Trade secrets of the most successful copywriters, exposed.
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
“That’s right – it filets, it chops, it dices and slices. It never stops. It lasts a lifetime, mows your lawn, and it picks up the kids from school. It plays a mean rhythm. It makes excuses for lipstick on… Continue Reading
Nope, I’m not gearing up for a political diatribe. That’s not our beat. But when it comes to productivity, there’s been another topic on my mind… What’s the one thing that Donald Trump… and Martha Stewart… and talented film and… Continue Reading
Somebody once asked David Ogilvy for a list of traits that matter most when hiring copywriters. Above all, he said, they have to have an unwavering, overpowering, enormous sense of curiosity. I can’t help but think that has to be right. Why? Continue Reading
Years ago, I think it was National Lampoon sent out a mail campaign trying to get subscribers… or maybe it was renewals… with a picture of a man holding an adorable puppy draped over his left arm. In his right hand, he held what looked like Dirty Harry’s revolver. The headline read (I’m paraphrasing): “Subscribe now or the puppy gets it!” Depending on how you feel about puppies, that qualifies as an “urgency” pitch. Of course, there are other ways to create urgency. Continue Reading
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 been referred to me by a direct marketing legend whose identity I’ll protect… Continue Reading
What’s the single best way to make sure you get what you want out of the writers you’ll hire? I’ll give you not just one but seven easy ways to guarantee a quality result, in today’s issue. And by the… Continue Reading
Colleagues of mine call it the “Krishna Principle.” I’ve also heard it called the “Rule of Reciprocity.” The idea is that, by giving something or offering to give something, you open up the customer to give you something in return. Does it work? All the time. Take these examples from Robert Cialdini’s famous must-read marketing book… Continue Reading
An interviewer asked Woody Allen how to write a joke. Here’s what Allen said: “It depends on where I want it to take me. First, I figure out where I want to end up. Then I start asking questions so I can work backward to a beginning…” Continue Reading
Quick — what do testosterone, estrogen, dopamine, norepinephrine, serotonin, oxytocin, and vasopressin all have in common? They’re the chemicals of “true love.” Yep, some jerk has reduced romance to a science… Continue Reading