Why You’ll Never Swipe Your Way To Copywriting Success

May 24, 2010

Consultants and copywriters are fond of telling their clients one of two thing:
They’ll say either A) The rules are changing and you have to adjust your selling strategies to match the “new rules.”  Or B) The rules aren’t changing and they never will.
Both of them are nonsense… and in a way they’re both right. 
It depends [...]

Read the full article →

I Just Wanted The Book…

May 4, 2010

I just bought a book… but not from the person who advertised it.
Here’s the story: I got an email from Borders with a bunch of coupons and “personalized recommendations.”  Terrific… but there were a couple of problems with the email.  First, it was a clunky graphic email that didn’t fit in my browser.  I had [...]

Read the full article →

A Good Car Commerical?

April 7, 2010

Car commercials are typically bad advertising.  They try to evoke some kind of subtle emotion then attach that feeling to their car.
Not exactly a brilliant plan. But this Hyundai commercial does an excellent job of identifying a real fear… stupid kids.
It only takes about 20 seconds to demonstrate how reckless 16 year [...]

Read the full article →

Permission To Cheat

April 2, 2010

I keep hearing the same excuse when I’m talking to copywriters, business owners, entrepreneurs and employees who are looking to get ahead in their careers: “I don’t know how to…”
It’s an infuriating excuse but I think I know where it comes from… Tests.
For school kids, they’re the best way to measure mastery of a topic… [...]

Read the full article →

Three Steps To Overcome Objections

March 3, 2010

These three steps come directly from Harry Browne’s book, “The Secrets of Selling Anything.”    Browne was a master salesman and his insights came directly from his thorough understanding of human nature.
Objections are easy to overcome once you start to see them in the right light.  They’re not excuses why the prospect doesn’t want to give [...]

Related Posts with Thumbnails
Read the full article →