Fun Storytelling Toy (For Marketers)

Fun Storytelling Toy (For Marketers)

Great marketers and salespeople are great storytellers… Marketing as we know it maybe goes back a few hundred years.  Persuasive communication, a few thousand years. But humans have told stories since the beginning of time… — Ug hit mammoth with spear.  Mammoth hurt,...
STOP Writing Like A Copywriter

STOP Writing Like A Copywriter

Why the heck am I telling more and more marketers to STOP writing “like a copywriter?” This came up yet again after I published yesterday’s video on Writing Copy in your Client’s Voice. It’s come up again and again when I do copy reviews. And if there’s one big piece...
Writing Copy in your Client’s Voice

Writing Copy in your Client’s Voice

How do you write copy in your client’s voice? In today’s video, I share the story of how A-list copywriter Parris Lampropoulos actually thought Brian Kurtz wrote the copy for Titans of Direct Response — even though I wrote it in Brian’s voice. And I share my #1 secret...
Tapping into the deep emotional needs of your market

Tapping into the deep emotional needs of your market

If you want to become a great copywriter, marketer, or salesperson, you have to go deep… You go beneath the surface needs and wants of your market. You go way deeper than features and benefits. You tap into the deep emotional needs of your prospect.  Connect with them...
Do you use a swipe file? [copywriting]

Do you use a swipe file? [copywriting]

Should copywriters use a swipe file? In today’s video I share a real-life story of the copywriter who yelled at me…  Then called my client’s customer service line to complain about me…  And finally got a hold of my boss to file a formal grievance… When I called HIM...