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The Dark Side of Testimonial-Driven Sales Copy

It’s always a great idea to throw lots of testimonials into your copy. Except when it isn’t. Here are some times when you might...

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ConfidenceCreativityFinding the BenefitKnow Your AudienceWriting ProcessWriting Style

Nine Rules For Writing Blogs & Ezines

I've written the "Copywriters Roundtable" ezine for many years. I've worked with many others who write ezines. And I've received ezines...

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ConfidenceFinding the BenefitKnow Your AudienceOffers and ClosesPsychologyScientific Selling

Is Your Product Trapped in “Commodity Hell?”

I shaved this morning thinking about "commodity hell." That's when a market for a product is so crowded, every product is virtually the...

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Finding the BenefitKnow Your AudienceOffers and ClosesPsychologyScientific SellingWriting Style

How Sid Sold So Many Suits

Sid and Harry run a tailor shop in New York City. If you can picture it, Sid is the salesman working the floor, while Harry works over the...

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Know Your AudiencePsychologyScientific Selling

9 Ways The Mind Resists Persuasion and How To Sustain or Overcome Them – PsyBlog

Running into resistance, when you set out to make sales? Maybe that’s because you’re running up against one of these nine big...

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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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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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