Best way to attract like-minded clients

Gary Bencivenga, the world’s greatest living copywriter, wrote a superb newsletter called “Bencivenga Bullets”. Gary began that newsletter by sharing what he called “The Credo Technique”, which is Latin for “I believe”. The Credo Technique is when you express your most strongly held values and beliefs. When you do this, it helps you attract and bond with people who share your …

A life lesson from the greatest marketing mind of all time

At the turn of the twentieth century, a Canadian company called Liquozone set out to conquer the US. Their product was good… but their advertising failed… and Liquozone fell into heavy debt. In a last-ditch attempt to avoid bankruptcy, the company’s owner met with every leading advertising agent in Chicago. When he asked for the name of the best ad …

The patchwork charlatans

I once heard a story about a copy chief tasked with finding new financial copywriters. He sent an email inviting spec copy submissions. Some were terrible. Some were good. Others were somewhere in-between. But one submission raised the copy chief’s antenna. It didn’t read well. It was disjointed; patched together. So he copied some sentences into Google… … and the …

4 marketing mistakes that murder sales

Marketers tend to make a lot of mistakes. I know I used to. In fact, many times I thought I was doing the right thing… only to find out I was making my situation a lot worse! Below are some of the biggie mistakes. Make sure you aren’t doing them: Modeling the competition Lots of marketers look to their competitors …

To honest marketers, from a con man who tricked millions

Kevin Trudeau. Infamous for his (fraudulent) infomercials selling health, diet, and financial products. His list of crimes is as long as a horses ding dong. In 1998, he was fined $500,000 by the FTC for making false and misleading claims. In 2004, he paid $2 million to settle charges that he falsely claimed a calcium product could cure cancer and …

I have no idea what this article is about

I’m not in the mood to write today. I’m sitting at my desk with a strong coffee but, the caffeine isn’t working. If anything, I’m more tired than when I started drinking it. I’m struggling to string together more than two words. My mind keeps drifting off to nothing in particular. I have no idea what I’m going to write …

The copywriter’s dirty little secret

Does this sound familiar? You sit down, wheel your chair towards the desk, and turn on your computer.  You open Word, stare at the screen, and scroll up and down the page. Maybe you have a quick look at your emails…  … and return to the document half an hour later. Then you tell yourself you must start writing. You …

Dumbledores mental mastery magic

Last Sunday, I woke up after 11 hours of sleep could barely muster the energy to roll out of bed. When I finally did, I ate breakfast, plonked myself down on the sofa, and couldn’t move. I barely stood up all day. I slept, watched TV, and bummed around. Not out of laziness. (Not on this occasion, anyway.) I just …

The Harry Redknapp school of copywriting

Harry Redknapp is a former football (soccer) manager. And he’s one hell of a character. A case in point… There’s a great video of Big ‘Arry (as he’s affectionately known) giving a media interview at his team’s training ground. He was talking to the reporter… when… a ball smashed into his back. On camera, ‘Arry turned around, red with rage, …

Two salesmen walking down the street…

Imagine two different salesmen walking down the street. One goes from door to door and talks to people, makes his pitch, and asks for an order. If what he’s doing is working, his pockets will be stuffed full of cash and orders by the end of the day. If not, his pockets will be bare and he’ll know that he …