What’s the single toughest secret you’ll ever learn, if you hope to blow the doors off the world of writing sales copy? For all the clever metaphors you’ll ever come up with, for all the phrases and images, the formatting… Continue Reading
You brainstorm to get ideas when you have none. Ideally, you do so in a group. So you can feed off each other. So you can legitimize sitting around drinking coffee. So you can get others to do all the hard thinking for you. In all those respects, group brainstorming is a good thing. But what do you do when you’re writing in isolation? Continue Reading
What is creativity? I’m sure you’ve heard the cliche that gets kicked around, about the value of thinking “outside the box.” But in my experience, that’s the opposite of true… Continue Reading
“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
Seriously, I don’t much believe in writer’s block. Oh, there have been times I don’t know what to write. And even times I’ve felt a little desperate about that. But I’ve never been afraid or unaware of how to plow right through it. Why? Because I don’t think blocked writing is where the problem originates… Continue Reading