Seduction

Most  marketers approach their prospects like an army would attack a walled city: with a full frontal assault. We come at them with flags flying, trumpets blaring, and missiles flying. Our siege machines hurl fiery projectiles, our archers darken the sky with arrows,...

Meet Sad Sack

The other day, a guy — a real sad sack — left a post on my blog. Said he’s been a copywriter for decades but has not been very successful at it. It’s not his fault, of course. It’s the world’s fault. More specifically, it’s...

What Are Your Prospects Feeling?

Before you can write an effective piece of marketing copy, you have to know what your prospects are feeling — understand what we call their “resident” or “dominant” emotions. How do you do it? There are several techniques I use. But one...