Messaging & Content

Creating messaging that engages, educates, and entertains.

Why “Click Here” & “This Link” Are Choices To Avoid For Web And Email Links

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Way back in 2016, ArtsHacker Phil Paschke wrote an article about why you want to begin moving away from using phrases like “click here” in web and digital marketing copy. Fast forward five years and it’s still an issue at a lot of sites but the stakes are a good bit higher now than in 2016. It isn’t difficult to find, common examples include “complete this form,” “click here for more information,” or “download our brochure with this link” where the underlined words are linked to the URL target. While those may feel natural, the sooner … Read more

Tools To Help De-Jargon Your Messaging

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Note: There are no affiliate links included in this post.  In my war against jargon, I’ve come across a couple of tools that can help simplify our messaging quickly and easily. Neither are free, but they are affordable and you may find them well worth the cost. Both of these first options are AI powered copywriting assistance. They will take copy you provide and improve, expand, or, for today’s purposes, simplify it. Conversion.ai I use this software just about daily. Not only can it help improve messaging across the board, but it … Read more

Cialdini’s Universal Principles of Influence Expanded and Updated

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Author, expert, and researcher Robert Cialdini has published a new and expanded edition of his seminal book INFLUENCE. His Six Principles of Persuasion are essential learning for us as marketers. He recently was interviewed by Roger Dooley of Neuroscience Marketing. I found it to be incredibly useful and interesting and I think you will, too: