How a Dog Helped De Beers to Sell More Diamonds

Did you know that a dog invented branding? Tis true. It wasn’t devised by an ancient sect of theologians, psychologists and savvy Greek business owners of luxury spas. Branding was invented by a dog. Allow me to explain… If you’ve read Influence – The Psychology of Persuasion (and if not, add it to your list […]

The 5 Step ‘Sideways Sales Letter’ Method

Yesterday when I was working from a coffee shop when I overheard a conversation between a marketing consultant and a client. Let me tell you, it was painful listening. The consultant was trying to convince a rightly cynical client that social media was the ‘new way’ of marketing. That nobody read emails or visited corporate […]

9 Reasons Your B2B Copywriting Isn’t Converting

Slowly but surely, B2B copywriting is getting better. The message is getting through – you’re not selling to cold corporate entities. You’re selling to people. But occasionally, you still run into B2B copy that has the panache of an instruction manual and a conversion rate that would make a Facebook page cry. So if you’ve […]

Can You Sell Without Selling?

The game is up. Turns out copywriters aren’t needed anymore. The days of clever wordplay being effective at tricking people into buying stuff are over. People are just too savvy to fall for the same old mind tricks. There’s a new show in town called ‘attraction marketing’. You can forget about prodding at people’s pain, using exclusivity […]

Should B2B copywriters use long form sales letters on corporate websites?

Ah, the long form sales letter. Such a bone of contention among copywriters. Many will deride their length, saying nobody has the patience to read pages of copy these days, whilst direct marketing copywriters, who test avidly, will tell you otherwise. When discussing long form copy, many people will picture those get rich quick schemes […]

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