How to create powerful brand copy…

Branding, for branding’s sake, is dumb… That’s the fundamental  perspective I come from, as a direct marketer. I’m not into brand-building.  I’m not into image advertising.  I believe that traditional “Madison Avenue”-style advertising is a complete waste of money....

How to create “conspiracies” and then prove them right…

Now we’re getting into the ol’ sales voodoo… …  I had a reader ask me for a part two to an essay I was regretting pretty much as soon as I was writing it. Why? Well, over Thanksgiving, the family watched The Wizard of Oz.  And — spoiler alert — there’s a moment at the...

How to sell without being “too salesy”…

So — you wanna sell but you don’t want to feel like a slime ball? I really think that’s at the heart of today’s question. But we’ll get to that in a moment. First, our obligatory reminder… That — today being Monday, and this being Breakthrough Marketing Secrets — this...

“Is catalog copywriting still a viable niche?”

I got this question from a reader, and even though yesterday was Mailbox Monday, I’m in the mood to answer it today… Sometimes, I do that.  My essays, my rules! The question, in short, was, “Is catalog copywriting still a viable niche?” My...