Knowing which words to put on your page is good. It’s probably most of the work for copywriters. Because knowing what to write requires research,… Read More »It’s not only about the words…

If you’re in B2B, or have written copy for a lot of clients, you probably dealt with a lot of customer or buyer personas too.… Read More »Forget your customer personas, do this first

I love what fellow conversion copywriter Josh Garofalo tweeted yesterday: Why? It’s a powerful reminder that depth requires a LOT of work. But it’s also… Read More »Turn every page

Yesterday I attended my first Toastmasters session. It was fascinating, and as a student of human nature I learned a ton. Both from observing and… Read More »What my first Toastmasters meeting taught me about persuasion

Something interesting happened as I was watching sales call recordings the other day. This was an initial discovery call, so the discussion was focused on… Read More »How NOT to sell on discovery calls

I’ve been struggling lately. ChatGPT sometimes just won’t give me the good stuff. It’s like it wakes up on the wrong foot and on those… Read More »How to tell true experts from fake gurus

There’s a big debate in marketing and copywriting… Is it useful to ask customers what they want? Or can it be misleading? In other words,… Read More »What most people get wrong about truth

Everyone loves to talk about how transparent they are, but are they? Being transparent is one of those ephemeral things without an immediate ROI. Hence… Read More »How to be transparent

As copywriters or marketers, we often overlook a very important dynamic. We are not only responsible for persuading potential customers… …we have someone else to… Read More »Is the client always right?

We already talked about how you can’t really convince people. And it’s such a fascinating concept that deserves a deeper look. There are 2 reasons… Read More »How to hypnotize your readers