copywriting tips

Clients can be harsh. It's a competitive environment out there. If you don't appreciate them, this happens. That's right they leave you. There are so many little things that can cause a client to leave but the biggest is simply perceived indifference. They don't think...

Have you ever considered becoming a category punk? Probably not. Partly because I made up the term this morning in the shower and as far as I know no one uses it. But I think you should. But first let's explain what one is. A category punk is the business that rails...

It's not crowded at the top of the mountain. That's the good news. The bad news is you have do what others won't do to get there. There's that work idea that the gurus have taught you isn't needed to succeed. The gurus are wrong. You have to do the work. But it's not...

How do you feel when you get yet another spam message? Maybe it's like this 🤬 I often do. But I'm not offended that someone sent me something. I'm offended what they what sent was so bad. So irrelevant to me. After all 5 minutes of research on anyone you want to reach...

You can't sell your solution to someone who doesn't know they have a problem. Market awareness is the key to make sure your message is relevant to the person you send it to. Eugene Schwartz shared the 5 stages of awareness and it's the model everyone uses today. They...

As you know I'm looking at cognitive biases. Simple thinking traps we follow without knowing we are. This one has a boring name but it's incredibly powerful. It's the Sunk cost Fallacy. It's describes our tendency to follow through on an endeavor if we have already...

Give me a reason and I'll come buying. You don't know what will push people to buy. You probably think you do. But people buy for their reasons, when they're ready. That's why you need to understand every possible benefit your product offers. Every single one....

The perils of wearing too much fragrance. Have you ever been somewhere and you get a massive waft of fragrance even before the wearer is close by? So strong your eyes water and you can't 'un-smell' it for days, maybe weeks. It's just on example of how overdoing it...

It's not about the words. Strange thing for a copywriter to say I know. But hear me out on this. It's not the words that do most of the work. Sure they're critical to persuading people to act. But before you write them you must have done your research and thinking....