Why Boring Copy Often Sells More
Richard 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…
Internet Marketing
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…
They All Laughed At The Agora Ad
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.…
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 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…