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The Myth of the Killer Idea
Your idea is the least valuable “ingredient” in building a successful business. So argues John Warrillow in this excellent article, “Idea is least important part of a company.” If you run a business, you know that your idea was the least difficult part. My guess is that your idea has evolved considerably since you first […]
Continue readingProof that Hard Work Is a Legitimate Selling Appeal
Recently, Terry Dean wrote a story about how he and his wife received free ballroom dancing lessons, but declined to continue the paid lessons because the instructor said, “This will be the hardest thing you have ever done.” While Terry found this statement to be a big turn-off (so much so that he decided ballroom […]
Continue readingCopywriters: Guilty as Charged?
After reading my post about Internet Marketing on Life Support, a reader sent me a private email. He writes: As copywriters do we (as a profession) play a part in the current situation? People buy (are lured) into bad situations with these scammers based on what they read on the sales page… which nine times […]
Continue readingWhat Is Hype?
With Terry Dean railing against “hypercopyitis” on his blog, I thought it would be a good time to define what “hype” actually is. Because lately I’ve noticed consumers of information are very “anti-hype.” I believe this has been caused by market fatigue (too many people making similar outlandish promises), but also because people have told […]
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