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

Know Your AudiencePsychologyScientific SellingVideos

The Science of Persuasion

If you haven’t heard of Dr. Robert Cialdini, you’re probably not a copywriter. And if you are, but you haven’t read his...

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ConfidenceCopywriting SecretsCreativityFun and GamesKnow Your AudiencePsychologyScientific Selling

A Lucky Accident

I got a note awhile ago from consultant Bob Serling Bob writes: "Years ago, I was using a print broker for some of my mailings. She had...

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Finding the BenefitKnow Your AudiencePsychologyTruth in Advertising

Why Your Customers Lie

Every one of your customers is an untrustworthy, fraudulent, false-hearted, cheating, calculating, double-dealing... (deep breath)......

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David Ogilvy on What it Really Takes to Sell

In a YouTube video decades before there was YouTube... David Ogilvy sets the record straight on what really works in advertising. Are his...

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CreativityFinding the BenefitKnow Your AudienceWriting Style

The Simple Secret of… Complexity?

Says Kramer, "It appears that we are, in fact, set up to respond favorable to complexity. Decades of work in experimental psychology have...

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Copywriting SecretsHeadlines and LeadsKnow Your AudienceScientific Selling

Read this NOW, or the Puppy Gets It!

Years ago, I think it was National Lampoon sent out a mail campaign trying to get subscribers... or maybe it was renewals... with a picture...

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Finding the BenefitKnow Your AudienceOffers and ClosesScientific Selling

What Nascar, Kool-Aid, And Purple Oreos Have in Common

How sick and tired are you of having to choose between brands?...

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Copywriting SecretsCreativityDigital CopywritingKnow Your AudiencePsychologyWriting Process

A Direct-Mail Designer’s Open Letter (to Copywriters)

We write plenty here about writing copy, but not so much about how it should look when it hits the mail (or the web). Lucky for us,...

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Digital CopywritingKnow Your AudienceWriting ProcessWriting Style

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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