Public Relations & Social Marketing Insight

Optimizing your own copy is a bit like scaling Mount Everest without a Sherpa. It doesn’t matter if you’re in shape; if you go it alone, there’s a pretty good chance you’ll end up a crumpled human popsicle.

Well, help is here.

To save you (and your copy!) from a shallow, frosty grave, I’ve put together 51 bottom-line questions that will help optimize every element of your online copy....

Not sure where to start? That’s okay. This article will teach you the fundamentals. You'll learn how to drive audiences to read every word you write. You’ll learn how digital copywriters -- you know, marketers who use words to convert people online -- get and keep the most valuable commodity on the internet: attention.

However, in order to command an online reader’s attention, you have to first understand how they read.

The answer, of course, is that they’re not reading at all. On the internet, the majority of people are actually skimming. In fact, according to research performed by Jakob Nielsen, of the Nielsen Norman Group, only 16% of people online read word-by-word.

Just about everyone else is a scanner, picking text apart for the bits that are valuable to them.

Knowing that, there are several ways you can write to make the process easier for people, ensuring that your message is entirely received.

Ready to learn a valuable skill?...