Finding the Benefit How to find the sales benefit that will matter most to your target customer.

Know Your AudiencePsychologyResearchScientific Selling

Can You Judge a Customer By His… Computer

A few years back, Apple had a long-running ad campain, “I’m a Mac, I’m a PC.” It worked, but why? Perhaps because...

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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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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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Fact BoxKnow Your Audience

The Boomer’s NEXT Marketing Mega-Wave

When Kathleen retired recently, it was national news. Why? Precisely because, at the moment I write this, Kathleen is exactly 62 years, one...

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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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ConfidenceCopywriting SecretsFinding the BenefitOffers and ClosesWriting Process

How Woody Allen Would Write Copy

An interviewer asked Woody Allen how to write a joke. Here's what Allen said: "It depends on where I want it to take me. First, I figure...

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ConfidenceCopywriting SecretsFinding the BenefitHeadlines and LeadsKnow Your AudienceScientific SellingWriting Style

Forgetful? Blame Happiness

According to a recent study published in the "Journal of Experimental Social Psychology," the more positive your mood, the more likely you...

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Copywriting SecretsFinding the BenefitFun and GamesKnow Your AudiencePsychologyScientific Selling

A Persuasion Secret Toddlers Teach

Everything we do is dictated by the “why” behind it. As in, the only reason why we would change our behavior to get a certain...

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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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