How to Write Ads That Read Themselves

We humans don’t mind working. We’ll work to make good money. We’ll enthusiastically work to attract a lover. We’ll work conscientiously at raising good kids. We’ll work joyfully at a hobby. We’ll even work (as I did) for a sense of satisfaction and to make a memory.

… But ninety-nine-point-ninety-nine times out of a hundred, we will not work to read an unsolicited ad.

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Most  marketers approach their prospects like an army would attack a walled city: with a full frontal assault. We come at them with flags…

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Who Are You?

When someone asks, “What do you do for a living?” there is only one correct answer. It’s not “I have a business.” A business…

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