copywriting tips

Strange sounding word. Powerful implication for marketers. It's the love of new things. We pretty much all have it. Our brains are wired for novelty. Have you ever bought something and been totally in love it and then a short time later you wanted something else?...

When we tell someone what to do this happens. They don't do it. Any parent knows this. It's called reactance. We react against the loss of freedom instinctively. Which means your influence is gone and you lose the person. In our case a potential client. So what do you...

Marketers are terrified. Terrified of offending someone. At one level that makes sense. After all our number one driver is to keep ourselves safe. But that doesn't work in marketing. Because when everyone does it, they do, you all look the same. When you all look the...

You don't need to be religious to want this. We all want it. There's some form of hell we're in right now. It could be health, wealth or relationship based. It could be something else. But it sucks. We want it to go away and we want to metaphorically get into heaven....

The more you push, the more they pull away. Influence is like dating if you chase you scare people away. Rightly so, it's creepy. There's a much better way. Yes it's get them to feel what you want them do is their idea. Obvious right. But how? The answer is you lead...

Sticks and names may break my bones, but names will never hurt me. It's a great saying but it isn't true. Words matter. In fact, what you say about someone can be so powerful it ends their chances of getting elected. Remember the 2016 US election. The best politicians...

A lot of people see influence as manipulative. They're right of course, but that doesn't make it bad. You can influence for good or bad. But I believe you should only ever do it for good. The secret you can't fake is genuinely caring. Wanting to see the other person...

Smart people join cults. I didn't used to think this could happen. I assumed intelligent people could see through it and walk away. But cults know something about people that's powerful. In fact, they know many things. The first thing they know is you must start...

Have you ever watched a movie and felt like this? The film maker just makes everything far too obvious. Almost like there's a neon sign showing what will happen next. It's boring. You lose interest and probably stop watching the movie. Marketing is exactly the same....