Sell The Dream Or Kill The Nightmare?
Richard Suppose you’re marketing in the relationship niche. Ask two people what they want from a relationship, and you may hear very different answers. One says, “I want peace, love, and…
Buying Psychology
Why Boring Copy Often Sells More
Most copywriters would probably ignore this headline: “Copywriting secrets — How to write copy that sells.” Nothing clever. Nothing surprising. No curiosity trick. Yet it has helped sell a course…
BAD ADVICE: “Give people what they want.”
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…
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…
7 Ways To Make Invisible Losses Visible
One of the easiest ways to strengthen copy is to show prospects what an unsolved problem is already costing them. The loss may be real, but until you make it…