Reading this post made us smarter, richer, more fascinating, and an average of 3 inches taller. Let’s say you place a photo of a client on your landing page. Just the photo. No client name. No title, or business name.…

Imagine you’re having a discussion with a talkative, hyperactive teenager. The conversation goes something like this … We went to the mall, and like, there was this fire in the mall. And we went from there to the movies, but…

Choice is a good thing. Too much choice can be a bad thing. It can confuse customers and cause them to abandon your sales process early. So, what if you’re selling several (or many) products or services? You know you…

I remember going to a workshop in 2003. The price of the workshop was $8,000. Plus there was overseas travel involved. And yes, the usual accommodation and food expenses. In all it was going to cost me almost $12,000 to…

In advertising we used to have a saying: “Everyone hates advertising until they have to sell their own car.” Sometimes we all encounter readers who get mad at us for “selling too much.” And sometimes you have to ignore those…

Once upon a time, the world was flat. Now it’s round. Who knows? Maybe some day we’ll find out it’s square. It’s hard to come across a cold hard fact anymore. Drink 8 glasses of water a day. Drink 16 …

Bloggers have been asking the question “Do long or short headlines work better?” for a long time. But the answer to the riddle of how to create a headline that pulls in readers doesn’t necessarily lie in subtracting or adding…

Five reasons? There may be seven thousand reasons why your newsletter won’t get the response you’re looking for. Most of those reasons have the same common problem, though: readers just don’t like it. And that’s probably because you’re making one…

Imagine you woke up this morning and wrote an article. Just another article like all the articles you’ve been writing. Except something is different about this one. Tons of folks are clicking on this article. They’re reading it and forwarding…

This is the second and final installment of The Secret Life of Testimonials. Most of us ask for testimonials. And if we follow up and pester our customers enough, we get testimonials. There’s only one problem. Our testimonials have no…

You’ve seen résumés, haven’t you? What’s common to all the résumés on the planet? Yup, they’re all created to make the candidate look wonderful. So what’s the first thing a company does when you present them with a résumé? They…

The P.S is one of those clichés of copywriting. It seems like every sales page has one. Maybe you think it’s outdated. Maybe you think it’s unnecessary. Until you learn the logic of why it works. So before we get…

Step into a bookstore, find the business section, and pull out a book. Then flip the book to the back cover. Here’s what you’re sure to find on virtually every business book: A selection of well-chosen fascinating bullets. And there’s…