BAD ADVICE: “Give people what they want.”
Richard Usually, that is perfectly sound advice for marketers to follow. But customers often understand their desired destination better than the route. They may know exactly what they want, yet misunderstand…
October 2026
The Emperor’s Thirty-Seven Keys (A Copywriting Fable)
In the Moon Market, a notice-writer named Brindle wrote an advertisement that sold more than anyone could remember. It began with a widow and a locked chest. It contained thirty-seven…