phrase your questions? Are you doing it in a way that will have the greatest impact on your readers or are you just throwing questions on a page?

How To Ruin Your Press Release in 3 Easy Steps

There are some definite strategies you need to use when writing a press release that gets results. There are also some long-standing, proven ways to completely and totally ruin your release. Find out how to do it right!

Copywriting Tips for Sales-generating Brochures

Brochures have held an important place in marketing plans for longer than most of us can remember. Why then do so many of them fail?

Rules, Regs and Recommendations for Search Engine Copywriting

Just "sticking in keywords" is not a strategy for writing search engine copy. Find out the rules for success.

Copywriting Makeover: It’s Not About YOU, It’s About THEM

Dramatically increase your sales by structuring your copy to fit your specific target customer.

They’re Searching So Why Aren’t They Buying?

Just because visitors find you on the search engines doesn't mean you've got the sale.

SEO Writing Strategies for Graphic-Oriented Sites

E-commerce? Visual arts? Where do you put your SEO copy when you need lots of pictures to make the sale?

Solving the "I Get Tons of Traffic, But No Sales" Mystery

Are visitors flocking to your site, but not buying a thing? Find out why!

Is Your Copy Upside Down?

Why is it that all the important stuff gets pushed to the bottom? Turn your copy right side up again!

Nip and Tuck - Three Quick Tricks for Writing SEO Copy

Use these methods to quickly increase your shot at top search engine positioning.

Is It Time For A Copy Facelift?

How do you know if it's time to rewrite your copy?

Your FAQ Page - A Sales Tool? You Bet!

Information is great... but information that sells is even better.

How To Write Little Tiny AdWords Ads That Bring Giant-Sized Profits

Is your AdWords campaign bleeding you dry? Get higher clickthroughs from your ads.

How To Write Motivational Copy That Sells

Understanding the 4 behavioral types helps you make a stronger connection... and more sales.

Advertising Secrets I Learned From The Kirby Vacuum Cleaner Man

What one of the most successful vacuum cleaner companies in American can teach you about selling.