They All Laughed At The Agora Ad
Richard I posted a lesson using an Agora financial ad a while back. The top comment dismissed it as corny. No mention of click-through rates, conversion numbers, or cost per acquisition.…
Copywriting
Marketing Should Open A Window, Not Hold Up A Mirror
Alfred Hitchcock understood that too much reality is not what the people want. He dismissed the movement towards depicting realism in movies as “sink to sink” films. As he put…
ACRONYM: P.O.S.T.
P — Publish the specimen. O — Observe what the civilians do. S — Study the reaction. T — Tamper with the next version. WHAT IT DOES: POST prevents the…
The Psychology of Sales Page Architecture
A sales page has a strange problem. The same reader who wants excitement at the top may want sober proof halfway down. The person who needs to feel understood in…
The Four Engines of Impact: How to Engineer Emotional Responses
“Just tell a story” may be one of the least useful pieces of marketing advice ever given. It tells you what to do, but nothing about how to actually do…