How to be interesting, advice to copywriters and marketers…

How to be interesting, advice to copywriters and marketers…

You are NOTHING as a marketer if you’re not interesting… Just think about the classic “arc” of the selling process… AIDA: Attention, Interest, Desire, Action. Getting attention isn’t that hard.  Clickbait articles prove it.  People will click on totally random s**t. ...
What it really takes to write breakthrough advertising…

What it really takes to write breakthrough advertising…

What leads some ads to become breakthroughs — and others to die on the vine? (And note, despite using the same two words in succession, the title of this essay does not refer to the actual writing of the book Breakthrough Advertising by the late, great Eugene...
Don’t fall for this “shortcut”

Don’t fall for this “shortcut”

I’ve gotten a rash of LinkedIn connection requests recently from people who bill themselves as “Certified High-Ticket Closers.” Now, I’ve stayed out of the “certification” business. I used to sell IT certification training, and that made sense.  Because you could...