Know Your Audience How well do you know your customer? Know them better here…

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How To Tame Technology

One thing that's definitely true about the world of online marketing is that it has closed distances and allowed lots of small "niche"...

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Secrets of a Direct-Mail Legend: Rodale

Once in awhile, you can't beat a good case study. And what better case study for a copywriter or direct marketer to learn from than the...

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Finding the Elephant…

What's it mean to be "creative?" Says the great John Cleese, that's an almost impossible question to answer. Easier is to ask yourself,...

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Which Sells Best, Stories or Stats?

Carnegie-Mellon, says the book “Made to Stick,” did a study. They invited participants in to take a survey. The topic...

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How to Ace Any Job Interview

Interviewers will tell you, they hire based on qualifications… experience… results… and so on and so forth, blah blah,...

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What’s the Secret to Selling Bad Products?

Copywriters are hired guns. We usually don't create the products we sell, just get hired to sell them. So how, pray tell, are you supposed...

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What Keeps Your Customer Up at Night?

But in each case, what makes the headline work is not just empathy for a reader's concerns. That's only the hook. Where the copy works is...

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The Marketing Test That Saved the World

In 1977 in the Horn of Africa... a marketing test saved the world. But let's back up just a second......

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“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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7 MORE Ways to Thank Your Customers Like You Mean It

In the last post, we figured out how to heap lots of “thanks” upon the plates of our best customers. And yet, like a plump...

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