copywriting tips

In previous weeks look at how powerful authority is an influence strategy. But how do you put it into action? Lucky for you I'm revealing the most powerful way I know. Here's a clue. You are the expert at what you do. You know that. But how does the client? The...

The running joke in advertising has always been I know half my advertising spend is wasted I just don't know which half. In fact Dave Trott tells us 89% of advertising isn't remembered at all. So the wasted money is actually much higher than many people think. I don't...

Do you know the marketing opening that's almost impossible to ignore? I'll wait while you guess. I'm still waiting. Did you get it? That's right it's a question. Specifically an interesting question that can't be answered with a yes or a no. You saw me use it at the...

Words that should be banned from marketing number two. 124,000 Google results for this one. 'We provide friendly service' Wow that's amazing, let me rush over and give you a stack of cash, said no one ever. It's what I call table stakes. The basics required to be in...

The secret cult trick you can use to stop your clients going to the competition. In fact 68% of your client loss is caused by your clients feeling as though you don't care for them. Think about your experience for a moment. How many businesses, that you buy from,...

Welcome influence seekers. There is massive confusion about whether influence is manipulation or not. Short answer it's not if you're genuinely focused on the welfare of the other person. This week's topic is something that seems to be in short supply right now....

Long live the So What test. Are you using it? You should be. If more marketers used it we'd see less truly awful advertising and marketing. The test is simple. Take what you are thinking of saying and ask yourself could a potential client say So What to it. If they...

I'm scared to do this. Let me explain. The easiest way to tell if your marketing idea is any good. Actually there are two tests. The first one is it should make you feel nervous about doing it. If you're nervous it means the idea is generally braver and only brave...

What am I thinking about right now? What's the thing that matters most to me right now? What kept me awake last night? This is the stuff you need to understand if you are going to create an effective marketing message. It's true for business to consumer and for...