Top Copy Guy

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Welcome To My Articles Page

Below you'll find samples of some of the articles I've written.
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  5 Tips To Improve Your Web Site Conversion Rates

If you want to increase the conversion rate on your web site or mini site,
take a look at your sales letter. Often site owners spend more time worrying about how the letter looks than what it actually says. If that sounds like you, then here are some tips that can help give your letter back its power:

1. Beef Up Your Headline
A good headline is worth its weight in gold. It's the first thing your
customers see and it needs to get their attention. To find out if your
headline is doing its job, ask yourself these questions:
  • Is it specific to the product or service you offer?
  • Is it big and bold?
  • Is it a complete message in its own right?
  • Does it make a promise or invite the reader to do something?
  • Does it engage the reader and make him want to read on?

    • If the answer to any of these questions is NO, then you've got some work
    to do. Spend time making your headline as powerful and direct as you can. Otherwise you could be losing customers before you get a chance to introduce them to your product.

    2. Address The Customer
    If someone were to walk into your house and ask about your product, you'd have no trouble explaining it to them. You'd probably ask them to sit down
    and have a friendly discussion about it.

    And yet when we write about our products on the web, we forget about the customer. But without him, your business is doomed. So write your sales
    letter with the customer in mind.

    The simplest way to remember this is to remove the words I, We, and Us
    from your text and replace it with the words You and Your. Naturally if you're telling the customer a story, you'll probably want to tell it in the first person. But make sure you preface it with references to the customer, to get him involved in the letter and give him a reason to read on. For example:

    "If you’ll give me 3 minutes of your time, I’d like to show you how you can create your own ready-to-hang artwork WITH THE TOOLS YOU ALREADY OWN!"

    3. Keep Your Language Simple
    When someone arrives at your web page, they need to feel welcome and relaxed. They should read your copy and feel like you're talking to them on
    their own terms, in language they can understand.

    Even if your site features the latest information on brain surgery or quantum physics, it's not going to be of much use to anyone if no one sticks around
    long enough to read it. Try to use a conversational tone, as if you were chatting to a relative or a friend. Where appropriate use contractions and natural forms of speech, just as you would in an everyday conversation.

    These tactics help put the customer at ease and reassure him that you're
    not talking down to him, that you're treating him as an equal. One way to
    test your copy for its suitability is to read it out loud. If you notice any words that stick out or that you stumble over rewrite them until the whole thing
    flows smoothly.

    4. Make It Easy To Read
    When your letter is completed, take a look at it. Don't read it, just look
    at how it sits on the page.

    Is there plenty of white space?

    Are there enough subheads or headlines to guide the reader's eye?

    Are your paragraphs too long?

    Do your bullet points go on forever?

    You might think these things are the graphic designer's job. Not true.
    YOU decide how the letter should look. He can decide which fonts to use
    or what colors or graphics to include. But you should always be in control
    of the words.

    When in doubt, follow Hemingway's advice:

  • Use short sentences.
  • Use short first paragraphs.
  • Use vigorous English.
  • Be positive, not negative.

    • You may have written the best sales letter of all time. But if you haven't
    made it easy for the customer to read, it might never get the exposure it deserves.

    5. Highlight Benefits, Not Features
    In a sales letter, features have no meaning. A customer doesn't care if
    your product is state-of–the-art, or if it is a one-of-a-kind. He wants to
    know what it will do for HIM.

    In other words, how will your product make his life easier, help him save
    time or money, give him the edge on the competition, and so on? You need
    to explain exactly what your product will do to make the customer's life
    better, happier or wealthier.

    For instance, your product might be an ergonomic keyboard designed to
    make typing more comfortable and pleasurable. So how can you turn that
    into a benefit?

    "Type faster and easier and get your work done in HALF the time!"

    Make the benefits obvious and clear so your customers know exactly what they're getting. Take the guesswork out of it and make it easy for them to decide whether or not to buy your product or subscribe to your service.

    Don't let traffic pass you by. Use these 5 tips to brush up your sales copy
    and watch your conversion rates soar.

     
     

     
       
     

     

    		  
      The Origins of Hangman

    Hangman is a simple spelling game in which participants try to build a
    scaffold and execute an evil villain. Not exactly politically correct these
    days, but the game remains as popular as ever.

    Forget reality TV: this must have been gripping to witness.

    Dating back to Victorian times, it makes sense that a game such as this
    would have developed out of a society where executions were a public spectacle. No more violent than The Itchy & Scratchy Show, yet somehow equally compelling in its appeal to our voyeuristic tendencies.

    The game is a relic of the 19th century, when criminals received the
    ultimate penalty for committing the ultimate crime. It's used nowadays
    to make learning words fun and to help people get to grips with a new language.

    Hangman can be played in a variety of different ways. The purpose of
    the game is to guess a word by inserting letters into a series of blanks.
    With each incorrect guess, a new piece of the 'hangman' picture is drawn.
    The game is over when either the word has been guessed or the drawing is complete.

    In some versions of the game the gallows is built first, while in others
    the drawing doesn't start until the first guess has been made. This latter variety is particularly useful with longer or more difficult words. Once the platform is erected, the next phase includes drawing the hanging man, including the head, torso, and each of the arms and legs.

    The precise origins of the game are unclear, although it is mentioned in
    the 1894 book by Alice Bertha Gomme entitled Birds, Beasts and Fishes.

    Being a hangman was not a job for the faint-hearted. Nor was it a
    particularly popular way to make a living. Often hangmen or their
    assistants were refused entry into public buildings on grounds of taste
    and decency. Yet the same people who denied them access would be the
    first in the queue to watch them carry out their despicable but indispensable deeds.

    But before you jump on your high horse and revel in the fact that things are
    so much more civilised these days, remember this. The last executions in Britain took place on August 13, 1964 at exactly 8 am local time. So have we really come very far?

    The writer Charles Dickens was among many Victorians who petitioned to
    have hanging abolished. It took time for the practice to disappear, thanks
    in no small part to the entertainment value it provided. In an era when there were no televisions or iPods it must have been a relief to have something to do, and something free, at that.

    And you can imagine the more infamous murderers drawing enormous
    crowds. One such occasion helped to bring the phrase 'money for old rope'
    into the English language.

    It was the execution of the notorious British surgeon William Palmer,
    accused of murdering his younger betting companion, John Parsons Cook.
    His rope was made an extra 30 yards longer than normal, and for many
    years after the executioner George Smith was still selling off pieces of the 'rope that hanged Palmer'.         		  
         
       

     

    		  
       
    5 Quick & Easy Pick-Me-Ups

    Got the blues?

    Feeling a bit below par?

    Some people are more prone to depression or melancholy than others.
    Often the time of year has an impact, too, as the shorter days of winter
    make us feel closed in and cut off from things. If only there was a way to
    give your spirit a boost, to pick yourself up and dust yourself off.

    Next time you're down in the dumps, try changing your attitude, ever so slightly, and see what happens. Here are five simple techniques you can
    put to use straight away:

    1. Send out positive vibes.
    Ever notice how when someone smiles at you, it makes you smile back?

    Nobody likes a moaner, someone who's always complaining and never seems
    to be happy. Moaners tend to drag everyone else down with them.

    Don't be the person other people avoid and ignore. As the song goes, put
    on a happy face. It won't hurt you, it might even make you feel better, and
    it will tell your friends and associates that you're fun to be with.

    2. Get a hobby.
    Got a passion for something you've not yet been able to accomplish?

    Maybe you're a keen singer, or an amateur photographer. Perhaps you'd like
    to join a volunteering organization or train to run a marathon.

    Hobbies have a bit of a bad reputation, because the word hobby tends to
    imply it's not really a worthwhile activity. And yet people have made millions turning hobbies into lucrative and fashionable businesses.

    Having something to do that takes you outside your normal environment
    can be refreshing and re-energizing. It gives you a buzz and a lift. When
    you're immersed in doing something you enjoy, you can't help feeling good.

    3. Stay upbeat    .
    Not feeling terrific? Fed up with lousy weather, bills in the mail, a job
    you're not completely happy with?

    No-one can blame you. It's hard to stay optimistic when things aren't going exactly as you'd hoped. On the other hand, however, thinking negatively doesn't really help matters, does it?

    The more you think about your troubles, the more you worry. But here's the thing: worry gets you nowhere. So what's the point of it?

    Surely it makes more sense to try and stay positive; knowing that at the
    very least you'll be making your life and the lives of those around you more pleasant and tolerable.

    4. Look on the bright side.
    Every cloud has a silver lining. If you look for it, you'll find it. But if you
    choose to ignore it completely, you'll end up missing the rainbow that follows.

    Take an obstacle and turn it into a challenge. Instead of wondering how
    you're going to get the kids to school without a car on Wednesdays, organize
    a local car pool. Put your mind to work and search out alternatives. You'll be amazed at how much simpler - and more enjoyable - your life will be.

    5. Relax and enjoy.
    In the end, it's all up to you. Don't be so hard on yourself. Little things will always go wrong, but it's not always your fault. Try to relax and concentrate
    on the things that are going right, instead.

    Take time out of your busy life to cut yourself some slack. Sit back, put your feet up, and let the stresses and strains drain away. Make time for yourself, because there's always plenty of time for everything else.

    Life is for living, and sometimes living means just taking it easy.         		  
     
       

    		 
        What's a Limerick?

    You might know that Limerick is a place in the Republic of Ireland. It lies
    on the River Shannon in the country's south west region. But you probably
    also know that a limerick is a nonsense verse.

    Why should anyone want to write a limerick?

    Well, in the first place, it's creative. It makes you think and stretches your brain a little. So that can't be bad.

    Plus, it's a lot of fun. And fun is becoming a highly under-rated commodity these days.

    So what are you waiting for? Make up your own limerick following these
    simple steps.

    Step 1: Introduce your Subject
    Who's it about?

    Decide on the age and sex of your limerick's main character:

    There was a young/old man/lady from…

    Step 2: Describe the Location
    Where does s/he live?

    Pick the place carefully, as it will need to be a word you can find lots of
    rhymes for. I'm using Spain, so that gives me lots to choose from.

    There was a young fellow from Spain…

    Step 3: Rhyme Scheme
    What rhymes with the name of the place?

    Typically in a limerick, lines 1, 2 & 5 should rhyme with each other.
    When you've settled on your location, use a rhyming dictionary to come
    up with as many words that rhyme with it as possible.

    For instance, I very quickly found the following: rain, pain, again, main,
    drain, stain, plain, Jane, sane, insane, remain, complain, etc. And that
    led me to this:

    There was a young fellow from Spain
    Whose left foot got caught in a drain

    Step 4: Tell your Story
    If necessary, use the words that rhyme with your location to develop a
    story that's amusing or unusual. At this point it often helps to work out
    roughly at least what will happen in the last line. For example:

    Will he complain? Go insane? Be in pain? Read on to find out.

    Step 5: Internal rhyme
    Lines 3 & 4 also rhyme, but usually only with each other. This helps add
    variety to your limerick and distracts the reader or listener from the
    ultimate conclusion.

    Once you have a rough idea what the last line will be, you can work
    backwards and 'fill in the blanks' so to speak. Here's my choice:

    Not sure what to do
    He took off his shoe

    Step 6: The Story's Resolution
    Bring the story to a satisfying close. Remember that the fifth and final
    line should rhyme with the first and second lines, unless you purposely
    don't want them to.

    Finally, put it all together, and you're done!

    There was a young fellow from Spain
    Whose left foot got caught in a drain,
    Not sure what to do
    He took off his shoe
    And muttered a few words profane.

    And that's all there is to it. The success (or failure) of your limerick
    depends to some extent on the time you're prepared to give to it. But
    whatever happens, try and have fun.

    That is, after all, what it's supposed to be about.         		  
       
     

     
        Beat Depression the Easy Way

    Want to get rid of the blues? Here are five ways to do it that won't cost
    you a penny!

    1. Find Your Flow
    These days tennis balls travel so fast that top-flight professional players
    can't even see them. They react instinctively, a result of hours of practice
    and intensive training.

    Sports psychologists call it getting in 'The Zone', that place where things
    just flow and reactions become automatic and intuitive. And the same
    thing happens when you're doing something you love.

    Any activity that brings you pleasure will take your mind off the everyday problems. What you do or who it's with doesn't really matter. The important thing is getting immersed in something that occupies your mind.

    2. One Good Think Deserves Another
    Is there something you've got that you're particularly happy about?

    Some people survive on very little money, but they've got their health.
    Others live with the disease or disability, but they've got loving family
    and friends. Still more have a hard time building lasting relationships,
    but they're doing a job they love.

    Think about something you have in your life that you're lucky to have,
    whether it's money, love, health, friendships, a great job or a beautiful
    house. Then acknowledge your good fortune with a silent statement of affirmation, such as "I've got a brilliant marriage."

    3. Lean-on Library
    Imagine a world with no other people in it.

    Just you.

    How scary is that?

    Fortunately, that's not the way it is. And that's good, because we need
    other people to talk to, smile at, flirt with, or even just to have a good
    moan with.

    You know what I mean: the friends and family you can always rely on for a
    chat. They listen to you, you listen to them, and you both feel better for it.

    They're your own lean-on library, a group that supports each other in good times and not-so-good ones. So whether you need to share a moment of success or have a good cry, people will always be there for you.

    4. Put Yourself First
    There's always enough time for work, for paying the bills, for cleaning
    the house or car, and for all those chores that have to be done.

    But what about the most important thing in your life: YOU?

    Every now and then you need to recharge your batteries. You need to
    switch off, leave the world behind and concentrate on you and you alone.

    Just a few minutes to yourself can restore your energy and make you feel better. It's not selfish: it's vital. And once you've got your get-up-and-go
    back, you'll be able to deal with whatever comes along calmly and efficiently.

    5. Score A Few Goals
    Ever thought you might like a better job? More time with your family or friends? Enough money for a special occasion?

    Everybody needs something to aim for. A goal gives you a target to work toward, and every step closer to the target increases your feeling of satisfaction.

    Nothing is quite as rewarding as the buzz you get from accomplishing something, no matter how small. Each achievement becomes a milestone,
    a landmark, a reason to look ahead with anticipation and expectation.

    And that's often enough to put a spring in your step and a smile on your face.     
     

        What is a Haiku?

    Haiku is a form of short Japanese poetry containing exactly 17 syllables.

    In the traditional Japanese form, these syllables were all written on a single line. Today, however, it has become the norm to spread the syllables across three lines of text in a 5-7-5 pattern, especially when written in English:

    Where can you enquire
    when no-one knows the answer?
    Just Google for it.

    The idea is to stick to one main theme in a sort of problem - solution or question and answer scenario. The first two lines present the problem or
    ask the question, which the last line attempts to resolve or answer:

    Red eyes in morning,
    a heavy drinker's warning;
    don't stay up so late.

    It's normal to see a break indicated by punctuation (such as a comma or semicolon) after the second line. This helps to set up the final line and its resolution of the first two.

    Haiku can also be used as a vehicle for humour, to show contrast, to
    highlight wordplay, to demonstrate a paradox, or to present a riddle:

    Five, seven and five
    feet I have but cannot walk;
    write and set me free.

    Haiku comes from an even older verse form known as hokku, which were
    used to introduce longer poems and verses. These often included a kigo
    or season word to tell the audience when the story took place:

    Summer's lazy sun
    filters through the far treetops;
    even dogs lie still.

    Many modern poets have taken to the short and often cryptic style a haiku affords them. It's now acceptable to write a haiku on its own, or as one of
    a set of haiku. Ezra Pound was one of the first 'serious' 20th century poets
    to give it importance in his poem which follows:

    In A Station Of The Metro
    The apparition of these faces in the crowd;
    Petals on a wet, black bough.

    And of course, people being people, many writers refuse to stick to the 17-syllable form or the 3-line structure. But what's important in a haiku is the ability to encapsulate an idea and compare or contrast it with something
    else.

    It should be short, yes, but the rest is a matter of taste and judgement.

    Some poets ignore the form completely and its association with all things
    Zen. Still others have taken it and used it to create something new, such
    as Tom Brinck who coined the phrase scifaiku (science fiction haiku) in 1995. Or you might remember seeing it in Stephen King's It, where Ben Hanscomb writes these words to Beverly Marsh:

    Your hair is winter fire
    January embers
    My heart burns there, too

    You'll notice that 'haiku' is both the singular and plural form of the word,
    while in contemporary circles it's acceptable to refer to these short poems simply as 'ku'.

    Perhaps the most interesting aspect of a haiku is that practically anyone
    can write one. These days it's common to see a 'ku' on a person's Facebook profile, or included in their e-mail signatures:

    What is a haiku?
    Seventeen syllables long;
    Thoughts in written form.

    It's a bit like flash fiction in that the goal is to present the essence of an
    idea in the fewest words possible. Whether that takes the form of a joke,
    a puzzle or a metaphor is entirely up to the author to decide. 
     
     
     
     
     
     
     
     
     

    All articles copyright Mel McIntyre.
    For permission to reproduce please contact the author by e-mail at:
    editor@topcopyguy.com

     
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