The single-most powerful mental superpower…

What I’m sharing today is much bigger than marketing… And yet, if you truly take it to heart, it will make you a better marketer.  Also, salesperson, businessperson, leader, writer, communicator… And on, and on. It applies to pretty much any skill or capability that...

The ABC Headline Formula

Writing a compelling headline for your selling message is as easy as ABC… This applies if you’re writing direct response ads, sales letters, or landing pages that are words on the page… It applies if you’re writing copy for video or audio, even TV and radio… It...

You’ve been trained to do this backwards…

Most copywriters start their projects in the wrong place… It goes back, I think, to the most common “spec” challenge that clients in the 21st century have used to test prospective copywriters before hiring them… The spec challenge goes a little like this: — You (the...

The Architecture of A-List Copywriting Skills

I’m feeling under the weather today, so I’ll opt for a reprint… Unexpectedly, after a good evening last night (a reading celebration for my son’s class, and my best improv class yet!), I spent half the night awake, shivering uncontrollably… And had a 102.6 fever...