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

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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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Why I’m a Fool For Cupertino

It’s shameless, really, the way I dote. To some of my friends, it’s even downright embarrassing. Yes, I confess, I’m...

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Life: Once Complicated, Now Easy

The Boomers, they predicted, would sideline their ambition for a life of luxury and convenience... and start yearning for something a...

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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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A Painful Lesson in Supreme Service

With a pivot and a leap, I landed back on another moving walkway ready for another full tilt run... when something went "pop" in my left...

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