When I started out, I specialized as soon as I could. Why? I didn’t know any better. And I saw other people do it successfully.… Read More »What NOT to do if you want to get customers in the door

How can you truly captivate readers? If you’ve been a student of copywriting for a while you might have an answer. “It’s about understanding the… Read More »How to suck readers into your copy – with 2 words

Yesterday we ran a quick thought experiment. I mentioned how, hidden in a short poem, we could find an important lesson that can help us… Read More »The secret to understanding (and leveraging) human behavior

Let’s start this week off with some good old thinking, shall we? I want to try something different. And give you some homework for tomorrow… Read More »A quick thought experiment for you

Have you planned your 2023? Are you going to make some serious big moves? I hope so. Thing is, big, bold moves require a mix… Read More »Would you spend $3M for a baseball?

You’re probably familiar with competitive research. If you’re not, it’s time to learn about it – but not in this email. When I run competitive… Read More »How to ethically steal copy ideas guaranteed to work for your target audience

Artificial Intelligence has been growing in popularity in the past couple of months. Just take a look at Google Trends and you’ll see a spike… Read More »Will the machines destroy us? Or will they help us make more $$$? My take on AI and Chat GPT.

What’s the secret to truly understanding people? To figuring out what they want, what they fear, what they aspire to, what they secretly dream of… Read More »How to understand people… even stuff they don’t know about themselves

How are your new year’s resolutions going? I don’t really believe in those. If you could only could go by with one resolution, that should… Read More »Why you won’t stick to your 2023 goals (and how to fix it)

Have you ever broken something expensive? Maybe it was a family heirloom. Your gran-gran-gran-gran mothers decorated family vase. But you were only an excited and… Read More »Vulnerability and honesty: can they sell?