Morning Coffee – 27 June 2022

by Nate Hoffelder

After a decade of running The Digital Reader, Nate is a veteran web publisher with experience in design, maintenance, recovery, and troubleshooting. What little he doesn't know, he can learn.

June 27, 2022

Here are a few stories to read this Monday morning.

P.S. A couple weeks back I wrote a note to a friend who was having trouble deciding what to put in their ad. The note covered a very basic marketing lesson (picking the type of message you want to convey), and I liked it so much that I saved it so I could reuse it here.

It doesn’t matter whether you’re working on an ad, a FB post, a blurb, a bookmark, or a Kickstarter campaign, the first step is to pick a message, and then write copy to convey that message.

Some of the options include:

  • Our company/group/product exists
  • Here’s why you will like our product/event (or, here’s what happens in my book)
  • I can solve this problem you have
  • You should take action X, and here’s why

When confronted with having to create an ad, a lot of first-time marketers will chose the “exist” option (sometimes they even forget to explain what they are). This is not a great choice because it leaves the audience thinking “so what?” because the marketer hasn’t really explained why the audience should care.

The second option is a better choice, although it doesn’t work everywhere. If, for example, you are supporting a cause, announcing a Kickstarter, or setting up a landing page, you should really go for the fourth option.

My preferred type of ad for my freelancer business is the third one. This would also be good for anyone pitching a service or a non-fiction book.


Hi, I'm Nate.

I build and fix websites for authors, and I am also a tech VA. I can build you a website that looks great and turns visitors into fans, and I can also fix your tech when it breaks. Let me fight with tech support so you don’t have to.

My blog has everything you need to know about websites and online services. Don’t see what you need. or want personalized help? Reach out.

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