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…
Metaphors
Pattern Interrupts: Turning a Bridge into a Life Lesson
The first day of school is so powerful because it sets the tone for the entire year ahead. One approach I used was starting with a single, unexpected image: a…
How Esso Made Gasoline Visible – Copy Breakdown
A giant tiger sits across the roof of a car, its paws hanging beside the windows and its striped tail curling around the bodywork. Above it, the headline gives the…