copywriting tips

Here's something you know but usually forget. Your potential clients are really busy. They have a lot going on. They have a lot of people wanting their attention. What they want you to is... They don't want waffle. They want what's in this for me. They want in...

In the obsession with technology and data we've forgotten the one marketing goal that matters. I'll share what it is in a moment but here's a hint. The goal is to get a response. But not just any response. Aim for astonishment. Your aim is to astonish them. Imagine...

This is how interested potential clients in your rambling marketing message. Not very. You know why? Because they have lives to live. Demands on their time. Big problems to solve. All sorts of things going on and your marketing message is just an interruption. So at...

Here's what your ads look like right now. But it's not your fault. You're doing the best you can. You're trying to keep it safe and professional. But what you can't see is everyone else is also doing that. This creates white noise. In a sea of white noise from all...

Marketing is loaded with assumptions. Trouble with assumptions is they kill your response rate. Why? It's because you don't create marketing for the real world. Sure, it looks and sounds good on paper or in your office. But what happens when you put it in the wild?...

First the hard sell. Then comes the emotional manipulation. Out comes the contract. And before you know it, you've engaged another marketing agency. But this time it will be different won't it? I hope so. But experience says no. Here's why. You're another number to...

Have you ever tried to do business with your company? It can be an eye-opening exercise. Better still get someone who doesn't know you to try and do business with you. Watch what happens. You will find obstacles that you don't know are there. The easiest place is to...

You're an expert on your industry. You know the good, the bad and the ugly. Your clients don't so they need your help. A bit of attitude. A bit of genuine honesty goes a long way to building trust. More so because almost no one does it. It's good to have a bold point...

I'll get back to you on that. No, you won't. You'll forget. You'll get busy. You'll buy from someone else later. We can't wait till later for someone to make a buying decision. We have to give them compelling reasons to act now. Sure, if you need lifesaving surgery...