copywriting tips

Here's the thing about people. We're lazy. We just basically want to be safe and we don't to use too many brain resources. But this is bad news for marketers because it means it's too easy to do nothing. A little bit of pain. Safe to ignore it. A little bit unhappy....

Lana Del Rey summed it up best. It's you, it's you, it's all for you Everything I do... Caring is the ultimate weapon of influence. But you can't fake it. You care deeply or you're a fake. People can quickly tell which one you are. But when you care so deeply about...

You're reading this part OK. But I may have already lost some of you. Why? It's because your attention span has shrunk. Mine too. In fact everyone's has. Whether that's good or bad is a conversation for another day. But you need to know this. It's harder than ever to...

Overwhelming desire. That's what you need to close a sale. The prospect has to be excited. The prospect has to fear missing out by not buying. Sometimes you need something to push them over the inertia edge. That deadly place where no seems safer and easier. What we...

Often the best way to learn what to do is by learning what not to do. I'll explain. Yesterday an ad came up in my Facebook feed for a product that reduces the smell after you use the toilet. Now that's a solid product idea. But the ad sucked hard. Here's why. They had...

There's one big reason why you're not as influential as you want to be. It's this. You're not sold on the thing you're selling. Whether that's a product or service. Or maybe selling yourself for something. You can't persuade until you are persuaded. There's a detector...

When everyone looks the same. What does a potential client do? They apply something called The Von Restorff effect. It means that when everything looks the same we notice the one that's different. Different could be simple. For example if you're office is typically a...

Be honest. You want to get your own way more often. Everyone does. But how? There's the challenge. You do it my learning and mastering the core skills of influence. There are hundreds of books on the topic. Thousands of YouTube videos. Hundreds of courses. Guess what...

Our biggest hardwired need is survival. But the thing that comes next is closely linked to it. It's status. Our relative position to everyone else. It goes back to tribal times where status determined in you ate today. High status, get food. Low status, go hungry. The...