I know Paul Hancox.

Paul is a fanatical tester. He’s also an excellent copywriter.

But what you may not know is that Paul is also the creator of the very first split-testing software I’ve ever used. We’re talking, um, circa 1999, I believe. It was called “Sales Page Master Pro.” (Paul has a new version out now.)

Well, another copywriter, Paul Myers, recommended this new “report” written by Paul Hancox. I snatched it up in a heartbeat. I did because the simple title piqued my curiosity. In it you discover how to raise the conversion rate of any piece of online copy you write.

Not to 2% or 3%. Not even to 5%.

It shows you how to boost your conversion rate…

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When a sales page is not performing up to your expectations, the worst thing you can do is nothing.

In most circumstances, there are steps you can take to alter the copy to improve your results immediately. By taking action and making changes, you can strengthen your copy quickly and improve your sales conversions.

The key to this process is testing to boost your outcome.

However, when most people start testing their sales copy, they immediately think of something they can add or tweak. Or they’re confused as to what to test, particularly what to test first.

I’ve found that the best and most efficient element to test is to actually first remove the things that are stopping people from ordering. In other words…

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The other day I was asked a question I hear all too often: “How do I distinguish myself from other copywriters?”

To find the answer, look to one of the most effective and frequently used copywriting and marketing tools. It’s your “Unique Selling Proposition,” or USP.

(I prefer to call it a “Unique Selling Position.” If you’ve read my book, “Power Positioning,” then you’d know that I’m a big fan of positioning rather than prospecting.)

Your USP is also your “hook.”

Time and time again, I’ve told many aspiring copywriters and marketers that a USP is what distinguishes you from the pack. It increases perceived value, expertise, and credibility — without needing to state it outright.

But since I hear this question often, particularly from copywriters just entering the field, I sense that it’s because people need a little help in defining their USP.

So to help you, here’s a tip.

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The other day I was asked the following question: “Should I use active or passive voice in sales copy?”

The answer may surprise you.

The premise behind this question is simple. Traditional copywriting rules state that writers should use active voice. And it makes perfect sense.

Active voice engages the reader and makes it easy for them to quickly understand the copy. They don’t have to sort through a sentence to understand it.

Writers are told again and again to focus on using active voice. But I’m telling you that, in some cases, you shouldn’t. And here’s why…

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Throughout my research, I’m always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements.

Elements that, with just a few short changes, can help multiply the results almost instantaneously.

Generally, I have found that there are seven common mistakes. I call them the “Seven Deadly Sins.” Is your website committing any one of these?

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The greater portion of my career has been in copywriting, selling and direct marketing. And one of the common denominators I’ve found in any successful piece of copy is the power of risk reversal. That is, taking more of a risk from the sale than the purchaser of your product.

The greater the guarantee, the greater the sales. This has been consistent in almost every industry in which I’ve worked, and with every split-test I’ve conducted. For example, a 30-day guarantee will outsell no guarantee. A 90-day guarantee will outsell a 30-day one. And so on and so forth.

However, there are some exceptions to this rule.

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