How to craft an irresistible supplement offer

The second most important element in your marketing promotions (after your market/list)… … and THE most important element of your sales message… … is your offer. Why? Because strong copy will NOT overcome a weak offer (for example, a low-quality supplement being sold at a premium and without a guarantee) … But a strong offer will often succeed in spite …

How I used direct mail to negotiate thousands off a new car

Recently, my car popped its clogs. As in, it was going to cost more to repair than it was worth… … and there was still no guarantee the problem would be solved. So, my wife and I decided to cut our losses and buy a new one. Now, we live in a fairly remote town where there’s only one car …

Email vs direct mail

“Why didn’t you just email them?” That’s what my aunty asked when she found out I sent a letter to 30 car dealers to negotiate for a new car. And it’s a good question. Why would I take the time to write 30 letters, sign them by hand, hand-address the envelopes, buy stamps and take them to a post box… …

How to get read

A couple of weeks ago, I used direct mail to negotiate thousands off a new car. And today, I’d like to show you how one small part of that “campaign” contributed to its success. It’s one of the most critical components of direct mail, but it’s also the most frequently overlooked. I’m not talking about the headline, the offer, or …

The case against discounting

When Howard Wein moved to Philadelphia in 2004 to open a boutique steakhouse called Barclay Prime, he knew he needed to offer more than good food. Why? Because over 25% of restaurants fail within 12 months; 60% in the first three years. They fail for many reasons. Expenses are high. There’s an army of competitors. And, it’s tough to get …

Grammar nazi throws a punch

Once upon a time, I sent a letter to marketing agencies offering my freelance copywriting services. Attached to the top of the letter was a picture of my handsome self, and it opened as follows: ——– “Dear Mr. X, As you can see, I have attached a picture of myself to the top of this letter. Why have I done …

Bugger off!

My new office door sign: If you’re not familiar, “bugger off” is a less polite version of “go away”. Needless to say, my wife isn’t overly impressed with the new sign. In fact, she keeps taking it down… … only to find it hanging again as soon as I find her hiding place. But all jokes aside, when I say …

“Cleanfluencer” wipes the floor with marketers

Ever heard of Mrs. Hinch? She’s an Instagram “influencer” who shares cleaning hacks. (I guess that makes her a “cleanfluencer”). At the time of writing, she has 2.5 million followers and is featured in media like Cosmopolitan and Vogue. She recently published a book which became a Sunday Times bestseller. And is still, at the time of writing, the number …

NEVER use these words in nutritional supplement copy

In 2015, the FTC fined a supplements company $9 million for deceptive weight loss claims. In 2017, the FTC charged three supplement marketers false and misleading claims… running deceptive radio ads… and making a “risk-free” guarantee without disclosing ‘burdensome requirements for obtaining refunds’. There are many, many more cases like these. I guess the fact that nutritional supplements don’t need …