Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more
What to Do When Good Copywriting Goes Bad Blog Feature

February 18th, 2015 min read

What_to_Do_When_Good_Copywriting_Goes_Bad_In marketing, there's good copy...and there's bad copy.

But if we're being honest, there's primarily a lot more bad than there is good. 

(And if we're really being honest, there's a good chance that some of it is hiding on your own website.)

So how can you tell? What can you do?

The difference between the two is that good copy aims to convey value, connect to needs, and create a story that people can buy into, and bad copy, well, bad copy just sort of exists. 

The good news is that it is entirely possible to turn bad copy around (everybody deserves a second chance, right?)

To help guide you through the process, we've detailed 3 important principles that high quality copy must follow to encourage visitors to trust and take action.

1. Use their language, not yours

I'm a lot of things. I'm a blogger, a baker, a little sister, a graduate, a Pinterest-addict, but I'm not a mind reader, and if I had to take a guess, neither are you. 

So rather than wait for your target audience's wants and needs to magically permeate your mind, consider what you can do to take matters into your own hands. 

CopyHacker's Joanna Wiebe suggests "review mining."

"What's that?"

(Sounds fun, right?)

Wiebe explains that after being tasked with defining new messaging for a rehab center, she turned to the review section of several different rehab-related books on Amazon to uncover what type of language people were using to describe their experiences. 

From here she made note of the following: memorable phrases ("saved my life"), what people want ("not only strength of conviction, but understanding"), and what people we're mad/in pain over ("the struggle of secrecy and denial.")

By reviewing the audience's response, she was able to identify what was truly important to them by making note of phrases and themes that rose to the top. As a result, she put forth a new value proposition that drove over 400% more clicks and over 20% more submissions than the previous one. 

2. Make each sentence count

"Why waste a sentence saying nothing?" says best-selling author, and marketer, Seth Godin.

When it comes to writing copy worth reading, chose your words carefully. With visitors more prone to scanning than ever before, the goal is to make it as easy as possible for visitors to move from point to point. 

To help break up blocks of text, you'll want to incorporate both headers and subheaders. These will work to not only set the reader's expectations, but also make it easy from them to quickly identify the sections that matter most to them.

Another effective way to ease readability is to put forth focused bullet points. Employing bullet points serves as a way to highlight the most important takeaways without it feeling overly complicated. 

With such a limited amount of time to make an impact, you'll want to be sure that you strike a balance between quality and quantity.

3. Convey benefits

Brochure-style copy is the pits.

Honestly, when's the last time you picked up a brochure and thought to yourself, "Man, this is a great piece of content?"

In order to resonate with your audience, the copy you employ must be both compelling and benefit-driven. Rather than highlight the features of your product or service, your focus should be on what you product or service can specifically do for them.

How is it going to improve their life? What will they gain from choosing your product or service?

Considering benefits are directly connected to our desires, benefit-driven copy serves as an effective way to establish an emotional connection with your audience. Aware the emotion often drives action, you're on the right track. 

Think about it. 

If someone was trying to sell you a cellphone case, they could try to sell you on the fact that the case is made from durable polycarbonate, or they could ensure you that you'll never have to deal with the embarrassment (and frustration) that accompanies pulling a shattered-screen phone out of your pocket. 

See the difference?

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE