copywriting tips

Dumb. Dumb. Dumb. That's where marketing is today and it's getting worse by the second. Data-driven marketing. AI. Automation. They all sound great. In theory they make life easier. But it's a false easy. Because easy doesn't always mean effective. The more we dig...

You may have a boring product. You may have a boring service. But that doesn't mean your marketing has to be boring. I think you'd agree water is a pretty boring product. We all need but no one gets excited about it. So if you were going to enter the packaged water...

I know it's not. In marketing timing is everything. As I write it's 3 days before Christmas. Most people have mentally checked out. They're thinking about Christmas. Or at least a few days off. If you have anything other than Christmas to sell forget it. Getting the...

Frankly most marketing deserves the middle finger. As a consumer of it, you know that's true. Because marketing is universally terrible. But why? I'll probably write a book on why but for now understand this. You're interrupting their day. They aren't rolling out the...

We're addicted to smooth seas. It's nice to sail on them. But when you market like that something happens...actually nothing happens. You can't bore people into buying, though many businesses try. The smart ones know you don't stand out that way. The smart ones know...

Words are tools. People's brains are the canvas we paint on. Or more accurately they paint on. We just supply the raw material, and their brain does the rest. As the saying goes a picture is worth a thousand words. Well, that's somewhat true. Visuals are powerful. But...

Here's what I know. You know all there is to know about your products and services. You know all there is to know about your industry. You know all the jargon. But this creates a massive problem because... When you sit down to create your marketing you do it with a...

Strange sounding word. Powerful implication for marketers. It's the love of new things. We pretty much all have it. Our brains are wired for novelty. Have you ever bought something and been totally in love it and then a short time later you wanted something else?...

When we tell someone what to do this happens. They don't do it. Any parent knows this. It's called reactance. We react against the loss of freedom instinctively. Which means your influence is gone and you lose the person. In our case a potential client. So what do you...