As part of my coaching program, students can ask me unlimited questions via email. One common question I seem to get is, “I’m new to copywriting, where do I start?” Since my coaching students also get access to any of my digital programs, they also get access to my private website, where I share over […]
I covered headlines many times already. You can find posts about headlines here. But here are some additional tips. There are two huge mistakes people make when they write headlines. Either they are too bland and don’t say enough (such as when they attempt to simply summarize), or they say too much to cover all […]
In late 2005 (and early 2006), I predicted the death of the text-heavy, long-scrolling sales letter and the birth of an interactive, content-driven, multimedia model.
I used to teach marketing and selling at a local college here in Ottawa. And one of the things I used to help teach with — I also use them all the time when I want to learn and remember new things, too — was mnemonics. Mnemonics are tools or devices that aid retention. Do […]
If you’ve been a student of marketing for some time, then I’m sure you’ve heard of the saying: “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” That quote by Theodore Levitt is probably one of the most quoted passages in marketing in trying to explain the difference between features and […]
One of the most popular threads on my now defunct discussion forum for copywriters was one started by my friend Dean Jackson. If you don’t know Dean Jackson, he is a Torontonian, a real estate mogul, an information marketing millionaire (author of many programs, including the highly successful “Stop Your Divorce!”), and a darn-fine copywriter. […]
One of the most venerable and common elements of good salesletters, following the headline, is the postscript or “P.S.” at the end. The end of every great sales letter should be capped with a strong P.S. We are often told that the P.S. is the second most read part of a salesletter, because after reading […]