Where I Look When The Product Feels Boring
Richard You read the brief and think, “There’s nothing here.” Another course. Another service. Another product with the same features you’ve described a dozen times. I study persuasion through literature and…
Copywriting
Is your sales page an optical illusion?
Arrange three black circles with wedges missing, their openings facing inward, and something curious appears: a white triangle. Its edges seem visible, although nobody drew them. This is the Kanizsa…
All Roads Lead To Proof
Rome did not prove its engineering skill with one impressive road. It proved it by building roads again and again. By the time Roman engineers began another road, bridge, aqueduct,…
BluBlockers? More Like Objection Blockers
In the late 1980s, Joe Sugarman was selling BluBlocker glare-blocking sunglasses through his catalogs. He expanded the offer to television, selling over 20 million pairs. There is plenty to study…
What Aristotle Said About Your Pricing Policy
“Isn’t charging a premium price unfair?” It’s not a new question. In fact, it goes back hundreds, perhaps thousands, of years. Aristotle treats commercial justice in terms of fair exchange:…