These days, when people ask for advice about how to “fix” their sales copy, the first question I usually ask is… Does anyone actually want to...
In the climax of the old movie Over the Top, Lincoln Hawk (a role for which Sylvester Stallone was nominated Worst Actor in 1988) faces off with Bull...
There’s one pain point every single one of your would-be customers is painfully aware of: The pervasive complexity of life in the 21st century. Whether...
You don’t need me to tell you that times are hard. The words of Charles Dickens ring true today: “It is the best of times. It...
1. Talk about one thing. The tighter the focus, the better. 2. Speak to just one person. Copy should be a one-on-one conversation. 3. Force your reader to...
Last week, I did a Facebook Live video explaining that all stories are not created equal. We talked about a story-based email sequence/landing page combo I just...
You almost have to give someone at Sprint a standing ovation for their recent advertising campaign featuring your Verizon’s “Can you hear me now” guy, Paul...
Entrepreneurs often spend their energy building a “better mousetrap” and promoting it as such. The most effective persuasion, though, starts by building bigger mice (to borrow a...
Make your copy empowering, not condemning or depressing. If the reader benefits just from reading the marketing message, you’ve made the sale before the sale. One of the most effective...
One of the hardest things in the world to do is convince someone they’re wrong. That their opinions are wrong, the way they’ve been doing something is...
