How To Make a Sale Without Even Trying
A great piece of sales copy can show up where you’d least expect it. With an impact you might not expect either. At levels you never imagined. Continue Reading
The Marketing Test That Saved the World
In 1977 in the Horn of Africa… a marketing test saved the world. But let’s back up just a second… Continue Reading
What Marketers Do When Recession Looms
I’ve written before about what marketers and business owners can do in rough markets. Looking at what’s going on right now, maybe I should trot out that piece and run it again. Meanwhile, I came across someone else’s ideas on the same. I liked it so much, I just want to share a little of it here… Continue Reading
A Must-Hear Interview… With Yours Truly
Sometimes, you find yourself on the other side of the microscope… like this time, when I was lucky enough to sit down with master podcaster, sometimes stand-up comic, and brilliant copywriter (that’s all one person, mind you) Kevin Rogers. The… Continue Reading
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 profile of a legendary direct-mail publisher: Rodale. Continue Reading
Beat the Natural Limit on Creativity
I’m sure, by now, you’ve heard that there are “right-brained” and “left-brained” people. The idea is that “left-brained” people are the type you’d expect to find at, say, your accounting firm’s Christmas party. “Right-brained” people, on the other hand, tend to be more artistic and possibly a little eccentric or scattered. Like, say, the bulk of ex-poets and actors working the tables at your local coffee shop. Like most generalizations, this isn’t quite right… Continue Reading
Why Simple Writing Works Better
Someone once asked me… Why I would, so often… (At least in copy)… Use so many… One-line sentences… And so many… well… of these things: “…” Of course, the above is exaggerated. But there’s no getting around it… Many copywriters really… Continue Reading
How to Tell if You’re a “Natural Born” Copywriter
A personal confession: I don’t just like being a copywriter. I also happen to like copywriters in general. As people, I mean. Why? Before you accuse me of being too kind to my own, consider. How many copywriters do you… Continue Reading
The World’s Most Famous Copywriter?
Claude Hopkins looks like a crotchety chemist. Or a vacuum cleaner salesman. At least, he does in most of the pictures you’ll find of him online. Which is appropriate considering that he sold both, as a house copywriter, until at… Continue Reading
Ego-Butter: How to Give a Copy Critique
I’ve gotten a few copy critiques in my day. I crave them, no matter how harsh, because that’s what makes the writing better. I’ve also given a few copy critiques, too. And I’ve discovered that when I’m on the handler… Continue Reading