Alex Mandossian's Blog

5 Keys for Profitable Online Copywriting

Alex Mandossian — Tue, 29 May 2012 12:32:14 +0000

Although the principles of good copywriting remain the same no matter what you’re writing, there are 5 elements that make online copy different – and more powerful – than offline copy. Leverage these elements to write more profitable online copy. Copywriting Element #1: Color Color is effective because it has eye gravity. That is, it attracts eyeballs. Even better, color is [...]

Build Consistency with Your Copywriting Style

Alex Mandossian — Thu, 24 May 2012 12:13:04 +0000

Consistency is one of the most important principles for effective copywriting. One of the fastest and easiest ways to develop consistency is to ensure you’re using the same copywriting style throughout your marketing piece. There are two style of copy: the John E. Kennedy formula and what I’ve coined the Dale Carnegie formula. John E. Kennedy was the world’s [...]

A Template for World-Class Testimonials

Alex Mandossian — Tue, 22 May 2012 12:21:18 +0000

Testimonials are one of the most important elements of persuasive copywriting. But not all testimonials are created equal. Good testimonials are descriptive and specific. Rather than saying, “This product is great,” they offer specifics about the individual giving the testimonial has benefited. One of the best ways to get world-class testimonials to use in your copywriting is what I [...]

FAQs: The Key to Fast, Easy and Effective Copywriting

Alex Mandossian — Thu, 17 May 2012 12:33:10 +0000

Want to write better marketing copy … and practically eliminate writer’s block? Write your Frequently Asked Questions first. According to legendary copywriter Robert Collier, the secret to successful copywriting is “Always enter the conversation already taking place in the customer’s mind.” FAQs are like taking a shortcut into the heads of your website visitors and prospective customers. When copywriting, [...]

Leverage the Principle of Recommendation

Alex Mandossian — Tue, 15 May 2012 12:23:15 +0000

The most powerful persuasion tool is the principle of recommendation. It’s a principle that all entrepreneurs should incorporate into their marketing, because we’re in the midst of what’s been called the Recommendation Age. The principle of recommendation is not the same as the principle of referral. Recommendations are more active. You’re not just referring; you’re putting your [...]

When to Innovate

Alex Mandossian — Thu, 10 May 2012 12:12:22 +0000

Just the other day, I was listening to a recording of a speech by Joe Sugarman* and Joe said, “One good path to success is to learn all the proven rules and meticulously follow them. Another path is to occasionally break all the rules, because breakthroughs come only from breaking rules.” Resonates with me … as you [...]

Pavlovian Principles for Copywriting

Alex Mandossian — Tue, 08 May 2012 12:07:00 +0000

When asked how to distinguish persuasive web copy, I have a two-word answer: Behavior modification. Behavior modification is what powerful and persuasive words do. They modify behavior. In fact, that’s how I define good marketing. The person who taught me the importance of behavior modification in marketing is the late Russian physiologist Ivan Pavlov, who made behavior modification history [...]

Want Greater Influence? Smuggle Donkeys

Alex Mandossian — Thu, 03 May 2012 12:07:12 +0000

Do you want prospects to take action more quickly? The fastest, easiest and most reliable way to influence your audience to take immediate action is to be transparent in your marketing. Whether you’re writing a sales letter, a video script, an email or even meeting a prospect in person, nothing is as persuasive as the truth. People [...]

How to Spot Vendors Who Are “Drivers”

Alex Mandossian — Tue, 01 May 2012 12:09:54 +0000

Outsourcing is one of the best ways to increase your productivity as an entrepreneur. But the type of vendor you choose can make or break the gain you realize. The wrong vendors may save time in performing certain tasks, but require you to invest additional time in supervising and motivating them. For best results, I look for [...]

The #1 Question Asked by Resourceful Vendors

Alex Mandossian — Thu, 26 Apr 2012 12:32:09 +0000

One of the easiest ways to identify high-quality vendors when outsourcing is to evaluate the questions they ask you. Top vendors ask, “What is your chief complaint?” Why does a great vendor look for your chief complaint? The French have a term, raison d’être, which is “reason for being.” Most vendors know that their reason for being [...]