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 they use these words or not, every one of …
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 is the worst of times.” How you position yourself and your business will d …
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 “pick a side.” Don’t allow him to s …
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 wrote that, in the client’s words, …
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 Marcarelli. It’s the advertising equivalent …
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 line …
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 effec …
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 wrong, etc. We’re all naturally resis …
