“Do What You Love” Explained

So a lot of people ask me to explain my quote, “Do what you love and the business will follow.” To clarify, it has three different and distinct meanings. First, if you do what you love, the business (the idea for a business model, i.e., how you can...

How to Target Your Perfect Customer

The most important part of your copy is not your headline, not your offer, and certainly not your benefits. The most important part is your customer. Sounds obvious, right? But in the last few weeks, I've been critiquing some pretty good copy. Very well-written and...

Take Your Reader For a Drive

When I critique, edit, or rewrite sales copy, I discover that many clients commit some common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look at their copy...

The Power of Positive Pressure

After my wife passed, I decided to relocate into a smaller home and my current home is up for sale. Moving always reminds me of something that happened when I was shopping for a new home in the past. Part of the process was furniture shopping. Since we were slated to...

How I Write Copy in Seven Steps

A lot of people ask me how I write copy. I don't mean the actual writing process (such as how I come up with headlines, bullets, offers, etc), but how I tackle the actual task of composing a new sales piece from scratch. Everyone is different. My writing process is...

Are Bottlenecks Clogging Your Sales?

When a sales page is not performing to your expectations, what's the worst thing you can possibly do? Nothing. By making changes, any changes, you can strengthen your copy and improve your sales — provided you track those changes. In most cases, there are...