High Rankings Advisor’s newsletter (which always has great info) published an article by Karen Thackston about how poor ROI can be related to navigation and site flow rather than poor copy.

She gave the example of a site selling custom handbags. The copy was excellent and the photos “gorgeous”. But when a buyer got to the “get a quote” form there were several questions that required the potential buyer to write out in detail such as what they liked in fabrics, handles, and any accessories desired. Instead of giving the buyer sample ideas of what could be crafted, the site relied on the buyer’s ability to write detailed descriptions.

If you’re like me, you may not know what you want until you see some examples of what can be done. In this case, states Thackston, this isn’t a case of poor copy, but rather poor sales process flow.

Food for thought, eh?

MSNBC had an interesting article on the use of less-than-perfect grammar for Web copywriting.  The trick, the article says is "balancing proper grammar with a conversational tone." Since consumers need to relate to your message, write in the same conversational tone you’d use if you were hanging out at Starbucks with your ideal customer. What grammar rules can you break?

• Contractions.  When’s the last time you said "I had" instead of "I’d"?  1957?
• Dangling prepositions. "You’re going to feel like a pro when you put this on."
• Slang words (if appropriate to your audience). Sheesh, what would my English prof say?
• Sentence fragments. "Got milk?" *Don’t forget, web readers SKIM.  Short sentences are good.
• One-sentence paragraphs.  "See above"

Want to hear something just a *bit* crazy from my friend (and incredible copywriter) Derek Franklin?

Here goes…

Today may be the day to:

* Put your entire collection of copywriting books up for sale
  on eBay
* Cancel your plans to attend that annual copywriting seminar
* Turn your stack of copywiting DVDs into drink coasters
* Clean your browser of every last copywriting blog, article,
  and site you’ve bookmarked over the years

Have I lost my mind, you ask?

Not at all.

It’s not what I’ve lost that makes me say these things, it’s what I’ve found.

It’s something I can only describe as the closest thing to a treasure map for copywriters I’ve ever seen.

Here’s the brief story behind what I’m talking about…

Derek  recently set out on a mission to learn everything about copywriting he possibly could.

He bought gobs of books, expensive training courses, DVDs, and even tore through the Web looking for anything he could find related to the art of copywriting.

In the process of his journey, he:

* Collected all the best copywriting tips, techniques and
  concepts
* Eliminated all the fluff
* Eliminated all the redundant stuff (there was a lot)

And, here’s the BIGGIE…

* Organized all he had learned and collected into one of
  the most unique and useful documents for learning
  the art of copywriting that you’ll likely see for a
  long time

I can say without a doubt that it’s unlike anything I’ve ever seen!

Derek calls it (appropriately), The Copywriter’s Brain.

It would be virtually impossible for me to try and describe here what it is and how it’s used.

Fortunately, Derek’s put together a short video tour inside The Copywriter’s Brain.

If copywriting is part of your business or livelihood, then you’ve GOT to check it out by clicking this link to view the video now.

I purchased The Copywriter’s Brain today – - and will write a full review in the next couple of days. I believe I own every piece of software Derek has ever written, and have never been disappointed.  More later.
 

I had to laugh – - and was a little jealous – - when I received a press release today about how a new super-dooper mouth guard helped Los Angeles’ Dodger superstar Manny Ramirez have more “strength, balance and flexibility.”

How? Because the guard holds his jaw in a position that allows his jaw and neck muscles to completely relax.

The last time my neck relaxed was sometime in the late 1990s.

The magic apparently comes from a gizmo called The Pure Power Mouthguard (PPM), a technological wonder developed by Canadian dentist, Dr. Anil Makkar.

“Incredible,” is how Ramirez describes it. “I pop this thing in my mouth before I go to the plate, and man do I feel a difference. Just like that, I feel stronger, and more relaxed. And when you’re feeling relaxed and in tune with your body, you can do some damage… I just love it,” he says.

I’d love it too Manny.  Wanna send your spare over to my office?  I’m pretty sure that less neck and jaw strses will make me a FAR better writer.  Right fellow scribes? LOL