Robert Warren

Building a professional reputation requires a campaign founded on your words: the positions you endorse, the motions you advocate, the accuracy of your vision. Writing for the Web can either establish your expert credibility or destroy it.When your...

Much of today's accepted copywriting wisdom comes from old books written for a different, quieter world.For most of the twentieth century, widely promoting a successful message was expensive and difficult, requiring control of significant...

Let's get right to the point, folks.We're all looking to succeed, in our own individual ways, and we're all looking for nuggets of wisdom to lead our course.

As the American economy emerges from recession, many businesses are now reexamining their marketing materials and realizing that their communications are outdated, ill-prepared for the return of a robust, competitive, growing economic environment.

At some point, every serious writer is forced to sit down and conclude that there is something seriously wrong with their work. It wanders; it is pretty in some spots and horribly ugly in others.

The first and final rule of quality writing is this: what doesn't strengthen your writing, weakens it.There are no neutral words when you're trying to be persuasive - every word must be doing real work and every sentence must be necessary.

Whether you are writing a magazine article, composing a press release, or editing the sales copy on your website, the end goal is always the same - to influence the thinking, and probably actions, of other human beings.

Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:Selling features instead of benefits.

So you spent good money on an ad, put it in a magazine or newspaper, and waited patiently for phone calls that didn't materialize. You're upset: you feel that you've wasted money and time, and now you're convinced that...

Grab 'em and don't lose 'em. Every marketer knows that one. Human beings have very short attention spans, so you can't afford to waste your prospect's time - give them the good stuff and then let them go as soon as you can.