I was wrong about prospects’ short attention spans…

Just because you want to believe the best, doesn’t mean it’s true… Sometimes, I can be a stubborn optimist. Meaning, I see the best in people.  Not even because it’s there.  Or because it’s the whole truth.  But because it’s what I’m looking for. And like all of us,...

Make your marketing urgent, now…

Here’s why to read this right now… Your prospects are as distracted now as they’ve ever been. We have digital ADHD. We have endless distractions fighting for our attention. We’ve got enough stimulation to drive our lizard brains wild — only a click away. Your next...

The FEF formula for more effective ads…

Have you ever heard of the FEF formula? Probably not.  Because I just made it up to get you to read this — at least, this name for it. But the reality is that it’s something I think about on a semi-conscious level during pretty much every minute I’m writing copy. And...

Targeted email lead generation…

I’m usually not a big fan of swiping copy… That is, taking words that are largely someone else’s, and using them for my own. I think my aversion is especially strong because in high-level financial direct response, it’s just a no-go.  You can’t do it and write...

Marketing Secret Weapon: Audience Segmentation

f you don’t get this, you’re becoming expendable… You don’t necessarily have to develop the technical ability to pull it off… In fact, marketers and business people who understand principles and strategies will forever be more valuable than the people who can follow...