1. 21 INDICATORS
YOU WORK WITH A
CaSTRaTeD
CoPYWRiTeR

2. HEAVY DEPENDENCE ON
CLiCHeS

3. HEAVY DEPENDENCE ON
CLiCHeS
In today’s highly competitive marketplace....
Nobody beats us.
Nobody. Period.
User-friendly... mission critical...

4. SEVERE FIXATION WITH
THe DaMn
CoMPaNy

5. SEVERE FIXATION WITH
THe DaMn CoMPaNy
WELCOME TO LIGHTHOUSE
FINANCIAL PL ANNING!
We are CERTIFIED FINANCIAL PLANNERS. We take a whole-life
approach to mapping the financial goals of our clients. Because
we are fee-only, our only job is to make sure our clients are
making the best choices. We don’t sell any products and do not
receive commission for our investment advice or our financial
recommendations. Why go with us? Our attention to detail and
development of relationships with our clients is unparalleled.
We’d love to have you join us...

6. OVERWHELMING NEED TO SAY
EVERYTHING ON THE
FiR ST PaGE

7. OVERWHELMING NEED TO SAY
EVERYTHING ON THE
FiR ST PaGE
Everything can’t come first.
Your home page or landing page should
present an offer and a reason
to take advantage of it.
It sounds simple because it is.

8. INABILITY TO EVOKE AN
eMoTioN

9. INABILITY TO EVOKE AN
eMoTioN
No pain, no gain.
No tears, no joy.
Identify the hot buttons...
and push them.

10. EXCESSIVE USE OF
JaRGoN

11. EXCESSIVE USE OF
JaRGoN
enhanced architectural framework....
premiums-to-reserves ratios...
anti-microbial cleaning...

12. RELUCTANCE TO
PROVIDE MARKETING
ADViCe

13. RELUCTANCE TO
PROVIDE MARKETING
ADViCe
“Yes sir. Yes ma’am.”
=
No help.

14. COMPLETE LACK OF OPINION
IN THE AREA OF GRAPHIC
DeSiGN

15. COMPLETE LACK OF OPINION
IN THE AREA OF GRAPHIC
DeSiGN
“Sorry, wrong department.
Around here, we only deal with
words.”

16. LACK OF INTELLIGENT
QueSTioNs

17. LACK OF INTELLIGENT
QueSTioNs
You shouldn’t trust a writer with
all the answers.
A smart copywriter is
going to ask smart questions.

18. DOESN’T KNOW SQUAT ABOUT
SeO
You don’t want to use tricks to get clicks,
but you do want to use the
right words in the right places.
Get a copwriter who gets it.

19. DOESN’T KNOW SQUAT ABOUT
SeO
You don’t want to use tricks to get clicks,
but you do want to use the
right words in the right places.
Get a copwriter who gets it.

20. AWKWARD REPETITION OF
KeYWoR DS

21. AWKWARD REPETITION OF
KeYWoR DS
To gain an understanding of auto insurance
you should contact one of our professional,
trained auto insurance specialists. At that time,
one of our auto insurance experts will help
assess your auto insurance needs and deliver
a customized plan to lower your auto insurance
costs.
Click here for a free auto insurance consultation.

22. INCLINATION TO CITE COPYWRITING
FoR MuLaS

23. INCLINATION TO CITE COPYWRITING
FoR MuLaS
A ton of magic formulas
=
a half-ounce of creative talent.
If you don’t have a formula company,
don’t fall for copywriting formulas.

24. A TENDENCY TO AGREE WITH EVERYTHING
You SaY

25. A TENDENCY TO AGREE WITH EVERYTHING
You SaY
The copywriter who never
challenges your ideas
probably doesn’t have any.

26. IMMEDIATE AVAILABILITY AND DUBIOUSLY
L FeeS
oW

27. IMMEDIATE AVAILABILITY AND DUBIOUSLY
L FeeS
oW
Your copywriter can start today,
finish tomorrow
and beat anyone’s prices.
Do the math.

28. AWARD-WINNING & WICKED
CL
eVeR NeSS

29. AWARD-WINNING & WICKED
CL
eVeR NeSS
Mediocre copywriters are obsessed with
winning awards.
Great ones are obsessed with
winning business.

30. AN IRRESISTIBLE COMPULSION TO HIGHLIGHT
FeaTuReS

31. AN IRRESISTIBLE COMPULSION TO HIGHLIGHT
FeaTuReS
Speeds, feeds, ingredients,
years of experience, and so on.
Features will fail you.
Benefits bring the buyers.

32. AN OVER ZEALOUS EMPHASIS ON INDUSTRY
eXPeRieNCe

33. AN OVER ZEALOUS EMPHASIS ON INDUSTRY
eXPeRieNCe
Industry expert.
Copywriting expert.
They are not the same thing.

34. LAME OR NO
WebSiTe

35. LAME OR NO
WebSiTe
Does your doctor smoke?
Is your financial planner poor?

36. FEAR OF
NeGaTiViTY

37. FEAR OF
NeGaTiViTY
The copywriter afraid to write
something negative is naive.
The contrarian angle is
positively powerful.

38. CONCEPT
ReCyCLiNG

39. CONCEPT
ReCyCLiNG
It’s great to recycle waste,
but don’t waste your time and money
recyling ideas.
Create something.

40. NO SENSE OF
HuMoR

41. NO SENSE OF
HuMoR
Need a comedian?
No.
Need to make a human connection.
Yes.
It’s funny how powerful
humor can be.

42. YOUR COPYWRITER SHOULD HAVE SOME
eVeN iF He iS a SHe

43. DON’T BE
aFRaiD
Text
YOU KNEW THIS WAS COMING...
MeeT
BaR RY FeLDMaN

44. FELDMAN
CReaTiVe
Point your browser to
FeldmanCreative.com
for all your online marketing needs.
Owner Barry Feldman has been a
copywriter and creative director since
“Friday the 13th: Part VII” was released.
You had to know this was coming.

45. FELDMAN
CReaTiVe
A seasoned storyteller,
Barry will help you create ultra-magnetic content
and offer pointers to sharpen your site, attract and
engage prospects, nurture relationships,
generate sales, and build loyal brand advocates.
You had to know this was coming.