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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 […]

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? […]

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