Do you use NLP in your copywriting? After you read this post, you’ll know whether you do or not (see what I did there). Here are three diabolic NLP tricks you may be using without realizing… Embed commands you want the reader to take Wrap the action you want the reader to take in a […]
How to get high paying copywriting clients
How to get high paying copywriting clients. It’s a question I get asked a lot. Here’s what I tell people… Offer a ‘done for you’ service. Because here’s the thing… High paying clients are busy. They’re overwhelmed with information and decisions to make. You want to make the decision to hire you as easy as […]
Rolex and the Power of Framing
They were just another watchmaker. But then something happened that flipped the watch market upside down. Seiko unveiled the Astron – the world’s first “quartz clock” wristwatch. All of a sudden Rolex’s watches looked dated. Basic. Even cheap. Rolex knew they had to do something fast… Otherwise their goose was cooked. But rather than follow […]
Mastering your ego
Hollywood and copywriting. It’s hard to know which industry has the bigger ego problem. Sure, projecting confidence that you write great copy is great for your pride and ability to attract clients. But even the best copywriters in the world have only a 1 in 3 batting average that their sales letter will be a […]
How to Make Science Interesting
In science class at school… All I ever wanted was to see things explode. But mixing sulphuric acid with baking soda only ever happened once in chemistry class. Then it was back to studying the periodic table… And calculating the speed of waves nobody could see. BORING! Well, guess what… Readers feel the same way […]
Dopamine management
As writers we’re in the dopamine management business. Our job is to find ways of triggering tiny releases of the “reward” hormone… To keep people emotionally hooked to our words. So what can you do to trigger a burst of dopamine? Here are four ways: Open loops – Pose unanswered questions or share a paradoxical […]
Who cares?
One question. There’s one question you should always be asking yourself when writing copy. And that question is… “Who cares?” You’ve got to ask this question of every line of copy… And ask whether that line is helping or hindering you in convincing the reader your solution can help them out of their current situation. […]
Joe Sugarman’s secret to making cookie cutter products look amazing
Joe Sugarman’s “Adweek Copywriter’s Handbook” is one of my favorite books. It reveals a simple technique for making even the most cookie cutter products sound amazing. It’s a technique Joe perfected to sell everything from sunglasses to burglar alarms… And it can be applied to selling supplements, software and even services. What is this technique? […]
Story Lead Checklist
They make many copywriters roll their eyes in disgust… Wondering who gets sucked into this garbage. But in certain markets, they work gangbusters. What am I talking about? Story leads! You know the ones… Those dramatic, over the top tales of people being rushed into hospital… Women falling down stairs due to their weight… And […]
Ask THIS question every time you write
One question. There’s one question you should always be asking yourself when writing copy. And that question is… “Who cares?” You’ve got to ask this question of every line of copy… And ask whether that line is helping or hindering you in convincing the reader your solution can help them out of their current situation. […]