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? […]

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