• 5 Ways To Write Copy Underwater

    Copywriting that’s underwater gives you a way to connect with the unconscious mind of your prospect. Why does this matter? The unconscious mind is where a lot of selling takes place. It’s how you deal with the fact that the...

    Read more
  • Copywriting For Lukewarm Prospects

    Marketing consultants tell entrepreneurs, “Go find people who want to do business with you.” Great advice. It’s been regurgitated many times, many ways. But what about all the people who might want to do business with you, but aren’t quite...

    Read more
    Copywriting For Lukewarm Prospects
  • Copywriting And Creativity Don’t Always Mix

    A copywriter doesn’t have to be creative. What’s more important is being curious. And best of all is when the curiosity of the copywriter explores what’s on the mind of the prospect. Copywriting can’t help but involve a bit of...

    Read more
    Copywriting And Creativity Don’t Always Mix
  • The Hidden Motivator Of Copywriting

    Copywriting is salesmanship. It is also motivation. It is not bossing people around, snapping orders and crackling commands. Copywriting is friendly and respectful encouragement. A series of suggestions, and a never-ending parade of reasons why action should be taken. This...

    Read more
    The Hidden Motivator Of Copywriting
  • The Copywriter Who Walks Away

    Professional copywriters walk away, and you should too. If you are trying to write copy, walk away from your business. Stop thinking like a marketer, and start thinking like your prospect. Professional copywriters prize the payoffs of walking away from...

    Read more
    The Copywriter Who Walks Away
  • How To Amplify Features

    Two features can easily make each other stronger. Select the right two features, which should somehow be related, line them up next to each other, and you can create a strong, new benefit. This new benefit can help the prospect...

    Read more
    How To Amplify Features
  • The Headline That Won Every Test

      “Do You Make These Mistakes In English?” is an ad that never lost. From 1918 through 1959, Maxwell Sackheim’s ad for the Sherwin Cody School of English continued to run and kept making money. For 41 years, it appeared...

    Read more
    The Headline That Won Every Test
  • Read more
    Copywriting Tips For People Who Hate To Write
  • The Word Every Copywriter Must Handle with Care

    Most copywriters and marketers love the word “new.” But talented copywriters handle this word with extreme care. Here’s why. Whenever you’re asking people to consider something new, you’ll run into prospects afraid to make a change. A lot of them....

    Read more
    The Word Every Copywriter Must Handle with Care
  • Do You Make These Mistakes In Copywriting?

    The headline for this article… “Do You Make These Mistakes In Copywriting?” It’s been shamelessly lifted from the headline for the Sherwin Cody School of English ad. “Do You Make These Mistakes In English?” Maxwell Sackheim wrote this direct response...

    Read more
    Do You Make These Mistakes In Copywriting?