May, 2018 Archive

Copywriting SecretsHeadlines and LeadsKnow Your AudienceWriting Style

How One Big Idea Beats 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 Secrets

A Must-Hear Interview… With Yours Truly

Sometimes, you find yourself on the other side of the microscope… like this time, when I was lucky enough to sit down with master...

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Copywriting SecretsCreativityFinding the BenefitHeadlines and LeadsKnow Your AudiencePsychologyResearchWriting ProcessWriting Style

The Dark Side of Testimonial-Driven Sales Copy

It’s always a great idea to throw lots of testimonials into your copy. Except when it isn’t. Here are some times when you might...

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ConfidenceCreativityFinding the BenefitKnow Your AudienceWriting ProcessWriting Style

Nine Rules For Writing Blogs & Ezines

I've written the "Copywriters Roundtable" ezine for many years. I've worked with many others who write ezines. And I've received ezines...

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ConfidenceFinding the BenefitKnow Your AudienceOffers and ClosesPsychologyScientific Selling

Is Your Product Trapped in “Commodity Hell?”

I shaved this morning thinking about "commodity hell." That's when a market for a product is so crowded, every product is virtually the...

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CreativityFact Box

Kill Your Television (Here’s Why…)

I know this isn't exactly an issue with a clear correlation to the world of copywriting. The bottom line is, however, we're better thinkers...

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Fact BoxProcrastination

Is Social Networking… TOO Social?

Time magazine did a back-o’-the-napkin calculation.  Suppose you estimate about five million of these “25 Random Things”...

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Uncategorized

Why Simple Writing Works Better

Someone once asked me… Why I would, so often… (At least in copy)… Use so many… One-line sentences… And so...

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Finding the BenefitKnow Your AudienceOffers and ClosesPsychologyScientific SellingWriting Style

How Sid Sold So Many Suits

Sid and Harry run a tailor shop in New York City. If you can picture it, Sid is the salesman working the floor, while Harry works over the...

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Copywriting Secrets

Pixar’s Rules For Storytelling – Business Insider

Former Pixar storyboard artist Emma Coats reveals some behind-the-scenes wisdom. What makes for a good — no, strike that, great...

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