Scott Bywater
Welcome to 2024… Something to consider this year: in a world buzzing with marketing hacks and trends, it’s easy to get swept away by the latest shiny object. However, sometimes, the most potent strategy is a classic one… The reality is that it’s five times easier to sell to an existing client than to acquire […]
Turn the results into a case study. That’s right, make your client the HERO. For example, if I was a real estate agent like Adam Nobel at Hugo Alexander Group in Brisbane… Instead of doing what most agents are doing, and running ads along the lines of: John Stuart, Been in the Industry for X […]
Something that would make their jaw drop, which you’d like to warn them about? Then “the shock ahead” headline is the perfect hook… For instance, imagine you sell air-conditioners. You’ve done your research and can see this is going to be one of the hottest summers on record. A headline along the lines of: “The […]
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 […]
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: […]
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 […]
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, […]
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 […]
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 […]
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 […]
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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