benefits Tag Archive

Copywriting SecretsCreativityFinding the BenefitKnow Your AudienceResearchWriting Style

“Need to Tell” vs. “Want to Tell”

Dumping a gut full of "want to tell" copy onto the page can feel cathartic. It can make you feel smart. It can make you sound funny or...

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Copywriting SecretsHeadlines and LeadsKnow Your AudienceWriting Style

How One Big Idea Beats Lots of Small Ones

"Shut up and listen," I said. I was talking to Michael Masterson, the great copywriter, publisher, and best-selling author. Had I lost my...

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