The Emperor’s Thirty-Seven Keys (A Copywriting Fable)
Richard 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…
Copywriting
The Road Less Edited
In a 1996 interview, Robert Smith of The Cure complained about the disappearance of vinyl albums: “They’re so big they actually meant something and the artwork looked good.” The obvious…
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…
Sun Tzu Walks Into A Seinfeld Episode…
Ray Bradbury found his voice by reading Melville and watching Universal monster movies. James Joyce built a modern epic by laying Homeric structure over a breakfast of Dublin kidney. Vladimir…
How To Build A USP Without Inventing Anything New
Iron and carbon are not rare. They have limited value on their own. Combine them and you get steel, which has a much higher economic value. A successful USP doesn’t…