copywriting tips

You can go broke selling a nice to have product, many have. Instead you want to sell pain relief. People act on a problem faster. And they often pay more. We will do anything to avoid pain. The greater the pain, the greater the motivation to find a solution. This...

Here's a question every business asks. How do we increase sales? But there's something fundamentally wrong with that question. It's focused on you. But it's customers who give you money. So, it must be focused on them. A better question to ask is. What else would our...

Have you heard of the slow idea movement? Probably not. As far as I know I invented it today. Possibly not though it's a big world and people often have the same ideas. I digress. But first I want you to join this movement. I'll explain why in second, first Homer. Now...

AI is amazing. Particularly if you don't look too hard at the output. Because it's often flawed. Because it's often badly reasoned. Because it's often wrong. We must remember AI is an algorithm. So, like any algorithm it has assumptions and biases built-in. Its...

Our brains are powerful. Their primary job is to keep us safe. So anything that feels unsafe we stay away from. That includes your marketing. If the promise is too big, too unbelievable we ignore it. Even when we are interested in something we may still not buy...

Familiar is ignored. New lights up our brains. That's why you can't just say the obvious thing and expect your marketing to work. You have to find a non-obvious idea. But how? Well you can't go to AI and just say give me non-obvious marketing ideas for XYZ. AI is like...

"There'll be no more talking to Who's who are not!" Dr Seuss Most marketing campaigns can be fixed by better understanding WHO you're marketing to. Not guesswork. True understanding. Deep understanding. You should know your dream client as well, or better, than you...

You have so much to offer. Right? Sure. But if you just blurt all that out you confuse people. And confused people don't take action. Confused people don't buy. If you want people to take action you need to offer them one clear path. One path to get what they want....

You may not realise but customers notice. Every word you use. What you say in your ads. What you say in your emails. What you on social media. How you speak when you talk with them. You can do what nearly everyone else does and speak bland corportese. Or you can speak...