copywriting tips

If I start waffling now, I'll lose you. If I keep going, you're gone and you aren't coming back. You want me to get to the point. The essence of what I'm saying. The essence of what I can do for you. Guess what your clients want that too. That's why you need a...

It takes a huge effort to get someone over the line to buy your thing. There's a lot of perceived risk around making a bad choice. It can leave someone feeling a bit like... The last thing you want is someone doubting their choice. You want them to feel as though they...

Legendary copywriter Gary Halbert said this when asked what advantage he wanted for his fictitious hamburger stand. The only advantage I want is a starving crowd. After all you can't sell food to people who aren't hungry. Nor can you sell what you've got to people to...

If your sales are lower than what you want it's probably because your offer sucks. I make no apologies for being harsh. I've looked at thousands of markets and a great offer is like a unicorn, rarely seen. If you don't have a great offer people just don't rush to buy....

Here's something you know but usually forget. Your potential clients are really busy. They have a lot going on. They have a lot of people wanting their attention. What they want you to is... They don't want waffle. They want what's in this for me. They want in...

In the obsession with technology and data we've forgotten the one marketing goal that matters. I'll share what it is in a moment but here's a hint. The goal is to get a response. But not just any response. Aim for astonishment. Your aim is to astonish them. Imagine...

This is how interested potential clients in your rambling marketing message. Not very. You know why? Because they have lives to live. Demands on their time. Big problems to solve. All sorts of things going on and your marketing message is just an interruption. So at...

Here's what your ads look like right now. But it's not your fault. You're doing the best you can. You're trying to keep it safe and professional. But what you can't see is everyone else is also doing that. This creates white noise. In a sea of white noise from all...

Marketing is loaded with assumptions. Trouble with assumptions is they kill your response rate. Why? It's because you don't create marketing for the real world. Sure, it looks and sounds good on paper or in your office. But what happens when you put it in the wild?...