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May02

The Persuasive Power of Percentages

97% fat free! Kills 99.99% of household germs! Many pieces of marketing rely on quoting percentages in order to persuade people to their point of view. The only problem is that using percentages may be the most persuasive in all situations. The human brain is not well designed to think in terms of percentages. Here’s
  • Posted by Ingrid Cliff
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April04

How to Unblock Writer’s Block

Ever had the situation when you have needed to write something for your business, and suddenly your brain blows a gasket and all you can think of is … nothing? Welcome to writer’s block. Everyone gets it (even the super-creative people). The trick is not to let it keep you so blocked up that you
  • Posted by Ingrid Cliff
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February07

What Great Networking & Great Copywriting Have In Common

I regularly speak at networking events, as well as attend a number of networking groups, and one of the things that struck me at a recent networking breakfast was the commonality between great networking and great copywriting. What do I mean? Well, here are 10 skills you need to have to be a networking ninja,
  • Posted by Ingrid Cliff
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June12

Ethical Marketing – Not As Hard As You Think!

Last post we looked at how the 7 Deadly Sins were used in marketing – I think of that style of marketing as “old school”. It comes from the old paradigms and taps into fear, loss and power to get a result. It relies on manipulating people to hand over their money in order to
  • Posted by Ingrid Cliff
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November25

What to Write in Office Christmas Cards

It’s that time of year again. Christmas card writing time! If you choose to send out cards to your clients or suppliers – then make sure you don’t waste the contact by just scribbling your name on the inside of a stock standard card. That is about as meaningful as saying “have a nice day”
  • Posted by Ingrid Cliff
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November18

Why This Copywriter Hates Advertising

Do you ever get sick of advertising? The emails that scream “here’s the magic bullet – just attend this course, buy this webinar series, purchase this software etc”. They promise that if you just follow the magic formula, plant the magic beans, kiss the unicorn and spin around three times … that all your dreams
  • Posted by Ingrid Cliff
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October21

7 Essential Website Checks

It’s Spring here in Australia. We are starting to get some lovely warm days, which in our household means clothes review time. Given my kids have a habit of growing 3cm each season, this is a regular occurrence in our household. You see, at the change of each season we go through all of our
  • Posted by Ingrid Cliff
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October14

Gutsy Guarantees

A number of my clients this week have been struggling with working out their of guarantees, which is why I felt compelled to share this great article from the vault. Let’s assume you have a brilliant product or service, and you want to make it an absolute no brainer for people to buy it –
  • Posted by Ingrid Cliff
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August19

What “The Block” Can Teach You About Building a Website

“The Block” is an Australian TV phenomenon. On the program, four couples had to renovate four derelict homes – all to a strict budget and on a tight timeframe. The winner was the couple whose house sold for the most at auction at the end. Much the same as when you are building a website
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