Headlines are arguably the most important component to eye-catching copy. If you don’t have a compelling headline, odds are you’ve lost your prospect for good. Ideally you should write anywhere from 50 to 100 headlines before choosing one. But sometimes you just don’t have time. I have the solution. Swipe these 3 templates, fill in [...]

Serif versus sans serif There are two basic types of font faces -serif versus sans serif. But which is better? In fact, which is which? Let’s start there. Serif is the kind with finishing curly cues or finishing strokes on the ends like Times New Roman. Sans serif is the straight lined counterparts, like Arial. [...]

“Psst. Mind telling me your single most important question about writing copy?” Well I’ve been collecting these questions to find out what my subscribers most need. 1) How do I write faster? The faster you can turn out copy, the faster you get to the marketplace. I have 3 suggestions to speed up your output. [...]

Love ‘em or hate ‘em, you can’t argue that pop queen Madonna and domestic doyenne Martha Stewart are two master marketers. One is a calculated maverick who’s stayed at what has to be the world’s toughest and most fickle business for nearly a quarter century. The other turned an at-home catering business into a multimedia [...]

Do you like to watch home makeover shows? It’s kind of fun to see radical transformation happen fast (if only because it NEVER seems to work that way in real life), and, as a marketer, I find it interesting to see all the different ways you can ‘merchandise’ a space to make it more appealing. [...]

Wanna know the secret to my success as a copywriter? Once you get this concept, you’re practically guaranteed to boost sales for yourself AND your clients. Ready? Here it is in a nutshell. Focus on the catch and not the pitch. If you’re tossing a baseball to your kid, would you turn around and throw [...]

Regardless of some nay sayers, the long copy sales letter continues to be the hub of all direct response copy. But long copy does not work on its own. Much like a wheel, a sales letter won’t do its job without its support spokes. Each of these spokes requires specific copy. Here is how you [...]

I’ll never forget the day I decided to quit my stable $50,000 a year job. Candy, the older assistant who really ran the company, had the radio on in her office. (She actually bossed me around sort of like the Meryl Streep character in “The Devil Wears Prada”. But most of the time she tolerated [...]

Copywriting is a team sport. There is you (the writer) and the reader. But the reader has all the power. She gets to decide when the game’s over. As soon as the reader is gone, no one is there to read the copy! So anticipate what’s going to keep her interested and intrigued ahead of [...]

I underestimated you. So sorry. Since I vowed to master copywriting in 1999 in an effort to stay home and raise my two sons, I made it my business to hunt down the gurus (both dead and alive), and suck as much information out of them as I could. And learn I did. I studied [...]