Swiping vs. Stealing [copywriting]

I hate “swipe file copywriters”… That is, the copywriter who uses other people’s ads… To write their own copy… Largely by copy-and-pasting their way to a final draft. And I’m NOT alone. Every top copywriting client I know will ban you for direct stealing… Because...

Your Advice, Please?

If you are an expert service provider, your advice is part of what you sell… It’s worth remembering this, especially if part of what you sell is ALSO work product (such as copywriting)… Even just the words coming out of your mouth can be valuable. But in order for...

4 Quadrants of Consumer Desire [new framework]

Consumer desires drive buying behavior… The better you understand YOUR SPECIFIC CUSTOMER’S desire, the more likely they are to buy. Because — paraphrasing the late, great Gene Schwartz — you don’t create desire, you only harness it. Which means you have to understand...

From WRITER to COPYWRITER [the difference]

So you’ve got some writing skills — does that make you a copywriter, too? And if you’re a marketer or entrepreneur looking to hire a copywriter, can you just hire your niece or nephew with a degree in creative writing? Well…  Not quite. There’s a critical difference...

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Especially valuable for: Copywriters, Direct Marketers, and Internet Entrepreneurs... 

   • My Response to a Copywriter Looking for Career Advice
   • The Master Secret of Great Marketing
   • The Single-Most Powerful Word in Persuasion
   • Total Business Breakthrough Marketing Audit
   • Scientific Advertising by Claude Hopkins (PDF and Audiobook)

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