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A Tale of One Client, Three Copywriters, and a Space Ad
Today I’d like to relate a real story from this past summer. It involves a client and three copywriters. And it goes something like this. In July, I was contacted by a potential client who was planning to run a space ad in USA Today, a nationally distributed newspaper. The product being advertised had done […]
Continue readingImprove Sales by Taking Away Their Freedom
More choice is better… right? Wrong. That’s the conclusion of Barry Schwartz in The Paradox of Choice. Common sense says increased variety and more freedom of choice will make people happier. But studies show it does the exact opposite. It actually makes them unhappy. Why Is This? It’s because if they make a decision, they […]
Continue readingNothing Fails Like Success
Most good marketers and copywriters have heard of Agora. It is an information publishing business that grosses more than $200 million a year, and that number may be dated. But far fewer people have heard of William Bonner, the founder of Agora. He is also called Bill and Will, depending on where his name appears. […]
Continue reading3 Copywriting Lessons Worth Re-Learning
One reason I wrote The Eight-Month Letter was this: it is much harder to persuade a person to a new belief than it is to get them to part with money. This is because we value our beliefs much more than we value money. In that respect, writing the letter was a monumental challenge for […]
Continue readingThe Heart of a Servant
I’m a service provider. I write copy for people who want to sell products and services using the written word. Perhaps you are a service provider, too. Or perhaps you sell products of some kind. Either way, it doesn’t matter. This post will still be relevant to you. Based on a number of posts I’ve […]
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