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Waiting for a Reason to Buy
Yesterday I was on the phone with a potential client. He has a very unique product (nothing to do with marketing, biz opp, real estate, weight loss, or anything like that) — and due to the nature of the product, he expects it will be quite viral. During our conversation, he told me his overriding […]
Continue readingWhat to Do When a Sales Letter Fatigues
Most copywriters and direct response business owners know that even the best of sales letters will fatigue over time. The market gets tired of seeing it… or times change such that the old copy is no longer as effective as it once was. This recently happened to a letter I had written for a client. […]
Continue readingThe Best Editing Technique
You probably already know this, but I’ll tell you anyway… When you write, write. When you edit, edit. Try not to mix the two. If you try to edit yourself while you’re writing, your brain will get all jammed up and you’ll experience that dreaded disease called “writer’s block.” That’s because writing and editing involve […]
Continue readingCopywriters Channel Enthusiasm
Question: If your client is enthusiastic about his product, but you’re not, should you write the copy? In a perfect world, you would always write copy for products and services you’re personally excited about. But I’ve occasionally found myself in the position of writing copy for products and services that don’t get me excited. Here’s […]
Continue readingWho Is Your True Competitor?
Do you know who your true competitor is? Do you really know? Nearly everybody has read about or heard of the success of Southwest airlines. While reading The Contrarian Effect by Michael Port and Elizabeth Marshall, I came across this little gem: By offering low-cost fares, frequent flights, and fast, friendly service, Southwest quickly became […]
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