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

Copywriting SecretsCreativityFinding the BenefitKnow Your AudienceResearchWriting Style

“Need to Tell” vs. “Want to Tell”

Dumping a gut full of "want to tell" copy onto the page can feel cathartic. It can make you feel smart. It can make you sound funny or...

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Copywriting SecretsCreativityKnow Your AudienceOffers and ClosesPsychologyResearchWriting Style

7 MORE Ways to Thank YourCustomers Like You Mean It

In the another post, we figured out how to heap lots of “thanks” upon the plates of our best customers. Without further ado,...

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Why Only Some People Are “Creative”

On D-Day, hundreds of thousands of Allied troops pulled off the largest invasion in history, forcing their way into Nazi-occupied Europe....

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Time-Tested Fridge Wisdom

It’s commonly said that the Greeks talked about two kinds of knowledge… One you gain from study, the other you gain from...

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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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Copywriting SecretsCreativityKnow Your AudienceOffers and ClosesPsychology

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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CreativityFun and GamesWriting Style

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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