Instead of spending the majority of your time crafting HOW you’re going to sell your audience with your offer, focus on finding out WHO the heck you’re talking to – your target market. Put your attention on the catch and not the pitch. If you’re tossing a baseball to your kid, would you turn around [...]

In the age of equal rights between the genders, the pronoun lags behind. When we’re forced to choose a pronoun, it’s more often than not male. Attempts at gender-neutral pronouns (witness the “s/he” fiasco) have fallen flat. But you run into danger of isolating the female prospect if she feels you aren’t really speaking to [...]

One of my subscribers writes ‘I can’t hold my tongue any longer…not that that is fun or anything, I just had to tell you something! Just a tiny ‘lil thing. You have 2 spaces after each period. Unless you are typing on an “old fashioned” typewriter, on a computer you use only one space. This [...]

I get asked all the time, “Lorrie, how can I make my copy more persuasive?” Well frankly it helps if you can speak your prospect’s language. But writing persuasively is more involved than just saying the right words. You need to say them in the right order… and in a way that lowers resistance to [...]

My article, “Do They REALLY Read All that Copy” really hit a nerve. So I feel I have to go deeper on the subject of long copy. I was actually inundated with emails from my incredulous subscribers unable to believe long copy works. They wanted more proof. (I love the question from one subscriber asking [...]

Copywriting is a team sport. There’s you (the writer) and the reader. The reader gets to decide when the game’s over. As soon as the reader is gone, they’re not reading your copy anymore. So you’re anticipating what’s going to keep them interested and intrigued with your copy ahead of time. Here’s how it’s done. [...]