Psychology

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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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14 Ways to Make Your Prospect Relax

I’m not unveiling any big secret by telling you that a lot of what you’ll do when selling is all about emotion. And it has to...

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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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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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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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Are YOU Creative?

In the last post, we asked why some people are creative and others aren’t. This time around, let’s put it even more plain: Are...

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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?

Sponsors: How to Start Selling Yourself as a Copy Expert 17 Ways to Make $17,000 From Your Desk Chair...

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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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