Creativity Creativity secrets and insights of the great ‘idea’ innovators.

Copywriting SecretsCreativityFinding the BenefitHeadlines and LeadsKnow Your AudiencePsychologyScientific SellingWriting Process

#486: A Sweet, Dark History of the Promise Lead

When writing a Promise-Driven Lead, where should you start? The default for most marketers is to study the product and just figure out what...

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CreativityKnow Your AudienceWriting Process

Brainstorming For One

You brainstorm to get ideas when you have none. Ideally, you do so in a group. So you can feed off each other. So you can legitimize...

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Copywriting SecretsCreativityFinding the BenefitHeadlines and LeadsKnow Your AudiencePsychologyWriting ProcessWriting Style

What’s The “Big Idea?”

What’s the single toughest secret you’ll ever learn, if you hope to blow the doors off the world of writing sales copy? For all...

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Can Music Make You More Creative?

I’ve noted often how strange it was that so many copywriters play instruments. And wondered, too, whether listening to music…...

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Seven Ways to Say Thanks…

Why thank customers? The short answer, of course, is “why not?” Unless you were raised by wolverines, it’s a common...

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Analogies Gone Wild

Analogies can be a powerful tool when used well. But, like a parachute made from a volleyball net, they can sabotage your message when...

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Are You Creative?

There is no "Creativity Quotient" (C.Q.) test that measures how creative you are. But the same Scientific American research found that...

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ConfidenceCopywriting SecretsCreativityFinding the BenefitHeadlines and LeadsKnow Your AudiencePsychologyScientific Selling

Which Promises Work Best?

“That’s right – it filets, it chops, it dices and slices. It never stops. It lasts a lifetime, mows your lawn, and it...

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Breakthrough Thinking in Five Simple Steps

"Ideas are like rabbits," John Steinbeck once said, "You get a couple and learn how to handle them and pretty soon you have a dozen." ...

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Thinking Inside The Box

What is creativity? I'm sure you've heard the cliche that gets kicked around, about the value of thinking "outside the box." But in my...

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