Walk a Mile in Their Shoes

Walk a Mile in Their Shoes

A personal, bittersweet note today. August is a little hard for me because it would have marked my 9th wedding anniversary with Sylvie Fortin. At least we had eight good years, thanks in large part to The Ottawa Regional Cancer Foundation. Through their generous...
Stop Serving Customers to Save Money

Stop Serving Customers to Save Money

If you’re a small to medium-sized business, and you’re trying to grow your business but you’re drowning in a mountain of client emails, and your inbox is overflowing with too many sales and support questions, then you need help. But help isn’t...
Customer Service Tips You Should Know

Customer Service Tips You Should Know

There are many different types of customer service. All over the world of business, customer service jobs vary. But at its core, the fundamental building blocks that make up customer service jobs remain the same. Let me share some of them with you. In fact, they are...
“Do What You Love” Explained

“Do What You Love” Explained

So a lot of people ask me to explain my quote, “Do what you love and the business will follow.” To clarify, it has three different and distinct meanings. First, if you do what you love, the business (the idea for a business model, i.e., how you can...
How to Target Your Perfect Customer

How to Target Your Perfect Customer

The most important part of your copy is not your headline, not your offer, and certainly not your benefits. The most important part is your customer. Sounds obvious, right? But in the last few weeks, I’ve been critiquing some pretty good copy. Very well-written...
Dead Copywriters Don’t Tell Stories

Dead Copywriters Don’t Tell Stories

For over 15 years now, I’ve been teaching the concept of “storyselling,” a term I coined about using the power of stories in the sales process. It’s nothing new. It’s a technique I learned way back in my early career, especially from one...
Take Your Reader For a Drive

Take Your Reader For a Drive

When I critique, edit, or rewrite sales copy, I discover that many clients commit some common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look at their copy...
The Power of Positive Pressure

The Power of Positive Pressure

After my wife passed, I decided to relocate into a smaller home and my current home is up for sale. Moving always reminds me of something that happened when I was shopping for a new home in the past. Part of the process was furniture shopping. Since we were slated to...
How I Write Copy in Seven Steps

How I Write Copy in Seven Steps

A lot of people ask me how I write copy. I don’t mean the actual writing process (such as how I come up with headlines, bullets, offers, etc), but how I tackle the actual task of composing a new sales piece from scratch. Everyone is different. My writing process...
Mixed Tears

Mixed Tears

“I don’t want to tell people because I want tears of joy, not sadness.” Sylvie said this when she was asked if she wanted to tell people at the wedding about her breast cancer diagnosis just a week before we got married. Fast-forward 8.5 years later,...