Tales From The Swipe File: The Combo Bullet Point Tactic
Richard The best bullet points aren’t “one and done,” they’re combination punches. Here is a Jason Fladlien bullet, selling a webinar mastery book: “Once you realize your audience forgets 95% of…
Buying Psychology
Will AI Catch The Fugitive?
In 1966, The Fugitive aired an episode every marketer interested in AI should probably watch. A scientist unveils the 2130, a “digital computer” that studies Richard Kimble’s movements, spots his…
Why “You’re Doing It Wrong” Is Terrible Copy
A recording engineer who worked with Frank Zappa and Barbra Streisand told me a story about a well-known 80s rock group. They had a big problem. Their drummer, a founding…
The $40 Spy Pen Ad: How Design Sold a Secret Identity
A $4 Man From U.N.C.L.E. spy pen sounds like a joke until you remember that $4 in 1967 is roughly $40 today. That was serious mail-order money for a novelty…
Assume the Reader Doubts You
The moment a prospect realizes they’re reading copy, their arms fold, their brow furrows, and an internal interrogation begins: Will it? Says who? What aren’t you telling me? Most copy…