The Pain Mistake Copywriters Keep Making
Many copywriters treat “pain” like a volume knob. When they sense a customer is frustrated, they turn the dial to eleven. But there is a ceiling to how much intensity…
Richard How to Succeed Through Brute Force
1879. Thomas Edison and his team are trying to build a practical incandescent light bulb. They test material after material, trial and error, running thousands of experiments in search of…
They Came for Gunfights. The Ideas Rode Along.
Nobody bought a ticket to a spaghetti western thinking, “Maybe this will sharpen my views on class conflict.” They wanted revenge. Dusty towns. Men who looked like bathing was a…
The Play-Doh Pivot: Why Your โFailedโ Product Could Be a Hidden Asset
By the 1950s, Kutol Products faced a disappearing market. Its pliable wallpaper cleaner removed coal soot, but cleaner heating systems were eliminating the problem it solved. The compound still worked.…
Tales From The Swipe File: The Combo Bullet Point Tactic
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…