Many served as excellent reminders on what I should be doing and others, as light bulb moments.

Here are five of those moments that resonated most with me.

1. eBooks: It’s not about a launch DAY but a launch MONTH

Darren Rowse, Creating and launching eBooks: The ProBlogger way

I’ve had eBooks on the agenda for longer than I’d care to admit. And while I had surprising success with my one free eBook, EXPOSED: The secret life of a web designer, I’ve yet to launch the paid flavour.

This resounded with me. You focus so much on the launch day, but why? When you sit back to think about this, it doesn’t make sense. A lone day doesn’t make the most of all the hard work you’ve put in, so you won’t reap the rewards – whatever they may be for you.

2. Surprise your readers

Darren Rowse, Blog smart – but from the heart

Mix it up. If you’re generally a serious blogger, craft a humorous post. Just snap your readers out of their zombie state; a state that we all get in when we flick disloyally from site to site, hardly paying attention.

Darren delivered the goods on the day, too. He surprised his audience by inviting Tim Ferriss along. With quite a few swooning women in the audience (alright, alright, I was one of them!) we were privileged to hear from a worldwide success story.

3. Forums should not be democracies

Sonia Simone, What’s the difference between a tribe and a business?

People united by passion will always have conflict. And someone needs to control this, otherwise it will get out of hand.

It’s up to you to be the sheriff. You are the law. This is not a democracy.

I’ve never run a forum; I can only speculate on what’s involved. And I haven’t participated in many either, for the exact reason that so many seem out of control, full of trolls, stalkers, ignorance and unnecessary rudeness.

With project plans well underway for 2012, this is the time for me to think about this. From my personal perspective, the sheriff idea seems a great place to start.

Better shine my badge and polish my boots.

4. Use cookie content to engage your readers

Sonia Simone, Creating content that builds “Know, Like and Trust” relationships

Treat your readers like dogs. Reward them with a cookie whenever they do something for you.

How do you teach a dog to do something? With a treat. An incentive.

The same applies to readers. If you want your reader to do something, then give them reason to.

This is cookie content. It’s content that is bite-sized; it can be digested straight away for immediate satisfaction.

This idea works. But it leaves me with a certain hollowness. Life today is so full of immediate satisfaction. What about depth? Contemplation? Discussion?

Someone in the audience had read my mind. They asked that very question.

So Sonia answered. There is a time and place for this style of content. It’s called paid content. This is not the stuff you give away; this is the very soul of your business. Value it for what it truly is.

The quality of the cookie content will demonstrate you’ve the knowledge; the same cookie content that will funnel your readers to your paid content.

Huzzah.

5. Your blog is a business, not a blog

Social Rabbit’s Lara Solomon once again asked the punters on the single most important tip of the day. This is mine.

(I’ve had some problems with the timing of the video! If you can’t see me, I start at 9mins 38secs)

What do you think of my top five light bulb moments? Do they resonate with you? If you attended the event, what were yours? Share your thoughts here.

A message without all three factors taken into consideration, and then addressed, is destined to be a flop.

And what better way to demonstrate the fact than this video I happened across on Glenn Murray’s Google+.

Context

You can say the exact same thing in two different situations, delivering two different messages. And then you add the layer of differing interpretations.

The video is a sobering reminder of how a well-intentioned message can result.

Audience

Are you speaking with the right people? The actual decision makers?

Your context and language may be spot on, but if you’re barking up the wrong tree, you might just be wasting your time.

And don’t forget you might have audiences within audiences. What you say to your audience in LinkedIn might be completely different to that on Twitter, yet they’re both just as valid.

Should you really be auto-feeding between the platforms?

Language

You’ve set the scene. You’ve a bunch of decision makers listening to your every word. Now you must address them using the right words.

Are you speaking in the audience’s lingo of choice? Never mind what you like; it’s not about you, remember.

So although this video is great for a laugh, it most certainly highlights the importance of all three factors working together to deliver your message as intended – and to have your audience respond as you planned!

Do you agree? Do you need all three factors to create the most powerful message – a message your audience can’t help but act upon?

So how can you craft a killer article in as little as 30 minutes, without compromising on the quality and the outcome? Check out these seven steps on how to do exactly that.

DON’T think you can come up with the perfect idea on the spot

Deciding on what to write about unfortunately doesn’t fit in within the timeframe. This is something you need to do beforehand – and preferably on an ongoing basis.

I cheat by not classifying thinking time within my 30-minute allocation. Let’s say I have to write on a Thursday. I’ll start the mulling process on the Tuesday so my mind can just familiarise itself with the topic. By the time the Thursday rolls around, I’ve already loosely shaped the article without even realising it.

DO pick up your crayons and a piece of paper

If you’re not a visual person, then it might not be for you. But I find that taking a piece of paper, filling in with three big boxes, and then jotting my points in the intro, body and conclusion is a great way to tackle blocks of copy.

If you want to do the lot on the computer, then do so by putting in loose heading and then filling in the blanks.

DON’T write in order

Unless you feel inclined to do so naturally. If you want to start with the conclusion, then knock yourself out. The most important thing is to start – and keep – those words flowing. It doesn’t matter in which order they flow out.

DO write as you speak

This is not the time to show off your vocab prowess. You’re here to deliver a message, so deliver it as you would if you were speaking with me on the bus.

DON’T edit as you write

It’s so very tempting. But don’t give in to one of the biggest time sappers.

Rather, just get everything out of your head, mistakes and all. You’ll be far more efficient if you leave all the editing to the end of the process.

DO aim for 600 words or fewer

Any longer, and you’d be hard-pressed to finish it on time. Without compromising on the quality.

Which brings me to the last and most important point…

DON’T go for perfection

It’s blasphemous, isn’t it? How dare I say it’s OK to present something that’s less than perfect?!

Well, I’ve got news. Perfection will stop you from achieving what you want to achieve. We’re not talking about anaesthesia here; we’re talking about producing a killer piece of copy within a limited time frame.

Ask yourself: Will spending another few minutes on that sentence increase the power proportionately? If the answer is no, then leave it. If you end up with time at the end, knock yourself out. Or go and relax!

This newsletter took me exactly 27 minutes to craft. Could it be improved? Of course it could. But would it improve proportionately to the time I’ve spent on it? I daresay it wouldn’t. Aim for the sweet spot.

What do you do to make your writing time as efficient as possible, achieving the sweet spot between efficiency and return? I’d love to hear about your tricks.

Why?

There’s your answer. Because many won’t ask you the why behind the what. Why do you want to increase your newsletter subscribers? Why is this your target market? Why should I choose you over your competitors?

Frankly, loads of people can string a sentence together; it’s merely mechanics. But that’s the easy bit – and just about the last task on the list. It’s what happens before you start stringing the sentences together that matters most. Otherwise, save your money and get your mum to pen it.

My briefs are long, involved – and sometimes uncomfortable. They’re constantly evolving based on experience, people and results. Why? Because how am I to deliver exactly what you want to achieve if I don’t know the reason you’re doing it?

If the brief takes two weeks while you gather your thoughts and your answers, so be it. I don’t expect anyone to have all the answers immediately. I’d rather that than whip up something overnight, producing a piece of copy that may look flash – but doesn’t achieve what you need it to.

Watching someone think about and answer the why can also give you clues. This is the time to watch carefully and ask probing questions to help them uncover their true motives.

Do, however, be mindful about not stepping over the line. You most certainly don’t want to appear pushy and intrusive. I must admit I’ve found myself in hot water before! The line is awfully fine, but you do need to get damn close to reveal the most accurate details.

Really, this process applies to any type of consultancy. Whether you’re speaking with an architect, a gardener or a wedding dress designer, you’re speaking with a problem-solver.

And no-one can solve a problem without disclosing the why.

Do you agree/disagree? I’d love to know your thoughts.

This line I came across today sums it up beautifully:

“If you do a brilliant job packaging and marketing crap, all you do is efficiently get the word out about how bad your crap is.”

I love this!

Why?

It proves copywriting isn’t everything

Whilst copywriting is an integral part of marketing your business, it’s certainly not enough on its own.

We often spend more time on whatever’s shinier

Unless you absolutely love it, crafting compelling copy can be frustrating, tedious and a downright pain. Nailing it is often time-consuming and even the best copywriters can agonise for hours.

And what happens when we find ourselves in this situation? We chose something more ‘fun’ to do. We muck around with colours. We muck around with fonts. We muck around with packaging.

Colours, fonts and packaging ARE crucial. But there’s no use in nailing ‘em when your copy is less than desirable.

Did I just contradict myself? No. Copywriting is integral – but it’s most certainly not enough to stand on its own legs. Even when it’s spot on.

Mind you, I’d rather have perfect copy and nothing else than perfect everything else and poor copy.

We can never forget our core service/product

How often do you hear ‘If you run your own business, you’re in the business of sales and marketing’?

I agree with this statement. Yes, we need to be marketing our businesses every single day, in one form or another.

But if you’ve an average product/service, I’d rather stay in bed than market every day.

And that’s where we often make the mistake.

If you’re keen on reading the original post, here it is: What’s the difference between copywriting and content marketing?

What do you think? Is copywriting all that? Or not? I’d love to hear your thoughts.

It’s not often, however, we get to enjoy and learn from an exceptional example.

Australian copywriter Glenn Murray from Divine Write has produced such a piece.

I could, with great pleasure, analyse each and every line. But rather than bore you senseless, let me highlight the three top reasons this copy is so damn good.

All you need to do is apply these very principles to your own copy. Will you nail it the first time? Nope. Glenn doesn’t. But what will happen is it will get you thinking. And that makes me a happy woman.

(The copy is in the image below, but I recommend you view the copy on the actual site)

1. The headline is strong, controversial and cheeky

I love a statement headline. Fence-sitting is unattractive; it doesn’t draw attention, nor does it compel you to read more about the product.

I also think it’s the perfect length. Any longer, it’d lose its strength. Any shorter and it wouldn’t pack the same punch.

Be careful with controversy. Glenn has achieved the perfect balance with his use of cheek; it’s controversial enough to catch your attention, but not controversial enough to offend – and turn you away. Remember, you’re here to sell your product, not your opinion.

(And for the record, Moore is by far the best Bond. I understand if you’d like to unsubscribe.)

2. It is highly targeted to the audience

Am I privy to this information? No. But I can make educated observations.

This bag is classic. It’s never in fashion because it’s never out. I can’t see too many teenagers or twenty-somethings buying this bag, so chances are the buyer will have their own opinion about the best Bond. Women included.

This is where Glenn shows his skill. Yes, the bag is a man bag. But who often shops for men? Women.

The last paragraph is purely addressed at the female buyer, helping her justify the purchase. Hey, you can use it, too! Just like you wear his t-shirts, you can use his bag.

And the last little bit of secrecy and understanding makes the female smile.

Brilliant.

3. The copy is not about the bag. It’s about you.

Features are important. I need to know materials, dimensions and weight. But will the features compel me to buy the bag? No. Because I bet I could find a load of bags with identical features.

Benefits are where it’s at, baby. The bag has an interior pocket? Big deal. The pocket is big enough to fit my wallet, passport and phone – exactly what I need when I’m traveling? Tick.

But Glenn takes it even further. He makes me smell the bag. He makes me picture myself holidaying with the bag. He makes me feel like I deserve the bag.

And that’s as a female.

I can only speculate, but I daresay there aren’t too many men who haven’t fantasised about being Bond: the danger, the rugged good looks, the exquisite women. And the fast cars.

When Glenn asked me to review this copy, like a good little copywriter, I donned by lab coat and clipboard. After reading the headline, I clean forgot about the task at hand and simply enjoyed the read.

I didn’t even notice the copy.

So what’s missing?

There is only one thing missing in my mind, which, funnily enough, has nothing to do with the copy. Can you pick it?

There is no strong call to action at the end of the copy.

Yes, the ‘Add to cart’ button is easy to spot at the top of the copy, but I’d like to see it repeated directly underneath. If someone is compelled to buy the product after reading the description, then make it as easy as possible.

What if they’re reading this on a mini or a mobile? They might have to scroll significantly to return to the top. Why make them?

You could get away with just the one ‘Add to cart’ button if the description was only a paragraph or two, but even then, I’d split test.

Ultimately, it’s the only way to discover what is and isn’t working.

So thank you, Glenn, for providing us with such a quality example.

What do you think makes compelling copy? What copy turns you away from buying a product? I’d love to know your thoughts.

It’s hard, however, to understand exactly what it’s about with the avalanche of Google+ posts at the mo, many with conflicting views.

Rather than add my fledgling thoughts to the throng, I thought I’d shortlist three of the best posts on the topic:

The 6 best features of Google+

A broad and highly visual overview with lots of excellent examples of the best bits.

Read The 6 best features of Google+

Google+ Project: It’s Social, It’s Bold, It’s Fun, And It Looks Good — Now For The Hard Part

This is the most detailed of the three, with links to the most popular videos at the end of the post.

What resonated most with me is this one line:

“Today’s web is about people. To organize the world’s data, you have to understand people.”

Amen.

Read Google+ Project: It’s Social, It’s Bold, It’s Fun, And It Looks Good — Now For The Hard Part

The Google+ 50

It’s all very well understanding the tool as it is now. But what does Google+ mean for the future? How can we use Google+ to improve our businesses?

Be prepared to contemplate.

Read The Google+ 50

What are your thoughts on Google+? Just another fad? Or a real threat to Twitter and Facebook? Share your thoughts here.

Although a lovely number, it was falling to pieces. Luckily, it didn’t take long to find the right watch. Huzzah.

Of course, the links needed adjusting. And this is where our experience soured. How so?

“No, there is no jeweller in-house on the weekend. If you want it adjusted you can go downstairs to the key guy. Or you can come back during the week.”

Big deal. We had to walk down one set of escalators, past the feral, screaming children in the shopping centre playground and pay the key guy a few bucks to adjust the links.

I wasn’t impressed. In fact, I was annoyed.

Why? Because I expected the jeweller to do this as a part of his service. I expected the watch to be ready to go. Including over the weekends.

Perhaps I’m being unreasonable. Perhaps they don’t sell enough watches over the weekend to warrant a jeweller to be in. I don’t know the mechanics behind such a business so who am I to say.

But I do know how I felt as a customer. The pearl earrings I was eyeing off suddenly looked shinier elsewhere.

I got over it soon enough.

Until I asked Mr Untangle the time. Would you believe neither the salesman nor the key guy set the time?

Good grief. I’m still incredulous. Something that takes only seconds and finishes the transaction beautifully is seemingly too much of a hassle. Worse yet, the gesture may not have even occurred to either person.

Is it any wonder they don’t need a jeweller on a weekend? Snarky, I know, but it’s how it left me – a customer eyeing off their other products – feeling. Not terribly conducive to repeat custom, is it?

I’m not talking about going above and beyond; I’m merely talking, dare I say, common sense.

Yes, we all make mistakes. But if we’re going to encourage repeat business – no matter what business we’re in – we need to think about our sales process.

An easy way to do this is to map out your sales process with a marker and a sheet of butcher’s paper. Once it’s all down, think about the expectations at each step. Better yet, ask someone who has never used your service to help you. What are you missing?

It doesn’t have to cost money. The best ideas generally don’t.

Am I being unreasonable, expecting this level of service? What little things do you do to keep your clients returning? I’d love to know your thoughts.