I could write about a lot of things that benefit any online business, but there seems to be one overarching theme things keep circling back to.

So riddle me this, my friend:

What is the actual reason why your web site exists:

• To look pretty and make you look good?

• To ‘get your name out there’?

• To make it possible for people to ‘contact you’?

• To ‘describe’ your products and services?

This is what comes up when looking at company sites who haven’t really thought about why they’re putting up a web site in the first place.

Pretty silly when you think about it, right?

photo credit: Micky.!

Instead – the real reason for a web site to exist… could it be… possibly… just perhaps…

• To make more money, for you and your business, at every step?

It’s now 2012, and so many people and so many businesses still dance around this issue it’s stunning.

Even the biggest newspapers in the world have finally come around and admitted they lost a decade and untold billions in revenue by not thinking things through first.

To make money ‘later’ is like choosing to have a child and deciding to ‘choose later’ whether you’ll support the kid. Nuts!

Sound familiar? ‘Just amass market share and the money will come…’

Unfortunately many startups as well as corporate divisions have gone down this path, and many more will before saner minds prevail.

If you’re in charge of your company’s online operations, here’s the thing to remember:

• Web design and web business are two different disciplines. Two entirely different competencies. Make sure you’re getting what you need.

If nobody in your web team has ever made a verifiable dime online in their life, they probably have no business trying to do the same for you. A business exists to make money, and you deserve the benefit of online business models that actually work. After 10+ years, they do exist. Go and find the people in the know.

“Hey Instagram, why is your mouth so big and your design so beautiful?”

- So I can eat my competition faster and faster! Ho Ho Ho!

Right, I’m mixing my tales but who cares. Here’s what’s going on.

Instagram the photo sharing app recently overtook FourSquare as the largest fully mobile social network.

15 million users… yeah, whatever. Point is, they’re doing great and people love to use their app. So…

Why exactly did InstaGram blow up in the first place?

You’d think that the 800 pound gorilla of photo sharing, Flickr (still love ‘em to death), would have snagged the self-evident crown of the King of Mobile Photo Sharing long ago?

Instead, a four-person startup (yes, still just four with the 15 million users) overtook and then lapped the Yahoo-owned behemoth, all the while singing neener-neener in their faces.

Or something like that…

photo credit: ohdarling

Now, if we look at things from the perspective of a marketer slash product designer.. things look a little different:

•  Instagram appeals to emotion – quick atmospheric touch-up to your mobile phone photos that tend to not look so professional anyway… makes all the difference. It makes you look good, it makes you feel good, it makes you want to share that feeling you had taking that snap. Folks, emotion sells – and I don’t care what it is you’re selling; personal status, attractiveness to the opposite sex, whatever the reason you share photos in the first place.
• It’s done for you sharing – you get a quick value add that you can share without tweaking and editing and all those things that are possible with more professional software… but you never spend the time figuring it out anyway. People want a service that hands it to them on a silver platter.
• There are no extra steps to take. It’s all very quick and in the moment – so you don’t lose that emotion – just take that snap, maybe apply a filter and a couple of words and buzz… out it goes. You get it now, hence the name. Instant gratification.
• Great name that sticks AND tells you what it does. With a name like instagram, it makes it sound like something you want to at least try once. And once you have, you probably won’t want to use anything else because of the other reasons counted above.

There it is. Go figure.

All based on principles well known by marketers, and mastered by those who actually use them to create and sell product like crazy.

The remaining question is…

Why indeed are marketers so rarely involved in the design of a product, since they know how to sell the final product the best, anyway? Something to think about for the holidays.

Hey!

You know those celebrity iPhone apps, usually hastily thrown together just to have a point of entry in the Apple App Store for the fans to find on their own?

Usually they look like very little thought into the design of the app, and even less into what is the intended business purpose of the app.

There are exceptions, however.

David Guetta iPhone app captures email first (click to see full size image)

Whoever put together the app for the world famous DJ and Grammy winning producer David Guetta, had a different idea.

When you first open the app, the very first thing they ask is:

“Sign up for our Mailing list to get exclusive updates?”

Considering this is an app for fans, you can bet almost all will sign up for ‘exclusive updates’. What fan would prefer to be left out of an exclusive, hmm?

Clever, clever.

Because once you have the fan on the mailing list, it doesn’t matter if they’ll even like the app or do anything with it – you already have express permission to follow up with tour updates, offers, everything else.

Mission accomplished.

Before you go about publishing your vanity app in the App Store after an afternoon of development, take a moment to think what you want out of it, and what you want to give in return. Getting email capture and giving your best content is a good place to start.

So… I finally finished reading the mammoth, 571-page Steve Jobs biography by Walter Isaacson, former editor of Time magazine.

photo credit: CLF

It took me about two weeks and I’m already missing the experience (UPDATE: the blog post sat for an additional 4 weeks…).

Talk about living vicariously through someone! Worth reading just for the lessons in persuasion, but that’s not why I’m writing about it today.

See, I’ve been somewhat irked by the some of the comments already made about the book, and I think some people are seriously misleading the genius of Steve Jobs.

I’ve seen blog posts such as ‘To be a better manager, be a jerk like Steve Jobs”, and more along those lines.

That’s understandable since the book devotes a good deal of real estate to describing how other people experienced being and working with Jobs. And invariably they did mention his personality as, well, not so easy to get along with.

However. Come ON! The last thing we need today is a bunch of deluded would-be mastermind mid-level micro managers demanding their assistants deliver their lattes JUST SO or there’s hell to pay.

Jobs may have had a difficult to understand personality for many, but I think that’s well beside the point. Let’s look a little deeper than the surface, and perhaps find something of value.

Every single human being is flawed. As was Jobs. But the other side of that coin is, it can also work to propel out the particular genius of the person.

So now, I’d like to offer a few key observations and takeaways from the Steve Jobs authorized biography right now.

Let’s have a go.

1. Sensitivity is a double-edged sword. By all accounts, Jobs was a super sensitive individual. Sensitive to beauty, elegance, and well, not just excellence but perfection. And those who didn’t share his views and predilections?
   “He could stun an unsuspecting victim with an emotional towel-snap, perfectly aimed.”
   Whether this sensitivity was borne out of his beginnings or not, it’s clear this was a major paradox in his case. Couldn’t have one without the other.
2. Getting organizations to work together as a whole. Let’s be clear: it doesn’t matter who got Apple back from the brink, the sheer fact that it happened would have made a hero out of anyone. But that it was Jobs himself, not so much known by his management prowess by that time, is even more impressive.Think about this: Why is it… that a behemoth like Sony couldn’t join their ranks enough to put together the technology, content and services the way Apple did? Let alone Microsoft, especially since they had such a head start with the tablets. Amazon has a shot at it right now. But this chapter was one of the big revelations: how Jobs very deliberately, practically forced the various departments to work together. Some see it as his wanting to control everything, but fact is it also lead to the big difference in operation compared to all of Apple’s rivals.
3. Integrated marketing creates empires.This is where the integrated operations approach really pays off.Few realize this, but the way Apple used the iPod was not only to create a market where there was none, the huge advertising spend also served to sell a TON more Macs and improve the visibility and cool factor of Apple as a whole. They could literally afford to outspend the competition hundredfold!The fact that all of Apple’s products and services are all designed to work together seamlessly (compare that with the Android hodgepodge) allows them to leverage advertising in a way that benefits all product lines. Genius.
4. Design is NOT the same as veneer. When a product is designed all the way through with a single unifying idea, the soul of a product gets communicated through the entire product. This is something Jobs championed at Apple, and you really don’t see that much at all in business, save perhaps the best of the automotive business. Having worked a long time in the tech industry donning many hats, I can wholeheartedly agree with this quote from the book:

“Producing technology requires intuition and creativity, and producing something artistic takes real discipline.”

Okay, I’ll admit it: I ran out of steam. I could talk about this book and these subjects all day long, but adding more to what you’ll already get by reading the book is tough. So take my word and read it. It’ll take a while, but the second half especially will be well worth the effort.

To sum up: whenever we come across a great, brilliant man (or woman), you can be sure they always embody a paradox of some kind.

In the case of Steve Jobs, apparently the paradox was his uncompromising love and sensitivity to beauty, elegance and excellence in creating technology that serves humanity the best… versus the way this same sensitivity came across as difficult behavior.

He didn’t mean it, but he also couldn’t help it, as he’s quoted as saying many times. Let’s leave it at that. May he rest in peace, and may Apple live on.

Hey there,

I just wanted to share this quick two minute video from Rich Schefren, really hitting the big reason why guys like myself are in business – copywriters, and other experts serving a revenue-critical role online.

Here it comes:

As Rich so succintly puts it, well ok I’m paraphrasing: you should not have your business wait for you to catch up until you have the skills to do everything.

It’s a waste of time, as well as showing confusion over your personal goals vs. business goals.

Instead, inspect your business and once you find the revenue-critical junction points, find the fastest, most effective way to serve those points.

Copywriting is certainly one such a point, there are a few others. But the important thing is to know when it makes sense to learn a skill versus hiring someone to bring that skill to your business.

Go forth and multiply profits!

Hey friend,

Let me ask you something a tiny bit controversial today:

• What’s moving the big tides around the world?
• What created the Arab Spring?
• What’s animating the Occupy Wall Street protestors?
• What created the 2008 financial meltdown?
• What’s shaking the entire European economy right now?

Just one word… EMOTION.

So why conceal it behind a persona, industry conventions, or anything at all?!

photo credit: KO_Photos

If you think raw emotion channeled to a purpose can move global currents… do you think it just MIGHT do the same in your market?

In other words:

If your emails instill deep emotion and curiosity, do you think that just might make a big difference to your open rates and clickthrough rates?

If your sales copy is dripping with emotion and channeling desire, do you think that just might keep them reading and look for the order button?

You bet it does!

photo credit: shingleback

Like it or not, humans are emotional beings. Provided with the chance to react with emotion, they will do so, even involuntarily. When that happens, you have the option to channel that emotion into turning the desired action. So take off your mask and let it show!

I just got done watching the new iPhone 4S videos, pieces of the keynote, and the inevitable ads and such coming out of yesterday’s Apple event.

And boy, is the difference stark or what. I bet nobody expected such a difference, even with Jobs out of the picture. It almost seemed like they were going against their own playbook.

Tell me, what’s wrong with this picture:

Is this how the iPhone got commoditized?

Technical specs.

Features.

More specs and features. All just thrown together, it seems.

WHAT HAPPENED?

If they expect the vast majority of iPhone-buying crowd to swoon over that, I’m very surprised. Maybe their intention is to vomit specs for the technically inclined, who will be more likely to buy the upgrade than the hoi polloi, anyway?

Even so, they really could have done a lot better. It almost looks like they didn’t even try. Let’s take a moment and see if we can improve.

• The fastest web browsing ever seen on a mobile phone
• 40% more detailed photos and a fifth lense for even sharper images
• A revolutionary ‘pocket-assistant’ answers your questions – you can call her Siri

Oh… and there’s one more thing.

• The iPhone actually stabilizes your video… AS YOU’RE SHOOTING IT!

The difference? There’s actual emotion behind the words, and practical value instead of meaningless technical specs.

This example doesn’t even go very far but gives you an idea.

But seriously, COME ON… instead of saying the iOS has over 200 new features, surely they could have found two or three outstanding features, showcased them and shown the actual MEANING behind it.

That’s what Steve Jobs used to do so gosh-darn well. And I sure hope for Apple’s sake, their marketing savvy wasn’t all about Steve.

Apple used to be the exception in the tech industry, the one behemoth who ‘got’ marketing, presentation and product launches. I for one am really quite sad to see that quality seems to be at least fading, but hopefully not gone.

The tech industry needs someone to show the way, and in the past few years Apple has been the one. The competition is closing in, and my bet is the one who communicates the best wins. Not the best specs.

WARNING: damaging personal exposure ahead!

Don’t worry, it’s not THAT kind of exposure.

More and more I’m finding that I’m not alone in one particular human flaw I seem to be continually struggling with.

And it’s a weird one. Kinky, almost. And no, not really.

Here’s what I’m talking about:

The most difficult thing one could do, at any moment, is the one thing you KNOW would bestow you the most personal benefit, reveal the most hidden potential, raise your level of achievement to a whole new level.

I’ll get to the personal part in a minute, but think about this first:

When was the last time you thought of something you ‘should’ do but chose to postpone for a more convenient time?

Things like:

• Start that diet that you KNOW will make you feel better
• Write that promotion you KNOW would probably make you a lot of money
• Take that course you KNOW you’d lift your professional skills to a whole new level
• Take up that new sport you’ve had your eye on for the last, um, TWO years…
• And so on, and on, and on.

To make things even stranger, often times these things are in fact things you’ve ALREADY done in the past with great success, but for some reason – perhaps a desire for variety – you choose not to repeat what worked for you.

For me, it’s writing what I KNOW would be the best for me right now, in the long term. I’ll explain.

As a career writer, sometimes what you write is dictated by the people who pay you to do it. Sometimes you get to choose yourself. And often times, that line blurs in a handsome haze somewhere between the eleventh hour and deadline.

Now, my copywriting clients know that they can rely 100% on delivery in time, full quality and full results. That has never been an issue; if anything, I tend to deliver ahead of time.

However…. There is one thing that every writer knows is a tricky thing, and yet likely is THE most important trait you could ever pick up as a writer.

Because no matter what you’re writing, there comes a moment when you’ve done your research, you laid out your plans, it’s all there… And then, a moment of silence.

And THEN!

Without further warning, the text just starts pouring in. In great floods, and you’re cramping your hand just to keep up with the torrents of text.

It really doesn’t matter where you are; in traffic lights, in the middle of a movie, having lunch, on the phone…

When inspiration comes, you have to be willing to drop everything at a moment’s notice in order to heed the muse, follow the impulse until it is entirely spent and you’re free to continue with the rest of your life.

It happens with such consistency, every writer knows how it goes.

Even when you’re working with multiple articles, books, scripts… what have you… The one that’s topmost in your mind will always let itself be known.

You know this, you just have to accept it and respect it.

Do what you gotta do.

It may be the hardest thing you do in your creative endeavor, but learning to heed the muse is well worth the effortless effort.

It’s an invisible hurdle but you KNOW you need to jump it. So do it.

PS. I wrote this post on the WordPress iPad app. Which is a little limited, but works well enough for editing and such. Can you spot the difference? Do you use the app at all yourself? Sound off below, if you will…

This… is a topic very near and dear to my heart.

Podcasting is one of my favorite ways to consume both information and entertainment, both for its portability and it not requiring my full attention.

As I’m always thinking about a project, something I’m writing or… just thinking being able to lend just a part of my attention to a podcast is perfect.

So today I sat down with a wonderful gentleman from Melbourne, Australia to talk about all things podcasting. His name is Dan Lyons, and he’s full of wondrous things you’ve never heard of.

Dan Lyons, assuming his radio persona

In our talk today, we covered things like:

• How to get over the trepidation of getting in front of a microphone, once and for all
• Why podcasting is the fastest way to gain traction as a blogger or as an expert
• How exactly does iTunes rank podcasts (the secret is OUT!)
• Why podcasting is actually LESS worksome than, say, blogging
• How to use your podcast to increase the sales of your product or service

And much, MUCH more indeed.

It was a great talk, I think Dan got a little carried away and revealed more than he intended.

Seriously, this interview was not only great fun to do, it’s a great pleasure to offer it to you because of the sky-high level of usable content.

Take notes!

And when you’re done, I urge you to follow up and download his 70-page, professional quality report on how to create a podcast of your own.

Podcast Like A Radio RJ - free 70-page report available today

As you’ll hear on the audio, this report has zero filler and is made so easy to consume because Dan is a professional presenter.

The same goes for his course, in case you want to follow up right away and create your very own podcast.

Now, just press play and lean back to hear the good stuff first!

Hey theres!

It’s time we looked at one of the most common ‘rookie mistakes’ in copywriting.

It’s an easy mistake to make, and even easier to confuse with something real and effective.

I’m talking about the mistake of trying to elicit emotion in the prospect by over-using power words etc.

photo credit: joelogon

You know: Cash-Sucking Vacuum Cleaners On Steroids Exploding Your Brain While Emptying Your Wallet… you get the picture

Make no mistake, word choice is VERY important in copy, and you do need to know how to use power words in carefully chosen places to elicit a very specific response.

In fact, it was one of the last things I really learned to do as I was learning the art and craft of copywriting.

But the newcomer easily mis-interprets this as the sole way to elicit emotion in the reader.

After all, everyone keeps telling you how the sale is dependent on the emotion you’re able to drum up, right?

Well, wrong. Kinda.

So here’s the cure.

I’ll explain.

Instead of trying to elicit the emotion directly using copious amounts of power words – which makes it look like blatant advertising AND takes away from the clarity of the piece – pick the most powerful benefit and write around that.

If you’ve done your research, you probably have a list of dozens of benefits. But it doesn’t mean you should use them all… just the best ones.

If you don’t think you have any really strong benefits to work with, there’s something seriously wrong with either the product or your research.

I’m sure you’ve heard the old adage that in copywriting, you shouldn’t try to CREATE a desire for a product or a solution, but to channel an existing one.

That’s exactly what this is about.

Now check out these headlines:

New Visa Card Lets You
Buy Almost Anything In
The World… Even If…
Your Credit Is Terrible And You
Can’t Get A Bank Account!

Not a power word in sight, yet it plays to the ultimate benefit of the product. Result: emotion, more emotion and salivation.

Another one:

How Wealthy Senior
Citizens Buy Life
Insurance… And… Make
A Substantial Profit From
It… While… They Are Still
Alive!

These legendary headlines were written by Gary Halbert, as far as I’m aware. One of my biggest influences for sure.

See how these headlines have ZERO power words, and yet they create not only incredible emotion, but almost illegal level interest in the product?

And by illegal, I mean the benefit is written up so that it almost seems like it should be illegal, but obviously isn’t.

Everybody wants in on a loophole.

Time and again, the most emotion-creating benefit, hook and angle is found during research. You just need to have the patience and the awareness to look for it, and grasp it when it stares you in the eye. A great benefit explained, wins over emotion every single time.