copywriting tips

Crying. Laughing. Raging. Heart melting. Just a few emotions we experience because we're human. You are driven by emotion. I am too. Everyone is. Sure we might delude ourselves into thinking we're rational but much of the time we're not. This fundamentally changes the...

Most people don't know what the biggest killer of sales. It isn't price. It isn't a competitor. It's complacency. The feeling I'm OK the way I am, and nothing really needs to change. But often we know they're not. We know they need what we have but how do we persuade...

Marketing has become a cult. I don't say this lightly. I say this because of the overwhelming evidence. I say this because marketers have become confused and think their job is to entertain. I say this because marketers confuse activity with results. There's a lot of...

The marketing Fab Four. Work on these today to make your marketing kick arse and take names. Most marketing I see sucks. To be specific it sucks money out of your wallet and fails to suck in enough clients. Fixing this HUGE problem is why I do what I do every day....

The year is 1958. This the famous 'Man In The Chair' ad. The ad is selling magazine space (be a tough job today). But with a little tweaking this ad would be just a powerful today. Here's my go at a rewrite. “I don’t know you. I don’t know your company. I don’t know...

We need to laugh more. There's the old saying that laughter is the best medicine. I agree with that but there's another more important benefit. A good hard laugh puts you in an 'open state'. When you are in an open state you are more creative. Most of us spend our...

Do you know what uses 20% of your daily energy? If you guessed your brain congratulations. Thinking is hard work and requires a lot of energy. That's why we can't deeply think about every decision. If we did our brains wouldn't cope and we'd be permanently exhausted....

Fact: most marketing talks about you (the business) Fact: clients only care about themselves Fact: there is an overlap between what you want to say and what they want to hear Find this and you'll move people to take action like you've never been able to do before. Use...

Why? Simple question. But one that doesn't get asked often enough. Too many assumptions get made in business. The key to seeing them is to brave enough to ask why. Why are we doing this? Why do we do it this way? Why? Why? Why? You have to avoid falling into what's...