One of my favorite copy­writ­ers is Tom Chan­dler, whose blog was listed as one of my favorite copy­writ­ing blogs last month.

While Web 1.0 was the “age of infor­ma­tion,” I think it’s safe to say that Web 2.0 is part of the “age of engage­ment.” Tom offers some really neat insight into this phe­nom­ena, which I talked about in my report The Death of the Saleslet­ter. It’s often called “Engage­ment Marketing.”

His mini-​​white paper, called “The Engage­ment Prin­ci­ples,” is a very brief yet fas­ci­nat­ing read. I highly encour­age you to read it.

Click here to read “The Engage­ment Principles.”

A sig­nif­i­cant rea­son behind most floun­der­ing web­sites is the lack of a response-​​driven mes­sage — an effec­tive one that gets peo­ple to do some­thing, even if it’s to keep reading.

A direct response mes­sage is not just about response. It’s com­prised of three ele­ments: it must be 1) cap­ti­vat­ing (it cap­tures the reader’s atten­tion), 2) riv­et­ing (it pulls her into read­ing fur­ther) and 3) engag­ing (it calls her to act).

(These are the “three steps” I talk about in my course.)

How can you incor­po­rate those three vital elements?

If I were to answer that ques­tion ade­quately it would likely take me an entire book the size of an ency­clo­pe­dia! But for now, let me give you a suc­cinct explanation…

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