(815) 503-0286 matt@matthewlbrennan.com
  1. It’s emotion, not fact that drives purchasing. Tell a good story!
  2. I shouldn’t have to say it, but spelling and grammar count. It’s part of the whole trust thing.
  3. Blogging (especially on WordPress) gives you a great opportunity to impress the search engines. Fill out all of your meta data. 
  4. You’re not writing a novel. Keep your content brief. 
  5. They’re, their, there. To, two, too. It’s, its. Are, our. Learn the difference. 
  6. If you’re busy “keeping are country safe” that does nothing to make me feel better. (see #5)
  7. Want to become a better cook? Cook more. Want to lose weight? Work out more. Want to improve your writing? You guessed it. Write more. 
  8. If you pick up the New York Times, or any other major newspaper, you won’t see a banner headline that says “Welcome To Our Newspaper.” You don’t need to welcome us to your website either. Just tell us why you are here. 
  9. Keep your paragraphs short, and your sentences shorter. If you see an unnecessary word, eliminate it. 
  10. Figure out what phrase you want your customers to find you under in the search engines. Utilize it in your copy. That’s a big part of writing for search engines. 
  11. Don’t overdue #10. Search engines are on to all those dirty little tricks that people used to rank their websites. One or two uses in 300-500 words of content is enough. 
  12. Unless you’re lucky enough to count Google, Bing or Yahoo among your clients, it’s not the search engines that will buy what you sell, it’s people. Don’t let any marketers convince you differently. (See #1)
  13. People almost never know what you want them to do on your website. If you want them to buy, comment, or contact you, don’t be afraid to ask. 
  14. Want to catch errors, rhythm or other issues in your writing? Read it out loud before you hit publish. 
  15. Even better than #14, ask someone else to read it out loud. 
  16. Short writing requires larger impact. It’s how your work stands out in a crowded field, so spend more time with it. (Headlines and Twitter especially.)
  17. Do you have a lot of products on your site? Original product descriptions will help your customers to tell the difference, and keep you from being penalized for duplicate content. 
  18. Promote your blog regularly by posting to social media accounts, and listing in blog directories. 
  19. Create a web of backlinks inside your blogs, cross promoting content. 
  20. Link outside your blog to information that you find useful as well. Chances are your readers will find it useful too. 
  21. You don’t need to impress us with your Harvard vocabulary. If a reader needs to look up a word, chances are they probably won’t come back. 
  22. It’s quality, not quantity. If you’re writing three blogs a week, and two of them suck, then stop writing blogs that suck. 
  23. It’s about having a conversation. Talk with your readers. Build relationships. 
  24. Read a lot. Read your competitors’ websites. Read industry news. Read outside your industry. Read the back of the cereal box. Just keep reading. 
  25. Know when you’re over your head. If you’re not much of a writer, or you don’t have the time, hire someone to help!

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.