Was Steve Right?

Silly shorts aside, in the video below Steve Jobs bares what he sees as the soul of Apple’s famous “Think Different” campaign just after it was written… it worked, obviously, but is Steve right about why it worked? See what you think…

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When It Pays to Praise

I’ve gotten a few copy critiques in my day. I’ve given a few, too. And I’ve discovered there’s one essential element to making them effective: “ego butter.” Let me back up a bit, so I can explain by way of example…

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Ten Years After

This has almost nothing to do with copywriting, but if you don’t mind — and even if you do — I’m going to continue anyway, yes? See, these days, you’ll already seen and heard...

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