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

ConfidenceCopywriting SecretsCreativityFinding the BenefitKnow Your AudienceVideos

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...

Continue reading

CreativityFinding the BenefitWriting Process

The Positioning Myth

In the classic marketing book, "Positioning: The Battle for Your Mind," authors Trout and Ries made it clear. In any marketing challenge,...

Continue reading

Copywriting SecretsCreativityFinding the BenefitFun and GamesResearch

How Curiosity Can Save a Copywriter

Somebody once asked David Ogilvy for a list of traits that matter most when hiring copywriters. Above all, he said, they have to have an...

Continue reading

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...

Continue reading

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...

Continue reading

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?...

Continue reading

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"...

Continue reading

ConfidenceCreativityFact BoxKnow Your Audience

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...

Continue reading

Copywriting SecretsFinding the BenefitFreelancer TipsGetting PaidPsychologyTruth in AdvertisingWriting Process

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...

Continue reading

ConfidenceFinding the BenefitWriting Style

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...

Continue reading