“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…
Alex Osborn, a founder of a super-successful New York ad Agency and of the Creative Education Foundation, came up with a list of brainstorming “rules” in 1963: No judgment in early stages: Collect as many ideas as possible without imposing… Continue Reading
I got a note from a reader who aspires to a copywriting career and wanted to know how best to get started. You can imagine, I get that question a lot. Here was my reply… Continue Reading
I joked in an issue of my e-letter about writing “good,” and got a note from a reader soon after that said… “So there I was reading my favorite newsletter writer and I come across, ‘For career success: lather, rinse,… Continue Reading
The unflinching principle of all successfuladvertising… all marketing… all business… and all relationships… is also one of the oldest success secrets in the world. What is it? Quite simply… “Do Unto Others As You Would Have Them Do Unto You”… Continue Reading
Naturally, you don’t want to use these recklessly. They’re garnish on a piece of prose, spice to make it interesting. And a little something to give all those over-zealous copyeditors something to sweat about… Continue Reading
What’s the parallel between writers? No matter how different their writing routines, each of these writers — and thousands of others who actually produce — had just that: a routine… Continue Reading
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, “What doesn’t it mean?” Watch here… Continue Reading
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 witty or clever. But it’s no way to sell… Continue Reading
Eight times, Ben Franklin crossed the Atlantic. France, Spain, England, Ireland, the Netherlands, Germany — he hit them all. And his fame reached even further. His ideas were talked about in Sweden, Russia, China, even North Africa, all during his… Continue Reading