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Creating a Common Enemy
A copywriter’s job is to recognize people as they are, and not how he wishes them to be. This is one of the secrets to becoming a great copywriter. If you can see people as they actually are, then you will be much better equipped to write in a way that connects with your readers […]
Continue readingThe Ethics of Idea Theft
Fact #1: Words can be copyrighted; ideas can’t. Fact #2: Original ideas are about as rare as 10-karat diamonds. “Idea theft,” as I’ve called it in the title of this post, has been on my mind for a couple of reasons. The first incident happened a few months ago when a good friend of mine […]
Continue readingWe’re #1 for a Reason!
Seen on a door hanger advertising a lawn care company: “We’re #1 for a reason” Unfortunately, not one reason was given.
Continue readingHow I Overcome Inertia
Nearly everybody deals with inertia at some point. The law of inertia says this: things at rest tend to stay at rest; things in motion tend to stay in motion. Nobody is immune to this law. Maybe this is why whenever John Carlton writes a sales letter, he imagines his prospect as a fat slob […]
Continue readingWhat’s Worth More than $970.50 an Ounce?
I had planned a different post for today, but as I read the book of John this morning, God directed me to write something different. Which probably means one or more of my readers needs to hear this. So let me ask you a question: What’s worth more than $970.50 an ounce? If you follow […]
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