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The Dark Side of Testimonial-Driven Sales Copy

It’s always a great idea to throw lots of testimonials into your copy. Except when it isn’t. Here are some times when you might not want to run a testimonial past your audience… When it’s emotionally unsatisfying and vague: “I found… Continue Reading

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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” markets to come together. Something else that’s true is that the pace of exposure to those markets has exploded. So has the volume of exposure, in total products available. So what’s that going to mean for you, the copywriter? Continue Reading

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Copywriting Jargon… Once Difficult, Now Easy!

It’s come to my attention that you, dear reader, might be sorely lacking in proper copywriting “vocabulary.” Possibly because you don’t read this blog enough. Possibly because I don’t use the terms enough. Or possibly because, well, who wants to sit around talking terminology all the time? Nonetheless, I thought I’d do you a favor and lay down details on the handiest of terms. As follows… Continue Reading

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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 mind? Not at all.

Rather, I was summing up the core idea behind one of the best-selling books of all time, Dale Carnegie’s “How to Win Friends and Influence People.” That, in my opinion, is the key idea behind that book. And the fact that it’s so easily defined has a lot to do with its success.

Michael came back with another example… I delivered a third… and the volley went back and forth, until we ran out of ready examples. It wasn’t a game. See, Michael and I — along with another brilliant copywriter, Bill Bonner — had just finished running four straight days of an intensive, private copywriting bootcamp…

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