Truth in Advertising Good pitches are honest pitches for good products. And here’s the proof…

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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Fun and GamesTruth in Advertising

‘Twas The Last Sale Before Christmas

Six months before Christmas, I first saw the signs -- shopping malls had traded palm trees for pines. / By August, “Jingle Bells” from...

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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...

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ConfidenceTruth in Advertising

What You Don’t Need to Get Ahead

Turns out that a survey of marketing execs from 32 different consumer-product companies showed a distinct disadvantage for companies that...

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ConfidenceCreativityFun and GamesTruth in Advertising

“They Laughed When I Stopped Shaving…”

What’s this on my lip? Nothing less than the unfettered whiskers of a man determined (if not a little deranged). Yep. For the month...

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Fact BoxFreelancer TipsResearchTruth in AdvertisingWriting Process

What Copywriters Should Know About Copyrights

It’s embarrassing the number of I’ve times had to explain: “copywriting” and “copyrights” have next to...

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Copywriting SecretsFinding the BenefitFreelancer TipsKnow Your AudienceOffers and ClosesTruth in Advertising

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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Finding the BenefitTruth in Advertising

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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Fact BoxTruth in Advertising

When Numbers Lose Meaning…

You see numbers a lot in sales copy. The dollars you could make, the amount of pounds you could lose, the number of weeks it could take you...

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Getting PaidTruth in Advertising

Inspiration or Flat-Out Imitation?

Every great direct response copywriter can tell you what a valuable thing it is to have a "swipe file," that burgeoning bin or desktop...

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