copywriting tips

The power of disqualification. You can't have everyone as your client. Not even huge marketers like Nike, Apple and Coke do. In fact the best marketers know who they are for and who they are not for. This is a powerful persuasion technique. You've probably seen it in...

Don't drink that one it tastes like s..t. Refreshing honesty. I was just in a local store buying some rolls. I know my life is Instagram worthy. And a guy was asking about some drinks in the fridge. That's when the young staff member expressed her opinion with such...

Set fire to your template Toss your formula out the window. Sack your marketing guru. Blindfold yourself to the next shiny object. Stop stalking your competitors. These are some of the traps that stop you from creating marketing that is interesting and powerful. Think...

What do you stand for? What do you stand against? Something wonderful happens when you take a stand. People notice. Clients notice. There are things you believe in. Things that matter to the type of clients you really want. Find the courage to say them. Become an...

The idea of influence scares some people. It conjures up images of cults, charlatans, and sleazy salespeople. But what we need to remember is we are influencing and being influenced all the time. As I write the hype around the Harry and Meghan documentary on Netflix...

Spit it out. Please. Just spit it out. What is it you are trying to tell me? That's all a potential clients wants to know. But when you're close to your business you get lost. You get lost and fall in love with your business. You get lost and fall in love with your...

Did I go too far? A better question when you're creating your marketing message is this. Have I gone far enough? The pressure is always on to get your marketing out into the world. But the problem with that is what you put out often sucks. You know it does. You don't...

If you were getting divorced, how would you feel about this ad copy (copy shown a few lines down)? Now it's OK I'm not getting divorced. I chose this niche because I'm working for a client in it. So, I started with a search term 'Divorce Lawyers Melbourne'. A...

Clear or Clever? Which one wins? Well if you look at most current marketing you'd think the answer was clever. Marketers in their misguided agencies worship at the altar of clever. But it's a mistake. Clear is also a mistake. Though if you're making to make any...