How to Write Content That Matters, a conversation with Sean D'Souza

Written by Jessica Albon

How to Write Content That Matters, a conversation with Sean D'Souza By Jessica Albon Copyright 2003, The Write Exposure

A master of metaphor, Sean D'Souza writes articles that astound readers. He gives readers what they want, and then some.

You might think writing articles as powerful as D'Souza's would require epic talent, but in fact, D'Souza says, it all starts with a headline.

When I sat down to interview D'Souza, I was worried he might hesitate to share his secrets for writing engaging content. Instead, he was as open aboutrepparttar behind-the- scenes aspects of his newsletter as he is in each issue. Offering advice fromrepparttar 108158 candid: "The unsubscribe is only an email away," torepparttar 108159 poetic: "Problems are whirlpools," he clearly explains how you, too, can write great content.

Jessica: Sean, thank you for agreeing to this interview! To get started, what do you try to accomplish with your newsletter, PsychoTactics?

Sean: I want people to learn that marketing can make them millions. But make sure you get into a customer's brain first. Think like they do. Understand what they really want. They want you to literally second guess.

They want to buy. You do stupid things and actually prevent them from buying.

Jessica: In your newsletter, you provide specific advice on making your marketing more effective. You offer readers information they can't get elsewhere online, so clearly, there are benefits to being a reader. How doesrepparttar 108160 newsletter help you, asrepparttar 108161 publisher?

Sean: People writing in saying how their lives have changed, how their business has improved. Empowerment has beenrepparttar 108162 best reward. People write looooooooong five page letters.

But seeing that it's a powerful tool to generate business and real money inrepparttar 108163 bank, has been pretty gratifying too.

My credit card register clicks through allrepparttar 108164 time because people trust that I will give them good stuff. We don't ask for business any more. It comes to us.

That way,repparttar 108165 newsletter is a bit like a view into your soul. We started a membership just today and we already have had dozens of people sign up. They know they can trust us.

If you do things right and promote it well, your audience will materialise. It's a monster, but a likeable one.

A newsletter isrepparttar 108166 BEST Tool you can ever have. Don't underestimate it for one second! But you can't get away with trash. If you're going to have a newsletter, put out something momma would be proud of.

Jessica: How do you writerepparttar 108167 articles that, as you put it, your momma would be proud of? How do you keep your perspective fresh?

Sean: Reading, reading and reading. Nothing will make more ideas pop into your head. The second way is clients or helping other people. They ask weird questions, andrepparttar 108168 ideas go wild. I've got about 10 book ideas in my head and about 30 article ideas. I have to write them down or they give merepparttar 108169 slip.

Be bold. Don't be boring. Anything that isn't boring is fresh. But also look at it from different angles. Look for examples. They help you explain and helprepparttar 108170 audience understand.

Jessica: What happens when you run out of fresh ideas?

Sean: I read. I talk to people. But I don't have that problem any more. Now I just think of headlines and write them down. Dozens of them. That makes it easy. Write what you know about.

It's makingrepparttar 108171 article powerful that's difficult. Filling it with emotion, creating little twists in copy. That takes ages. It's like a good plot. You have to getrepparttar 108172 timing just right. I take four times as much time inrepparttar 108173 rewrite, than I do inrepparttar 108174 actual process of writing it. Thinking it through takes four times as much time too. Sorepparttar 108175 actual writing isrepparttar 108176 shortest part ofrepparttar 108177 whole process.

An SEO Copywriting Makeover – Turning “Not” Into “Hot” Part 1 of 2

Written by Karon Thackston

by Karon Thackston © 2003

I recently took on a project for a Web site that sells gas logs that I thought would make an interesting case study. As many people ask me what goes through my mind when I write search engine optimized copy, I took this opportunity to make notes as I wrote. I’ll now share that information with you so you can makerepparttar necessary changes to your own copy.

The site had a lot of potential, but in its current staterepparttar 108157 sales orientation ofrepparttar 108158 index (home) page andrepparttar 108159 keyword saturation were causing less-than-stellar results forrepparttar 108160 client. My job was to rewriterepparttar 108161 index page (from scratch) in order to boost SE rankings.

The Assessment

When I first viewedrepparttar 108162 index page of my first impression was one of curiosity. I wondered why certain approaches were taken. Rather than drawrepparttar 108163 site visitor in, it gave merepparttar 108164 feeling of being pushed away. I also questionedrepparttar 108165 use of features and benefits onrepparttar 108166 page. While features were mentioned, they were conveyed through industry jargon with no explanations. (Seerepparttar 108167 original copy at

The product was great,repparttar 108168 client obviously understood their target audience (proven fromrepparttar 108169 target audience analysis they completed), and other pages withinrepparttar 108170 site were well written – warm and inviting. Howeverrepparttar 108171 index page needed some help in order to achieve higher sales percentages and search engine rankings.

When I visited Google to check on current search engine positioning forrepparttar 108172 site, I found Eiklor Flames at number 48. It would take an upward movement of 38 positions to get them intorepparttar 108173 coveted top 10. So, I set out to completerepparttar 108174 task before me.

What To Do?

During projects where copy already exists I always like to take a mental tour of what’s currently onrepparttar 108175 site before I begin to rewrite copy from scratch. As I reviewed Eiklor’s current copy, I maderepparttar 108176 following notes of things I wanted to approach differently.

1. Makerepparttar 108177 copy search engine compatible. 2. Makerepparttar 108178 copy more inviting. 3. Drawrepparttar 108179 visitor intorepparttar 108180 fireplace experience. 4. Makerepparttar 108181 sale before sending them torepparttar 108182 dealer. 5. Don’t just give features… give benefits, too.

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