Here's something you might not know about your audience: They're willing to pay for something that's available for free . Sounds weird, doesn't it? Given the option between paying nothing and paying, let's say, a dollar for the same product, some people voluntarily choose the paid version. Yeah. I know. But it's true. In fact, that's exactly what recently happened to a colleague of mine. He'd been playing around with creating and publishing ebooks on Kindle ,

Copywriters love to tell clients they can create compelling copy . Few of them ever mention whom they think they're compelling. That's because too few of them have ever given it the thought it deserves. One of the first rules of copywriting is to know your audience, and many copywriters are fairly skilled at creating copy designed to appeal to, say, a 60-year-old female retiree who's confused about her insurance options.

If you're a regular Copyblogger reader, you know that content marketing is the most effective way to promote your business. Great content can find new customers, help prospects understand why you're the best choice for them, and can even make your existing customers feel brilliant for choosing you. It's the most cost-effective marketing you can do, and can truly transform your business. So that's all good " but how do you get all this great content?