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Crafting Words that Get Results.

Your Profit-Boosting web copywriting specialist for the fitness, lifestyle and travel industries.



Recession? What recession?

The world is your oyster

“To win the big stakes in this changed world, you must catch the spirit of the great pioneers of the past, whose dreams have given to civilization all that it has of value, the spirit that serves as the life-blood of our own country – your opportunity and mine, to develop and market our talents.” 

This wasn’t Steve Jobs or Bill Gates or Warren Buffett talking about our changing times. Napoleon Hill wrote these words back in 1937 in the classic self-help book, Think and Grow Rich.

Many small (and large) business owners I know are thriving in this so-called  recession by utilizing one important tool…

Direct response advertising

This isn’t the time to stop, or even slow down, your advertising (unless you’re throwing away your ad budget on “image ads” or branding.)

Instead, do what many hungry, ambitious business owners are doing: turn to another old classic: direct response advertising. 

In other words, advertising that is designed to elicit an immediate response.

Find a copywriter who understands direct sales

Not every copywriter “gets” selling. This may sound hard to believe, but even though a copywriter’s sole job is to sell with words, many copywriters have never been in direct sales.

I don’t think you can fully understand the art of copywriting, the art of persuading with words online or in print, without having experience in the time-honored tradition of direct sales.

Selling presentations: 25,000 and counting

I’ve given over 25,317 one-on-one sales presentations. I understand the pyschology of selling, and what makes people buy.

In 1986 I started developing that skill, and now, 25 years later, I transfer that skill to the art of crafting words that sell.

I’m a web copywriting specialist who will get your web content to sing, and your readers to buy.

If you’ve caught the spirit of the great pioneers of the past, we probably have something in common. And I may be able to help you channel that spirit into increased sales. Let’s talk.



How to win friends (and clients) like Dale Carnegie

Selling the Dale Carnegie way 

As a business owner, you persuade and sell with the words you use. Yet many people hold back when it comes to selling one thing – themselves

If you’re not a natural salesperson, you’re not alone. Selling yourself – whether at a networking event, over the phone (perhaps the hardest way), or face-to-face with one person – isn’t easy, and can create anxiety and avoidance. Even for big-time CEOs and high-level managers.

The Dale Carnegie method

In his classic book, “How to Win Friends and Influence People,” Dale Carnegie said, “You can make more friends in two months by becoming interested in other people than you can in two years trying to get other people interested in you.” 

Carnegie was talking about friends, but this technique can also work for clients. Instead of always being ready to launch into your “elevator speech” and talk about yourself and your business, work on becoming a good conversationalist and an effective listener.

Selling made easy

3 ways to do this: 

  1. Ask interesting questions. People love to talk about themselves (much more than they like to hear about you and your business.) 
  2. Keep informed and well-read. The more you’re up on the world around you (current events, business ideas, even entertainment), the easier it is to find common connections and establish rapport. 
  3. Take a sincere interest in others. When you’re genuinely interested in someone else and what they do, and ask thought-provoking and relevant questions, they’ll open up to you. 

If your motivation in asking questions and listening is to truly understand the other person, it will lead to natural openings in the conversation. Then, and only if you can frame it in a way that solves their problem, should you talk about what you do.

Is this just a thinly-veiled sales technique? Not at all. It’s just a simple (and “reverse”) way to go about communicating your ideas. One that could lead to more clients … and probably, more friends.



Web copywriting tip from “Cool Hand Luke”

Web copywriting must connect

“What we’ve got here is a failure to communicate.” 

Classic movie buffs and old-timers will recognize that line from “Cool Hand Luke,” the 1967 film starring Paul Newman. 

Newman stars in the title role as Luke, a prisoner who wins the respect of his fellow inmates by refusing to conform or submit to authority.

As a business owner, perhaps you can relate to Luke’s non-conformity! But as a web marketer, you obviously need to connect with your reader and communicate. 

One way to connect better and improve your web copy is to eliminate what I  refer to as “warm-up copy”  

Try this: read your subject line, headline and lead (generally what you see “above the fold”) out loud. If the first paragraph or two sound nice, but it’s really the third paragraph that gets to the “meat” of the copy and says anything substantive, get rid of the first two paragraphs (the “warm-up copy”) and start with the meat.

Web copywriting for readers who scan

You can do the same with all your web copy. Author Elmore Leonard advises fiction writers to “try and leave out the part that readers tend to skip.” Good advice for web copywriters, too. 

Go through the copy on all you website’s pages and look for parts that don’t communicate something meaningful. Make sure every word, every sentence is strong, and pulls the reader through the copy.

Conversational writing

And one last tip from Mr. Leonard, “If it sounds like writing, I rewrite it.” If your writing doesn’t sound like you’re talking to your best friend, it’s not good copy. Stick to conversational writing, and chances are you’ll keep more readers to the end, win them to your way of thinking, and ultimately, move them to action.



Writing, success and giving it all away

Steel baron, writer, philanthropist

“Though not a writer, I have always felt that my true field was to be one.”  

Andrew Carnegie is known as a great steel baron and a captain of industry. Some call him “the Bill Gates of the Industrial Age” (he was the richest human being of his time.) He’s probably best known for donating the money to build over 2,500 libraries and the famous concert hall that bears his name. And like Warren Buffett, Carnegie made it his mission in life to give away his wealth in his lifetime.

Carnegie the writer

But few people know that Carnegie was also a writer. He loved to see his ideas and opinions in print, and was a member of the Authors Club of New York, earning the privilege by publishing more than some professional writers.

He published seven books and more than eighty articles and speeches, and never needed a ghostwriter. His most well-known essay, “Wealth”, has influenced generations of philanthropists.

Success can be yours

“Think of yourself as on the threshold of unparalleled success. A whole, clear, glorious life lies before you. Achieve! Achieve!”  

Part of my role as a web copywriter is to help you achieve unparalleled success. What you do with the resulting wealth is up to you.



Copywriting: your secret weapon for bigger results

A copywriter made Sherwin Cody famous

Sherwin Cody was in the right place at the right time, but if it weren’t for a copywriter, he may never have made it big.

 Cody worked for the Chicago Tribune around the turn of the 20th century, at the same time the University of Chicago was initiating correspondence education. Cody’s assignment was to write a home study English course.

Writing like you speak (in sales and ads)

You’ve heard of the 4 U’s (urgent, unique, ultra-specific and useful) and the 4 P’s (promise, picture, proof, push)? Well, Cody established his course on business writing based on 4 C’s: clarity, correctness, courtesy and colloquial style. The course became the Sherwin Cody 100% Self-correcting Course in English Language, which Cody patented and franchised. As a business writer, Cody advocated “writing like you speak” and emphasized practical applications such as sales, advertising and letter writing.

Copywriting genius explodes response

It was copywriter Maxwell Sackheim, however, who turned the course into a runaway winner. His classic ad with the famous headline, “Do You Make These Mistakes in English?” ran virtually unchanged for 42 years straight. They tested alternate ads over the years, but Sackheim’s always came out on top (in one test it outpulled “How to Speak and Write Masterly English” 3-to-1.) Eventually over 150,000 students took the course.

Advertise the right way (use a strong copywriter)

As Mark Twain once said, “Many a small thing has been made large by the right kind of advertising.” 

Master this craft of copywriting (or hire a strong copywriter, like yours truly), and you wield incredible power to make small things large.

What part of your business could use some enlarging?

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About Steve Roller

Steve Roller started Web Content Copywriting to help you maximize your web content and get more customers.

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"Steve Roller came through for me with solid research, sound insights and valuable input for a major copywriting project of mine, involving direct-response advertising encompassing every medium: print, direct-mail, internet, and broadcast."

- Dan S. Kennedy, Consultant/Copywriter, Author, NO BS series - www.NoBSBooks.com

"Steve Roller is a ‘go-to’ copywriter. When you need copy that connects with your prospect … that persuades him to take action … Steve’s the copywriter to turn to."

- Katie Yeakle, Executive Director, AWAI, www.awaionline.com