Research

Where to find what you need to build a strong marketing message.

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Beat the Natural Limit on Creativity

Posted on by jackforde

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 →

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Which Sells Best, Stories or Stats?

Posted on by jackforde

Carnegie-Mellon, says the book “Made to Stick,” did a study. They invited participants in to take a survey. The topic wasn’t important — something about tech products — but what mattered was the small payout. Each participant got paid with five… Continue Reading →

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How to Ace Any Job Interview

Posted on by jackforde

Interviewers will tell you, they hire based on qualifications… experience… results… and so on and so forth, blah blah, etc. Says Richard Wiseman, in his book “59 Seconds…” they’re mostly kidding themselves. And he’s got 30 years of psychological research… Continue Reading →

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10 “Speed-Copy” Secrets

Posted on by jackforde

The better you get at writing good copy, the more clients will want access to your time. In the beginning, you’ll want to give it to them. But as time goes by, you won’t be able to. Then what happens? You’ll simply learn how to write faster. Here are a few ideas, specifically for copywriters… Continue Reading →

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The Dark Side of Testimonial-Driven Sales Copy

Posted on by jackforde

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 →