Scott Bywater

Do you get incredible results for clients and fail to showcase them?

By Scott Bywater / November 15, 2023 / 0 Comments

The before / after ad opening is not relegated to weight loss, and those in “visual” industries. Think about it: what everyone wants when they buy a product or service is to go from where they are to where they want to be. i.e. let’s say you offer SEO as a service like Peter B Butler from […]

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The Best Way to Grab the Attention of a Frustrated Prospect

By Scott Bywater / November 8, 2023 / 0 Comments

Sometimes your potential client has tried to do all the right things but still failed to achieve their objectives. And they’re literally fed up. They’ve had enough. So when you enter this conversation, by calling it out, youcan instantly resonate with them. For instance, imagine you’re a fitness expert like Zac Mason Your headline could read: […]

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This is the best way to quickly set a superior product or service apart

By Scott Bywater / November 1, 2023 / 0 Comments

There is a time and place to compare yourself to the competition and it will quickly set a superior product or service apart. Here’s the thing: our mind doesn’t think technically, it thinks in images. It also thinks in terms of what it’s familiar with, so if you want to explain that something is 57,600 […]

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How to attack industry norms in your ads, to win the race against 2nd rate competitors

By Scott Bywater / October 19, 2023 / 0 Comments

There are plenty of BAD things which are popular, for instance, if you do a deep dive into… What’s really inside many beauty products The ingredients list on popular foods (like cochineal, a type of food colouring derived from insects found in a popular chocolate biscuit) Or the side effects of many medical interventions Your […]

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Best Way to Flag Down Key Prospects

By Scott Bywater / October 9, 2023 / 0 Comments

I felt the pain instantly. Even though I’d dove into the rock pool dozens of times before, when I pushed my feet down… I ended up with a “rock splinter” in my big toe. It hurt. And if I had seen an ad on the way home which read: “If you have a rock splinter, […]

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One Hour of This = Breakthrough Ideas

By Scott Bywater / August 30, 2023 / 0 Comments

Recently, I dove into Keith Cunningham’s “The Road Less Stupid.” A gem of a book, and it introduced me to a concept that, while not entirely new, was certainly underutilised in my routine: “Thinking Time.” Sure, I think a lot. When crafting copy, strategizing in meetings, or planning my week. But setting aside dedicated, conscious […]

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Ignorance is Bliss Until Reality Hands You the Invoice

By Scott Bywater / August 30, 2023 / 0 Comments

You’ve been told ignorance is bliss, but that only lasts for so long.  Here’s why:  Most things which are good or bad for us happen incrementally. And when we’re not aware of this, it can hurt us and our business. Take vegetable oil – sunflower oil, canola oil, etc. It’s extremely toxic, and it’s found in most […]

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Beat Cheaper Competitors With This 8x Conversion Secret

By Scott Bywater / August 23, 2023 / 0 Comments

I was chatting with a builder recently. He’s extremely knowledgeable, and I would say the top 1% at what he does. But he does, at times, lose work to cheaper competitors.  That’s why we have not only redone the copy on his web site, we’re also creating a regular flow of blog content…  Which is then cut […]

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How do you engage a prospect when your product or service is too good to be true?

By Scott Bywater / February 27, 2023 / 0 Comments

While they love the promise, they could get blinded by scepticism. One of the best ways is to address the issue head-on, via the “what if” technique… It works a treat when you want to introduce something which nobody believes is possible. For example… “What if there was a Cure for Alzheimer’s, and No One […]

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