Red Hot Copywriting

Our inner bad girls come out on Halloween

2007-10-29T17:57:00.000-07:00

Well over the weekend I went to an adult Halloween party. This year was pretty tame for me actually.

Over the summer I bought this buccaneer style hat with these gorgeous ostrich feathers at the Renaissance Fair. I HAD to have this hat. No sooner had we left the grounds than I realized how silly it was that I had bought this thing. I consoled myself by telling myself I could wear it for Halloween. So that's what I did.

I dressed up like a pirate wench. I'm not sure how much swashbuckling I'd be able to do in this super tight dress but it seems we ladies enjoy dressing trampy in the name of Halloween.

Me with my friend, Bat Girl.

Ian Rich, me, and Johnny Fuego (aka Mr. Red Hot Copy)

REMEMBER, you can still save 25% on my latest copywriting product until Halloween! I'm very proud of how this turned out and the results I know you'll get!

Missing Copywriting Guru Discovered in Copywriting Witness Protection Program!

2007-10-03T17:51:00.000-07:00

FOR IMMEDIATE RELEASE
Web: www.redhoteventsonline.com
Email: supportchicken@gmail.com
Tel/Fax: 877-293-8311, extension 4

Copywriting expert Lorrie Morgan-Ferrero of Red Hot Copy has been uncharacteristically out of the public eye since her mug shot was mysteriously leaked last week.

That is, until TODAY when she was discovered by an floor worker at Staples Office Supply Store (who asked to remain anonymous) when she asked for assistance with materials for her upcoming event, “The Insider Copywriting Formula: What Every Entrepreneur and Small Business Owner Must Know for Maximum Profit and Prestige,” set for Friday, October 19, 2007 in Burbank, California.

(Seats were still available at time of this release at www.redhoteventsonline.com.)

“She clearly didn’t want to be recognized,” said the worker. Upon further investigation it was discovered that Morgan-Ferrero has been temporarily transferred to the Copywriting Witness Protection Program, a program designed to protect copywriters from themselves AND other copywriters. (This program is not to be confused with the Copyright Witness Protection Program which is designed to protect the purveyors of intellectual property.)

Morgan-Ferrero had been hauled in for questioning when plans of “The Insider Copywriting Formula” were revealed by Spanky Hardy, president of the notorious copywriting ring, “Brotherhood of Copywriters Created to Keep Our Trade Secrets to Ourselves.” She was soon released on her own recognizance, then mysteriously disappeared.

Morgan-Ferrero was previously reported to say her event was to bring an even playing field to ALL ENTREPRENEURS – whether they are professional copywriters or simply professionals.

In a past interview, Morgan-Ferrero was quoted as saying, “Today more than EVER people must understand how to write to get attention.”

“It’s not just sales letters, but blogs, ezines, postcards, emails, flyers, websites. . . every place there are WORDS is an opportunity to get noticed. People are going to leave “The Insider Copywriting Formula” event feeling so empowered – and making more MONEY!”

When asked why she felt it was important for ENTREPRENEURS to write their own copy, Morgan-Ferrero made the following points:

=> Reason #1: Copy is the only known “magic bullet” for making more money.

=> Reason #2: You know your business better than anyone.

=> Reason #3: Not knowing how to write copy sacrifices speed to market.

=> Reason #4: To be more successful, your business must evolve over time.

=> Reason #5: Copywriting is the MOST EXPENSIVE skill to outsource.

At “The Insider Copywriting Formula” event attendees will work on their personal foundational copy ON-SITE with Morgan-Ferrero’s support and guidance. They will leave with a step-by-step template that works for all types of copy so they can create magnetic copy over and over again.

During the past 8 years, Lorrie Morgan-Ferrero of Red Hot Copy has helped clients generate over $12 million in sales worldwide using powerful words (and solid marketing) with websites, press releases, brochures, flyers, voice broadcast scripts, email campaigns, space ads, and postcard marketing. Her clients come from all over the globe to master copywriting QUICKLY with her proprietary, step-by-step system.

At present Morgan-Ferrero is quietly preparing for her event at undisclosed location.

For more information, contact:

Web: www.redhoteventsonline.com
Email: supportchicken@gmail.com
Tel/Fax: 877-293-8311 x4

EXCLUSIVE! Mug Shot of Copywriting Guru Suspiciously Leaked!

2007-09-21T14:28:00.000-07:00

FOR IMMEDIATE RELEASE
Web: www.redhoteventsonline.com
Email: supportchicken@gmail.com
Tel/Fax: 877-293-8311, extension 4

Burbank, CA September 21, 2007 – A decidedly unflattering mug shot of copywriting whiz Lorrie Morgan-Ferrero of Red Hot Copy was leaked to the press today. Who leaked the confidential photo is still unknown.

Morgan-Ferrero was hauled in for questioning earlier this week when plans of “The Insider Copywriting Formula: What Every Entrepreneur and Small Business Owner Must Know for Maximum Profit and Prestige,” set for Friday, October 19, 2007 in Burbank were revealed by Spanky Hardy, president of the notorious copywriting ring, “Brotherhood of Copywriters Created to Keep Our Trade Secrets to Ourselves.” (Seats were still available at time of this release at www.redhoteventsonline.com.)

Morgan-Ferrero was reported to say her event was to bring an even playing field to ALL ENTREPRENEURS – whether they are professional copywriters or simply professionals.

Her event is based on the foundation that everyone should understand the fundamentals of copywriting because:

=> Copy never sleeps. It represents YOUR business to tons of potential new audiences, even when you’re not there.

=> Copy makes you stand out. It puts you in the driver’s seat as the expert in your field.

=> Copy is the center of EVERY marketing campaign. You don’t start making money until the copy is written. Period.
“Today more than EVER people must understand how to write to get attention,” said Morgan-Ferrero in this exclusive interview.

“It’s not just sales letters, but blogs, ezines, postcards, emails, flyers, websites. . . every place there are WORDS is an opportunity to get noticed. People are going to leave “The Insider Copywriting Formula” event feeling so empowered – and making more MONEY!”

When asked why she felt it was important for ENTREPRENEURS to write their own copy, Morgan-Ferrero made the following points:

=> Reason #1: Copy is the only known “magic bullet” for making more money.

=> Reason #2: You know your business better than anyone.

=> Reason #3: Not knowing how to write copy sacrifices speed to market.

=> Reason #4: To be more successful, your business must evolve over time.

=> Reason #5: Copywriting is the MOST EXPENSIVE skill to outsource.

At “The Insider Copywriting Formula” event attendees will work on their personal foundational copy ON-SITE with Morgan-Ferrero’s support and guidance. They will leave with a step-by-step template that works for all types of copy so they can create magnetic copy over and over again.

At present Morgan-Ferrero has been released on her own recognizance (or in layman’s terms, because of her upstanding reputation in the community).

For more information, contact:

Web: www.redhoteventsonline.com
Email: supportchicken@gmail.com
Tel/Fax: 877-293-8311 x4

“EXPOSÉ! Insider TRADE SECRETS To Be Spilled By Top Marketer; Copywriting Ace Hauled In For Questioning!”

2007-09-20T12:34:00.000-07:00

FOR IMMEDIATE RELEASE
Web: www.redhoteventsonline.com
Email: supportchicken@gmail.comTel/Fax: 877-293-8311, extension 4

Burbank, CA-September 20, 2007 – It was revealed Wednesday by Spanky Hardy, president of the notorious copywriting ring, “Brotherhood of Copywriters Created to Keep Our Trade Secrets to Ourselves” that copywriting whiz Lorrie Morgan-Ferrero (Red Hot Copy) plans to share INSIDER TRADE SECRETS with small business owners in a one-day crash course in writing money-making copy.

Her plan to unveil “The Insider Copywriting Formula: What Every Entrepreneur and Small Business Owner Must Know for Maximum Profit and Prestige” on Friday, October 19, 2007 in Burbank was stalled when an anonymous tip was delivered to the copy police about the powerful content scheduled to be shared at Morgan-Ferrero’s one day event. (At the time of printing this report seats were still available for just $497.)

“Copy Translates DIRECTLY INTO DOLLARS!”

According to Morgan-Ferrero, her ONE TIME ONLY event is based on the premise that everyone should understand the fundamentals of copywriting because copy is critical to EVERY marketing campaign. Here is a small sample of what’s in store at this content-packed event:

• How to map out your complete copywriting blueprint ON-SITE in a promotional piece you can use to gain attention through multiple media;
• How to get your marketing message down to a SOUND BYTE you can duplicate in all of your copy so you effortlessly explain what you do and how you can help;
• How to lower sales resistance and separate yourself in your marketplace;

Plus smart registrants walk away with proven templates, formulas, and power words to use long after the workshop to create MORE MONEY-MAKING COPY! In fact, attending this event is like getting permission to print your own MONEY!

During the past 8 years, Lorrie Morgan-Ferrero of Red Hot Copy has helped clients generate over $12 million in sales worldwide using powerful words (and solid marketing) with websites, press releases, brochures, flyers, voice broadcast scripts, email campaigns, space ads, and postcard marketing. Her clients come from all over the globe to master copywriting QUICKLY with her proprietary, step-by-step system.

Morgan-Ferrero was taken in for questioning, but so far no charges have been filed. No official plans have been made to interfere with her “Insider Copywriting Formula” event at this time.

For more information on the event or to reserve your spot NOW, please visit www.redhoteventsonline.com, call 877-293-8311 x 4 for a pre-recorded message, or email supportchicken@gmail.com.

I did it!!!

2007-09-17T19:40:00.000-07:00

After sitting here with tears streaming down my face because I just don't understand the scripts portion of blogs, I was finally able to install my BlogRush widget!!! See it there on the right? Isn't it cute?

Do you know these child actors

2007-09-16T19:48:00.000-07:00

It's so funny to me when I run into actors I used to watch as a kid myself. See if you recognize these guys...

Answers: Corey Feldman, Danny Bonaduce, Corey Haim

I just saw Kelly perform at the House of Blues

2007-08-26T14:55:00.000-07:00

What a riot! Kelly is actually Liam Sullivan, a dorky-looking comedian who's unpretentious, unexpectedly funny, and unbelievable sensitive to the plight of women. In fact, as he was filming the cool video, "Shoes" on Melrose, he was honked at by guys in their cars. He was pissed off that guys would dare treat women that way. (Ye barely know what we put up with, Liam but thanks for being open!)

Kelly is my number one friend on My Space. You can see the "Shoes" video there.

Even though we weren't allowed to bring cameras in to the performance, everyone had a camera on their phone. Duh. At the end of the concert, dressed as Kelly, Liam agreed to stay and meet everyone who wanted to say hi or take a picture. He's still sweet like that...we'll see how long that lasts. Not because he shouldn't be, but because he spent on average 3-5 minutes with everyone and the line snaked around the building. We all waited a LONG TIME, but success comes to those who wait. And he was sooooo friendly and sort of taken back by his own success.

Some marketing tips my husband and I had for Liam:

1) Bring your own photographer to do polaroids to keep the line moving. Of course, charge $3-5 per picture. You can also let people use their cameras too. I'm not saying be a "deck" but see the next point...

2) Allow people who purchase your cool "betch" and "deck" merchandise priority for pix.

3) Hire a handler that keeps the line moving.

4) Bring A LOT more merchandise. I'm sure I would have bought another t-shirt and CD if there were options. MARKETING FACT, LIAM: People buy more when they already have their money out.

And here is my picture with Pam Cooke, who plays Kelly's mom in the video. She was so shocked I wanted her photo. I said, "Get used to it. You're famous now."

Biggest lesson from the night? I need a LOT MORE SHOES! If you want to contribute any amount to the Red Hot Shoe Fund, I will be most pleased and will list your name and website in my blog. Let's get some SHOES!!!

Psst! Did you register for the Monday, August 27th call, *Introductory Class to Kick Start Your Copywriting Process* ($97 value) yet? It's at 5pm Pacific. Don't wait! Do it now!!!

2007-07-07T10:39:00.000-07:00

I love this fun photo gallery about celebs. It's so true! If they didn't have trainers and stylists they could easily look a little more ordinary. (Thank GOD they have 'em though.)

Hawaii or San Diego

2007-07-02T22:07:00.000-07:00

What's a girl to do? I have two competing events happening next week. The National Speakers Association convention is in San Diego and I have a ton of friends going. Plus I'm excited to meet Randy Gage and Joe Vitale in person. (They are both on my hit list of people I'd like to do a JV with in the future...there is nothing like meeting someone in person to grease those wheels.)

But the Hawaii event features my idol, Joe Sugarman teaching copywriting. It almost seems like a no-brainer, huh? Well, there are a few personal details I have to throw in the mix before I make my decision. Like what, you ask?

Well, like how fun is it going to be to go to Hawaii without my husband (someone has to stay with the kids)? Plus we're dropping a lot of money going to Scotland/Ireland at the beginning of August. And I'm behind on several projects that aren't high pressure but I COULD use that time to work.

I'm being completely transparent with you on this (like a journal). I still don't know what I'll decide, but you can follow along...

We'll both know soon!

I'm dining with Bill Phillips of "Body for Life"

2007-06-28T17:39:00.000-07:00

How cool is that? I remember falling in love with his writing style and his ease of working self-care into your lifestyle. He's brilliant and I can't wait to meet him in person. Special thanks to Joe Polish for setting this up. Stay tuned for pictures...

My Birthday Month has officially begun...

2007-05-28T21:05:00.001-07:00

Hi,

After many months of hard work I'm happy to report I'm doing a little relaxing with my friends and family.

It started off with a workout at my friend Ali Brown's swanky gym in Santa Monica. I took a kickboxing class with Cindy Brown while Kim Castle and Ali did cardio. Kim had to leave but the rest of us did some rare shopping offline on the 3rd Street Promenade. I fell in love with a metallic material at Miss Sixty but Ali intervened. It was in a bubble dress. What is up with that hideous fashion. NO ONE looks good in it. I almost got anyway because I loved the material but I found a top made of the same stuff. Disaster averted.

The next day I spent with another group of friends celebrating another birthday (the nerve of Mickley being born so close to my birthday - haha). John and I went to Malibu where we got married. It was so gorgeous. We saw dolphins playing in the surf around 5:30pm.

Today I finally met one of my assistant's, Cathy Moody, and her family. (Don't even try to poach her from me...I keep her extremely busy.) :) It was nice to meet in person even though I feel like I've known her for years.

Finally to wind up the weekend, John and I went horseback riding through Griffith Park. It was so relaxing. We barely spoke a word the entire time. Just coasted through the mountains, occasionally galloping, but mostly just cruising. I came home and took a two hour nap, which is very rare for me. I miss being out in nature. Living in the city can wear on your senses sometimes.

Scandal? I can explain…

2007-05-19T20:45:00.000-07:00

Yes, this is a picture of me on a bed with my mentor, Joe Polish. But trust me, there is a reasonable explanation.

See, Joe is a bit…crazy.

We had a mastermind meeting last week at his Piranha Marketing offices, which are not decorated like a *normal* office. He has everything in there from a life-size figure of Freddy Kruger to murals of Madonna to a king-size bed complete with the front end of a car (the headlights really work!)

Joe is all about E.L.F. – Easy. Fun. Lucrative. And I’m sure working there full time is a kick.

But before I get to the *scandalous picture*, let me tell you some of the highlights of our meeting. First of all there was a meeting room filled with some wildly successful entrepreneurs in so many different fields it would make your head spin. We’re talking real estate, infomercials, seduction, coaching, pharmacy, relationship-repair, nutrition…the list is vast.

I was the ONLY copywriter.

And let me tell you, I was pretty popular. (The bed had nothing to do with it either.)

No, the truth is these are folks, like me, who pay Joe $25,000.00 a year to turbo-charge their businesses all realize that marketing is THE key factor to success. And, here’s the big finish…

COPY is the critical component in all effective marketing. (Duh)

I got so many referrals in that group for writing copy, but guess what? My passion is all about education. I love writing copy but there is no way I could serve all the high-end potential clients who want to hire me right now.

That is where you come in…IF YOU ARE A PROFESSIONAL COPYWRITER, I need you. That is what the Red Hot Copywriting Gold Mentorship is designed for. To service clients who *get it*. You don’t have to educate them on the value. This is not a sweatshop. This program is for copywriters who want to ramp up their business fast and are willing to do the work and commit to the regiment.

So if that is you, I urge you to apply for my Gold program ASAP. I realize it is not for everyone. There is a commitment and skill level involved. You can read more about it at www.redhotcopy.com/GOLD.htm.

But please do not delay. I am only human. When I see the folks who are quick to respond it changes my opinion of how decisive they are as business people – which are the type of people I am looking for in this program.

The bottom line is I work at a very high level. If you are interested in following me, I’d love to see you apply. The selected few will be announced on June 1st.

Oh, I almost forgot. The picture. Well, as I said, Joe is a little nuts. The bedroom is just an extension of his office. He doesn’t even sleep there. I loved the car bedframe (my kids had them too, but nothing like this) so I asked for a picture. One of the mastermind members suggested we get in the picture too. Nothing scandalous. There was a whole room of 20 entrepreneurs looking on.

My new theme song!

2007-04-29T15:11:00.000-07:00

Yes, the video is somewhat disturbing, but there is something so right with a song dedicated to buying SHOES!!!

WARNING: STRONG LANGUAGE

Who knew Henry VIII was actually HOT?

2007-04-22T09:41:00.000-07:00

I'm having a lovefest with the mini-drama, "The Tudors" on Showtime. I love their twist on showing us how the turkey leg eating Henvy VIII we think we know actually evolved from an athletic, talented lady's man. Of course being king makes one extra attractive I suppose. But then they went and cast Jonathan Rhys Meyers in the role. Sizzle, sizzle, sizzle! You may remember him as the coach in "Bend It Like Beckham."

I got to thinking what it would be like to time travel back to England in the 16th Century from today. Could be fun but there are things I'd definitely miss. What about you? What are three things you'd miss most if you lived back then? And what three things would you take that you could actually use in the 16th Century? I'll start:

MISS -

1) Internet
2) Microwave
3) Telephone

TAKE -

1) Antibiotics
2) Michael Kors perfume
3) Pepper spray

Click here to take survey

When I was in high school I did an in-depth research paper on Mary Queen of Scots. You can't study Mary without studying the Tudor family. Mary was the granddaughter of Henry's sister, Margaret, who went head to head with Elizabeth for the crown only to lose her own head. Elizabeth didn't play that - she was Queen and didn't take kindly to being told someone else should have her job.

What a fascinating family. I'm actually partial to Anne Boleyn in the series (played by newcomer Natalie Dormer). I never thought of her as being a seductive little minx for political reasons. Doh - wasn't everything done for political reasons back then? But the actress is stunning and I love her smirky expressions.

Lorrie

P.S. I can't wait to go to London on August 2nd for my new one-day copywriting workshop. Stay tuned for details. Or sign up for my ezine to keep in the loop at Red Hot Copy.

Goodbye, Gary

2007-04-10T14:13:00.000-07:00

I'm so sad to hear that copywriting great, Gary Halbert, has passed away. Gary was one of my idols and had a huge influence on me wanting to become a copywriter.

I remember when I first discovered who he was I was mesmerized by his copy. It was so in-your-face and testosteronal. I LOVED IT! Gary didn't care what you thought of him and it really showed in his copy. He was one of a kind and I miss him already. Definitely an unconventional guy till the end.

Gary, just know in your soul that you made a difference in many people's lives. Thanks for being. You're missed.

Love,
Lorrie

Are we still arguing about LONG copy vs SHORT copy?

2007-03-20T20:33:00.000-07:00

Come on, already!

It wasn’t supposed to happen. But it usually does. Regular Joes want to know why copywriters write all that damn copy that “nobody reads”.

I just returned from speaking at a record-breaking National Speakers Association chapter in Denver. And somehow we got off on the age-old long copy versus short copy debate. They were incredulous – unable to believe long copy works. I have heard it referred to as “digital vomit”.

Well that just makes me mad.

So okay. You asked for it. In this corner we have the reigning champ “long copy”. And in this corner we have the apparent crowd favorite “short copy”. (Feel free to insert a high-pitched whine as you read each objection.)

Objection Number One: It’s Dern TOO Long!

The funny thing is when I got my very FIRST long copywriting assignment I secretly snickered too. I didn’t see any reason for it to go on and on for pages. (Of course I didn’t know anything about marketing at the time either – I just knew what I didn’t like.) But, hey, if that’s what the client wanted, I would deliver. So I had to learn the style and cadence of long copy. I studied it extensively. I read whatever I could get my hands on by the masters. I read other people’s long copy. I collected my junk mail.

In the end I turned out a 15 page letter that hit every objection and flowed like the letters I had studied. That letter launched my copywriting career. Even though I was a novice at the time, my letter actually out-pulled every copywriting guru my client had previously hired. If fact, that letter made him A LOT of money…and allowed me to finally leave my corporate job and work from home where I was able to raise my two young sons!

Objection Number Two: It Won’t Keep My Interest!

As Mike Fortin postulates, “People object to reading copy because: a) they are not targeted and b) the copy is boring. Length is the excuse because it's a common currency. Boring is subjective. Long is objective. When copy starts to bore you, you naturally are inclined to say it's too long. It's too long because of the fact that it started to drag, causing the reader to lose interest.” www.successdoctor.com

And Dan Kennedy weighs in, “The person who says 'I would never read all that copy' makes the mistake of thinking they are the customer. And they're not. We are never our own customers. There's a thing in copywriting I teach called 'message-to-market match'. It is this: when your message is matched to a target market that has a high level of interest in it, not only does responsiveness go up but readership goes up, too. The whole issue of interest goes up.
The truth about long copy is that, first of all, there’s abundant, legitimate, statistical research, that's split-testing research, to indicate that virtually without exception, long copy outperforms short copy. There’s some significant research has been done that indicate that readership falls off dramatically at 300 words but does not again drop off until 3,000 words.” www.dankennedy.com

Objection Number Three: It Should Be Broken Up Over Several Pages!

Funny enough clicking around through several pages is a BIG TURN OFF to Internet users. In fact a web usability study from User Interface Engineering (www.uie.com) noted people prefer longer copy on fewer pages! That’s right. Users would prefer to scroll down one long page versus hopping around to find their information. They write:

1. "Our research shows that fewer, longer pages may be the best approach for users. In the trade-off between hiding content below the fold or spreading it across several pages, users have greater success when the content is on a single page."

2. "Increasing the levels of information, similar to adding sections to an outline, also seemed to help users."

3. "Users may tell us they hate scrolling, but their actions show something else. Most users readily scrolled through pages, usually without comment."

But most of all I agree with Mike Fortin’s assessment of keeping copy together on one page - It’s all MENTAL! He writes,

“Clicking to another page causes what psychologists call ‘cognitive dissonance.’ (Also known as ‘buyer's remorse’ or having ‘2nd thoughts.’)

The idea is that, by clicking to another page while one is engaged in the reading process of sales copy forces readers to think twice, as it causes a brief, mental dissassociation or distraction, which interrupts the flow, momentum and intensity of the sales pitch.”

We have short attention spans. So asking a prospect to take even a split second to click to another page may be all it takes for him/her to shift gears and be gone forever. The goal is to keep your prospect in a sort of trance of subtle persuasion. Which is why the copy must also be INTERESTING. As Gary Halbert says, “Copy can never be too long. Only too boring!” www.thegaryhalbertletter.com

Objection Number Four: A Single Column of Long Copy Is So 20th Century!

Why restrict yourself when today’s website could actually look like a digital version of a glossy magazine or a newspaper? (In fact, take a gander at many a corporate site and you’ll recognize the touch of “high tech graphic artistry” with little regard to salesmanship.)
Well, according to the Poytner Institute’s Eyetrack Study held each year, www.poynterextra.org/eyetrack2004/main.htm, there are a few problems with steering away from the traditional single column.

“Eyetrack III results showed that the standard one-column format performed better in terms of number of eye fixations -- in other words, people viewed more. However, bear in mind that habit may have affected this outcome. Since most people are accustomed to one-column Web articles, the surprise of seeing three-column type might have affected their eye behavior.
What about photos on article pages? It might surprise you that our test subjects typically looked at text elements before their eyes landed on an accompanying photo, just like on homepages. As noted earlier, the reverse behavior (photos first) occurred in previous print eyetracking studies”

Objection Number Five: I NEVER Read Long Copy!

Say what you will but the outcomes beg to differ. Marketing Experiments has built their business on testing “every conceivable marketing method on the Internet”. www.marketingexperiments.com

Here are the results of a long copy/short copy study:
In the first test, we sent traffic to two landing pages using Google AdWords. The first page was the home page, which contained short copy describing the product. The second page was similar, but featured a much longer article about the product. Both pages prompted visitors to click through to the order page, from which point they would be taken to the shopping cart.

In general, long copy offers the following advantages:

1. Your visitors will have most of their questions answered and will have less anxiety about ordering from you.

2. Long copy can reduce customer service by qualifying your customers to a greater degree.

3. Long copy with bolded or emphasized points can allow some of your visitors to skim, while others more interested in specifics can find all the information they want. In this sense, long copy gives visitors more options.

4. Long (and interesting) keyword-rich copy often performs well in natural search engines.

Even more...

The long vs. short debate often overlooks the most important factor when it comes to website copy: quality. High-quality short copy will outperform poorly written long copy every time. The best possible copy should be developed and tested before you even begin to worry about the long vs. short debate.

Utilize an A-B split test. This will ensure that other factors (such as time, traffic source, and so on) do not skew your results.
Here are a few software solutions that will enable you to run A-B split tests:
- http://www.splittestgenerator.com/- http://splithit.com/- http://profitinfo.com/catalog/v4/

And finally...

Copy should be long enough to do its job effectively, and not a word longer. Long copy for the sake of long copy is not to your benefit. Always keep in mind the primary goal of your website's copy (to sell your product or service, to solicit subscriptions, etc.).

Utilize bullets and/or numbered lists where appropriate. These make it easier for visitors to digest your information and prevent your pages from becoming one long block of gray.
Utilize testimonials. Praise from your satisfied customers is much more effective than self-praise.

While our initial Long Copy vs. Short Copy micro-tests returned results clearly in favor of long copy, true optimization of your own website's copy will only come through your own testing. However, the guidelines above should give you a good place to start. We will continue to revise our own testing and share our results.

So there you have the long copy story from independent sources. You can continue to fight it, but the truth is LONG COPY WORKS. If it didn’t it would not be used to the degree it is.
By the way, did you read all of this article? If you did, you proved my case by reading 1,775 words…or 5 typewritten pages of single-spaced copy.

New Logo Feedback

2007-03-14T15:28:00.000-07:00

Hey there. I need help! I know I'm asking for a lot of feedback but I want to be sure my new rebranded site resonates with the people that matter to me the most (besides my family of course)

...YOU!

Could you let me know which of these logos you like by answering this very brief survey? I appreciate it!

http://www.surveymonkey.com/s.asp?u=641493489509

1.

The New ME!

2007-03-13T18:04:00.000-07:00

Okay my trusted supporters! As you know I am rebranding. I got my pix taken recently and I really need your help.

Would you possibly do me the kindness of voting on which picture you like the best for my new look - Red Hot Marketing? Simply visit this link http://www.surveymonkey.com/s.asp?u=494063482171 and vote on your favorite, k?

1.

2.
3.

4.
5.

Thank you, thank you, THANK YOU!!!!

Oscar Aftermath

2007-02-26T09:49:00.000-08:00

Well, I didn't do as well as I thought with my spray and pray approach to the Academy Awards. John was upset that Peter O'Toole lost out to my pick, Forest Whitaker. Peter is pretty ancient and probably won't get another shot. Sorry.

But John picked Martin Scorsce's "The Departed" over my pick, "Babel". (I was happy Marty won finally myself - but George Lucas still doesn't have an OSCAR?! WHAT THE...)

Here I am, bringing glam to "The House of Blues". I wore four different outfits throughout the telecast. Which is your fave?

1.
2.
3.

4.
I was obviously my own stylist. What other explanation could there be for the hanging ribbon poking out near my arm pit? Ah well. At least the paparrazzi weren't there.

Oscar Extravaganza! Who Are Your Academy Award Picks?

2007-02-24T21:13:00.000-08:00

Picking your favorites for the Academy Awards is always a crap shoot. But I still love to play along. Tonight Mr. Red Hot Copy and I are going to the House of Blues to watch the Oscars. I've put my picks in italic red, although truthfully I haven't seen many of the movies this year. That isn't like me but it was tough to choose between leaving my cozy home or fighting traffic and people at a movie with no guarantees of entertaining. Ah well. Enjoy!

ACTOR -- LEADING
Leonardo DiCaprio – BLOOD DIAMOND
Ryan Gosling – HALF NELSON
Peter O’Toole – VENUS
Will Smith – THE PURSUIT OF HAPPYNESS
Forest Whitaker – THE LAST KING OF SCOTLAND

ACTOR -- SUPPORTING
Alan Arkin – LITTLE MISS SUNSHINE
Jackie Earle Haley – LITTLE CHILDREN
Djimon Hounsou – BLOOD DIAMOND
Eddie Murphy – DREAMGIRLS
Mark Wahlberg – THE DEPARTED

ACTRESS -- LEADING
Penélope Cruz – VOLVER
Judi Dench – NOTES ON A SCANDAL
Helen Mirren – THE QUEEN
Meryl Streep – THE DEVIL WEARS PRADA
Kate Winslet – LITTLE CHILDREN

ACTRESS -- SUPPORTING
Adriana Barraza – BABEL
Cate Blanchett – NOTES ON A SCANDAL
Abigail Breslin – LITTLE MISS SUNSHINE
Jennifer Hudson – DREAMGIRLS
Rinko Kikuchi – BABEL

ANIMATED FEATURE
CARS
HAPPY FEET
MONSTER HOUSE

CINEMATOGRAPHY
THE BLACK DAHLIA
CHILDREN OF MEN
THE ILLUSIONIST
PAN’S LABYRINTH
THE PRESTIGE

COSTUME DESIGN
CURSE OF THE GOLDEN FLOWER
THE DEVIL WEARS PRADA
DREAMGIRLS
MARIE ANTOINETTE
THE QUEEN

DIRECTING
BABEL
THE DEPARTED
LETTERS FROM IWO JIMA
THE QUEEN
UNITED 93

DOCUMENTARY FEATURE
DELIVER US FROM EVIL
AN INCONVENIENT TRUTH
IRAQ IN FRAGMENTS
JESUS CAMP
MY COUNTRY, MY COUNTRY

FOREIGN LANGUAGE FILM
AFTER THE WEDDING
DAYS OF GLORY (INDIGÈNES)
THE LIVES OF OTHERS
PAN’S LABYRINTH
WATER

ORIGINAL SCORE
BABEL
THE GOOD GERMAN
NOTES ON A SCANDAL
PAN’S LABYRINTH
THE QUEEN

ORIGINAL SONG
“I Need to Wake Up” - AN INCONVENIENT TRUTH
“Listen” – DREAMGIRLS
“Love You I Do” – DREAMGIRLS
“Our Town” – CARS
“Patience” – DREAMGIRLS

DOCUMENTARY SHORT
THE BLOOD OF YINGZHOU DISTRICT
RECYCLED LIFE
REHEARSING A DREAM
TWO HANDS

ART DIRECTION
DREAMGIRLS
THE GOOD SHEPHERD
PAN’S LABYRINTH
PIRATES OF THE CARIBBEAN: DEAD MAN’S CHEST
THE PRESTIGE

MAKEUP
APOCALYPTO
CLICK
PAN’S LABYRINTH
FILM EDITING
BABEL
BLOOD DIAMOND
CHILDREN OF MEN
THE DEPARTED
UNITED 93

VISUAL EFFECTS
PIRATES OF THE CARIBBEAN: DEAD MAN’S CHEST
POSEIDON
SUPERMAN RETURNS

SOUND EDITING
APOCALYPTO
BLOOD DIAMOND
FLAGS OF OUR FATHERS
LETTERS FROM IWO JIMA
PIRATES OF THE CARIBBEAN: DEAD MAN’S CHEST

SCREENPLAY -- ADAPTED
BORAT CULTURAL LEARNINGS OF AMERICA FOR MAKE BENEFIT GLORIOUS NATION OF KAZAKHSTAN
CHILDREN OF MEN
THE DEPARTED
LITTLE CHILDREN
NOTES ON A SCANDAL

SCREENPLAY -- ORIGINAL
BABEL
LETTERS FROM IWO JIMA
LITTLE MISS SUNSHINE
PAN’S LABYRINTH
THE QUEEN

SOUND MIXING
APOCALYPTO
BLOOD DIAMOND
DREAMGIRLS
FLAGS OF OUR FATHERS
PIRATES OF THE CARIBBEAN:DEAD MAN’S CHEST

SHORT FILM -- LIVE ACTION
BINTA AND THE GREAT IDEA (BINTA Y LA GRAN IDEA)
ÉRAMOS POCOS (ONE TOO MANY)
HELMER & SON
THE SAVIOUR
WEST BANK STORY

BEST PICTURE
BABEL
THE DEPARTED
LETTERS FROM IWO JIMA
LITTLE MISS SUNSHINE
THE QUEEN

SHORT FILM -- ANIMATED
THE DANISH POET
LIFTED
THE LITTLE MATCHGIRL
MAESTRO
NO TIME FOR NUTS

Ready to drop that weight?

2007-02-12T11:16:00.000-08:00

If so, why don't you join me in an Isagenix cleanse? I'm getting ready to drop another 8 pounds in the next 2 weeks. I've done this before and it really works!!

I first started it in June. I've done it 3 times and am now on maintenance. I've kept off a total of 19 pounds! (I'm curvy, so you may not have noticed I was climbing up the scale.) But I have so let it go...and I feel amazing.

My friend, Christine, tried it too! Here's what she wrote to me:"Good Morning Lorrie!!!I have gotten great results. I couldn't believe it because I got to the end of the cleanse just as I was starting my period and I was like, "@(%)*#*()&#(&$(#&!!!!!!!" because I really needed my carbs, so the last two days, I ate PASTA & AT NIGHT... OY!!! Hence, while I didn't gain anymore, I hadn't lost anymore either. After all, 11 pounds is great for 9 days - heck it is great for 2-3 months for me usually, so I wasn't complaining. Well, this morning the bloats left me and I got on the scale to learn I had lost another 3 pounds, for 14 pounds total and 31.5 overall inches mostly from my belly, abdomen, & hips... I reordered and plan to do it right up until the holiday, and then relax, enjoy, eat reasonable, bake cookies with the kids. I can't thank you enough for sharing this program with me! The thing that actually made me think okay, I'll try it is that you do have a medical condition with the Myesthenia Gravis... I read about it in one of your Ezines when you were talking about the importance of working out to keep your muscle mass and Billy Blanks (I love his workouts). Well, I was shocked to find out you have it back then and I remember it registered in me very deeply and internally. Back in 1988 when I first got bitten by a tick but they didn't even test or suspect Lyme, I had the test for MG - the one with the needle rubbing on the muscles when calm and when flexed... My doctor was this asian man who said, "Ahhh... I have football players who cry through this test... You do very well..." That was before I got in the car and sobbed the whole way home... Anyway, knowing what I learned about it back then when I thought I might have it, I do find it amazing that you are able to cleanse and lose weight in a healthy manner and that you have lost 19 pounds since June is amazing and have been able to keep it off and look great! The other reason I tried it? Everything about you is glowing - your skin, your eyes, your hair and you look fantastic, so I just want to say how happy I am that you shared with me and that I signed up, because I'm going into the holidays and my birthday feeling so much better..."

Try it out. You'll have so much energy and GREAT results!

Wonder Women of the Web

2007-02-12T11:00:00.000-08:00

I've been kinda keeping close to home this year writing my book on "Guerrilla Copywriting" with Jay Conrad Levinson. But when Donna Fox asked me to be a part of her live event to empower and educate women, I couldn't refuse.

Her event did not disappoint. She really knows how to take care of the needs of her audience, I can tell you. The food was to die for (yes, even in a hotel)! We had 30 minute breaks between speakers to REALLY network. And the content was eye-opening. There was a lot of info on Web 2.0 as well as how to relate to women that I haven't heard anywhere else.

Now I'm ready to hunker back down in writing mode but I thought you might want to see a few pictures I snapped.

Below is Ali (16 years old) in his new Maserati! I met Ali last year at a seminar his mom dropped him off at so he could learn about Internet marketing. After the event, we corresponded about how to market his ebook. Now he's raking in the dough and actually just bought a new house for his family in Beverly Hills.

Me with "Fit Bastard" Scott. He's a Canadian personal trainer! Love that name.

Fellow copywriter, Leah Carson shared with me she had wanted to name her company Red Hot Copy...but I got there first. Phew.

After taking my Speed Copywriting Workshop last fall, Kyle King is now dabbling as a copywriter. Once you have a formula, the rest is easy!

Me, Tee, Sara, and Rhea

Speakers Rhea Perry, Jeannette Cates, Me, Jennie Amato

Me with transcriptionist Patsy Bellah. If only my sister didn't do my transcription, Patsy would be the woman I would call.

2007-01-13T12:08:00.000-08:00

My girlfriends and I got so dolled up for a star-studded restaurant opening I couldn't resist sharing the pix. We saw a lot of local Studio City residents like Ed Begley Jr., Charlene Tilton, Judy Tannuta, and a lot of faces that looked familiar but we couldn't quite place. See, in Los Angeles if the guy you're sitting next too LOOKS like George Clooney, he might actually BE George Clooney.

Mickley, Rachel, Cynthia, Moi

Ugly Cookie Contest

2006-12-20T16:49:00.000-08:00

Every year my good friend, Selma, and I have an annual contest to see who can make the ugliest cookie. Each of us claims to win each year. There aren't any judges except us. There are two rules:

1) The cookie has to be made of edible ingredients (not that you would want to eat them); if it's in your kitchen and can be ingested, it's in.

2) There must be some sort of holiday connection.

Some of the truly tasteless cookies have been a pile of Christmas poo, Christmas trees with body parts, and a visual reinactment of Selma's surgery to remove 1/3 of her intestine due to Chrohn's Disease. Instead of the ugliest cookie, it should be called the most disgusting cookie. While we still have a blast doing it, I really can't show you the pictures this year. Pretty revolting (though funny to us).

Just wanted you Ugly Cookie fans to know the scoop!

5 Things You Don't Know About Me...Probably

2006-12-20T09:46:00.000-08:00

There's a fun viral campaign going around with Internet marketers right now. Someone started "tagging" 5 people to share 5 things people wouldn't know about them. It's been running for a few weeks and I just got tagged. So here goes...

1) I was obsessed with the movie, Jaws. My cousin and I secretly snuck a tape recorder in the theater and memorized every single line in the film. I can still recite it today. I learned everything I could about sharks and used to know every breed.

2) I'm a certified open-water scuba diver (despite Jaws) Learned when I was 15 and have dove off wrecks, at night, and with black tip reef sharks. (The barracuda were by far more scary.)

3) I was the secret "Snooper" reporter in 7th grade. Our English teacher selected one person in the whole school to spy on fellow classmantes and write a gossip column. No one could know who it was. It was me.

4) I hate salmon. Everyone has tried to get me to like it. I've had it made every which way at the finest restaurants. Still hate it.

5) I never wore the color red until I formed Red Hot Copy. My grandmother always told me it was a bad color for me. So I avoided it. Now 50% of my clothing, shoes and handbags are red.

Now I'm tagging these 5 folks:

Alexandria Brown

Tom Antion

John Carlton

Michael Port

Alice Seba