Why You Should Never Claim You’re the Best

You should never claim you’re the best in your ads. Here’s why… Reason #1: It’s difficult, if not impossible, to prove anything is “the best.” Reason #2: Even if you could “prove” it, most people would still be skeptical. Reason #3: Blatant boasting is always a turn-off. Reason #4: It does nothing to further the […]

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Are You Lifting Your Kilt for Google?

I’ve been a fan of Google for a long time. Here’s why: 1. They are better at search than any other search engine. 2. They have the best PPC advertising platform (Adwords). 3. And they offer all kinds of useful tools for free — Google Analytics, Website Optimizer, Google Docs, Gmail, etc. But even with […]

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Always Test Your Action Sequences

Always test your opt-in forms, your contact forms, your order forms, your upsells. Anything that captures prospect or customer information should be tested before making it “go live.” And if for some reason you suddenly stop receiving opt-ins or orders, the very first thing you should do is check to see if your action sequences […]

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Please, Don’t Leave That on My Door Mat

In the bitter cold and half-light of a winter morning, I watched a large white van crunch across the ice in my cul-de-sac. Two hooded men trailed the back of the van, periodically reaching into the open back doors. One man went right, the other went left, as they visited the front doors of each […]

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Video Killed the Copywriting Star?

Bonnie Lowe responds to my call for questions and asks: Some say 18-25 year-olds don’t read; they search YouTube vs. Google, etc. Does this mean copywriting is doomed? This is a great question. After all, video killed the radio star way back in 1979… Couldn’t video also kill the copywriting star? On the surface, it […]

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