January, 2017 Archive

Freelancer TipsProcrastinationPsychologyWriting Process

The Curse of the Modern Age

“For a list of the ways technology has failed to improve the quality of life,” says Alice Kahn, “please press...

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Fact BoxTruth in Advertising

When Numbers Lose Meaning…

You see numbers a lot in sales copy. The dollars you could make, the amount of pounds you could lose, the number of weeks it could take you...

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Copywriting Secrets

How Ben Franklin Learned to Write

Eight times, Ben Franklin crossed the Atlantic.  France, Spain, England, Ireland, the Netherlands, Germany — he hit them all. And...

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ConfidenceCreativityFun and Games

How Business is Done

There's a guy named Jack (just a coincidence). He has a son. The son is in his early 20s and unmarried. One evening after dinner, the...

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Getting PaidTruth in Advertising

Inspiration or Flat-Out Imitation?

Every great direct response copywriter can tell you what a valuable thing it is to have a "swipe file," that burgeoning bin or desktop...

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CreativityFact BoxPsychologyResearchScientific SellingWriting Process

Beat the Natural Limit on Creativity

I'm sure, by now, you've heard that there are "right-brained" and "left-brained" people. The idea is that "left-brained" people are the...

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Copywriting SecretsFinding the BenefitFun and GamesKnow Your AudiencePsychologyScientific Selling

A Persuasion Secret Toddlers Teach

Every copywriter should have a kid. Seriously. How so? By way of explanation, let’s start here: Everything we do is dictated by the...

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Copywriting SecretsCreativityWriting ProcessWriting Style

Sales Secrets from a Novel Writer

Do rules of writing great fiction come in handy when you're writing to make a sale? Conventional wisdom might say no, since sales writing...

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Copywriting SecretsHeadlines and LeadsKnow Your AudienceWriting Style

How One Big Idea Trumps Lots of Small Ones

"Shut up and listen," I said. I was talking to Michael Masterson, the great copywriter, publisher, and best-selling author. Had I lost my...

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Copywriting SecretsCreativityFinding the BenefitHeadlines and LeadsKnow Your AudiencePsychologyResearchWriting ProcessWriting Style

The Dark Side of Testimonial-Driven Sales Copy

In my experience, testimonials almost always enhance a promo package… except… when they don’t. What might make for a bad...

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