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...
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...
Give Your Joint-Venture Offer An Extra Punch

Give Your Joint-Venture Offer An Extra Punch

The other day I was asked: “How do I motivate a potential joint venture partner to bite? When you have a great idea and you’ve located the perfect partner, how do you motivate them to do business with you?” I talked on many occasions about the power...
Lowball Puts You Behind The Eight Ball

Lowball Puts You Behind The Eight Ball

If you’re a new or aspiring copywriter, here’s one important tip: don’t be cheap. Too many beginning copywriters believe that offering cheap rates will get them more business. I’m not saying that it doesn’t. Of course, offering low rates...
If Long Copy Stinks, Think Soap

If Long Copy Stinks, Think Soap

I often talk about the need for long copy often depends on your market. Borrowed from Eugene Schwartz’ magnum opus Breakthrough Advertising, it’s based on the market’s stage of sophistication for the product. The newer the product is, the less...

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